When most people hear the word “brand,” they think of a company name or logo. They may even picture a specific, popular brand, such as Coca-Cola or Kleenex.
Following this logic, many entrepreneurs and business owners think of their company brand as purely visual—how the product and marketing looks and feels. But a business brand is much more than colors, fonts and design. A brand image is the entire experience a user has when interacting with your business, including their emotional experience, their mental associations with your business, and their interactions with customer service. Ideally, this brand image closely matches the company’s mission and vision. If not, it may be time for a redesign or brand overhaul.
When creating or upgrading a company website, branding is one of the most important elements to consider. If your website branding isn’t strong, engaging and consistent, you are guaranteed to lose out on leads and customers. Sometimes a complete website redesign is necessary, while in other cases, small, strategic fixes can make a world of difference.
Here are five proven ways to strengthen the branding on your company’s website to boost your brand image and bottom line.
- Simplify your content. Most company websites contain walls of text that overwhelm and distract the user. Typically, website users are trying to access information as quickly as possible. Shortening and simplifying your content down to its most accessible form will ultimately be more engaging for users.
- Maintain a consistent tone. Your design and content should represent a consistent tone across all website pages. Whether your tone is casual, professional, creative, cheerful, serious, or something else entirely, make sure all your website choices reflect that style.
- Focus on the user. Your website is about your user, not about you. All branding choices on a website, including design and content, should focus on the user’s needs, pain points and experience.
- Make it easy. The most popular brands are easy on the eyes and on the brain. Don’t make the user work too hard to see or understand who your company is and what you do. Use simple, complementary colors, fonts and design choices that don’t distract from your main site messages.
- Engage. Today’s consumers, particularly millennials, prefer brands that are friendly, conversational and engaging. Your website should incorporate user engagement strategies such as feedback forms, live chats, contact information, social media feeds and customer testimonials.