Think of your favorite coffee brand. What pops in your head? A certain logo? A certain color scheme? Did you think of their latest Facebook post or commercials they stream in your favorite show? Regardless of which company you thought of, one thing’s for certain: their branding is consistent among all of these different platforms.
Website branding is an all-encompassing term that involves making sure your brand’s mission, personality, and services are consistent with your website’s design, logo, social media presence, website copy, and everything in between. In this blog, we’ll explore the topic of website branding including what it is, how you can create a cohesive look across all channels, and much more. Do you have a question about a specific section? Feel free to jump ahead by using our table of contents listed below.
Table of Contents
What is Website Branding?
Like we mentioned earlier, website branding is the process of making sure everything that has your company’s name on it is reflective of your brand. This means that your website copy, blog posts, images, and even your videos should all be easily recognizable as your company. Have you ever watched a commercial and immediately know who it was going to advertise for before their name was even mentioned? That’s because of branding. Below, we provide some helpful online branding tips to help you get started.
Know your brand
This is the most important aspect of website branding because not everyone may perceive your brand the same way as you. Let’s say, for example, that you’re a published writer who also dabbles in artwork and photography. Because you want to share your work with the world, you create a website that lists everything you do. To you, it’s self-explanatory that you’re a writer with other interests, but to the person visiting your website, they might think you’re an artist because the first image they see is a link to buy your artwork.
On top of this, you create social media accounts that are under your personal name, while your website is under a different name that isn’t mentioned anywhere else on your social media channels. This not only makes your products and services nearly impossible to find but it doesn’t tell the consumer what your brand is all about. In other words, they have no idea who you are, what you offer, and more importantly, why they should care.
One trick to help make sure your brand is perceived the same way by others is to ask yourself what three or four words you’d associate with your brand and ask a friend or relative if their words align with yours. If they do, then you’ve already established a consistent image of your brand. If the words are different, you have to find out why this is and make necessary changes until everyone is on the same page.
Know your consumer
Just like knowing your brand, knowing your consumer is just as important. Consumers are what make your company successful so you have to identify what their needs are, what they want, and how they prefer to communicate with you. For example, if you’re a steakhouse, you’re not going to target your marketing campaigns toward someone who is vegan. Online branding is all about knowing who your consumer is and what they want from your product. If you don’t take the time to get to know your customer, you’re going to be missing out on valuable business.
What are branding communities?
Branding communities foster relationships. Instead of a consumer simply buying a product, they’re instead engaging with it, which can yield positive results when it comes to higher customer satisfaction and retention. The reason why is simple: customers want to be a part of something they love and when they are given that opportunity, it makes them feel special. These online communities allow brands to directly engage with their customers to gain invaluable feedback on their products while allowing them to showcase their ideas. For example, LEGO has a branding community that allows people to submit their idea for a toy. Whichever LEGO idea gets the most votes goes into production. Another example of a smart branding community is Starbucks, which invites consumers to share their ideas about products and ways the business model can be improved.
Branding communities allow you to gain free feedback on how to improve your website and better serve your customers.
Website Branding Examples
There are four main characteristics of good online branding. These include:
- Relevance – does your company meet your consumer’s needs?
- Differentiation – does your brand stand out from the competition?
- Esteem – are you respected by your consumers and other businesses?
- Knowledge – are you knowledgeable in the kinds of products and services you’re providing?
Let’s go back to the coffee shop you thought of earlier in this article. Do they provide products that meet their consumers’ needs? Are they easily recognizable just by their logo? Are they well-respected in the community due to their industry expertise? Checking off all of those boxes will have you well on your way to mastering the art of branding for the web.
Key elements of developing a personal branding website
When building a personal branding website, you should keep the following tips in mind:
- Develop a mission statement that can establish a goal across all your digital channels
- Develop an editorial style that is consistent across all channels, i.e. – will you format your copy in the Associated Press style?
- Determine what topics your brand will and will not approach
- Determine the typography you want to use so your text color, size and style is consistent across all channels
- Choose a color palette that will be consistent across your website, marketing materials, business cards, and social media channels.
When it comes to choosing a color pallet, you can choose any color you’d like. However, you may be surprised to find out that 84.7% of buyers attributed color as their main reason for purchasing a product, with blue, black, and red yielding the most popular results.
If you’re unsure about what color to use, visit a few of your favorite websites. What colors do they use that you like? And what effect do those colors have on you? While pink and orange may be your favorite colors, do they invoke a calming feeling when someone visits your site? Or does it make them want to leave?
Online branding is all about creating a relationship with your consumer because it allows for continual feedback. So if you have a jarring color on your website and you notice that no one stays on your webpage for longer than a few seconds, you might notice a decrease in bounce rate once you update your site’s color palette.
Brand Website (How to Pick the Right Theme)
As it stands, WordPress currently offers over 8,000 themes. In other words, you have a lot of options to choose from. While that sounds good on paper, that can be overwhelming! So how do you know you’re choosing the RIGHT theme for your company’s branding?
Your WordPress theme should align with your company’s mission and goals. For example, if you are a writer or news source, you should pick a theme that places an emphasis on readability. If you’re a photographer, you should pick a theme that places an emphasis on visual elements. Someone who is looking for a photographer doesn’t want to read about why you love photography – they want to see the quality of work you produce.
Tips for picking the right WordPress theme:
- Determine which features you want added to your site
- Check that your selected theme works on all internet browsers, desktops, laptops, and smartphones
- Keep color and typography in mind
- Test your theme out before going live
When it comes to picking out a theme, it’s important to remember that you always have the option of customizing it with the color palette of your choice. For example, there are a multitude of unique color plugins you can add to your WordPress site. These include everything from providing more color options, changing the color of the font, and even adding color to pending blog posts to help you keep track of what you still need to work on.
Speaking of blogs, should you develop them the same way you do your personal branding website?
Blog Branding (Tips to Help You Get Started)
When you sit down to create your website, you’re more than likely going to add a blog section. Blogs are an efficient way to show off your expertise and connect with your audience. They also provide fresh content for Google’s web crawlers to index, meaning you have a higher chance of showing up in organic search results.
When it comes to blogging for personal branding, the same principles will apply:
- Determine which topics you will and will not write about
- Make sure your tone and typography is the same across all channels
- Make sure your blogs are informative and bring value to the customer
- Make sure your images are clear and relevant to your topic
- Make sure your blog posts are easily shareable on your social media platforms
WP Super Host makes maintaining your website easier
Building your brand is an ongoing process, as is maintaining your WordPress website after it’s been created. At WP Super Host, we understand that running and promoting your business is where your time should be focused, not on maintaining the technical aspects of your website. That’s where we come in. All of our pricing packages come equipped with plugin updates and monitoring, automated daily backups, and site speed reports, all of which make sure your website is up and running smoothly. This means you can focus more on what really matters – establishing relationships with your consumers.
Knowing how to successfully brand your website is important to driving traffic and we hope we provided valuable information when it comes to website branding. Think of website branding as your personal reputation. When you enter a room, you want people to know who you are and what you stand for. The same principle applies to online branding. Now that you know what colors you should choose and how to better interact with your consumer, you’re one step closer to building a brand you can be proud of.