Why you NEED your branding in place BEFORE starting on your website
We all know that having a strong online presence is important for businesses to get themselves noticed, but before diving into getting your website designed, it's essential to lay a solid foundation – and that begins with branding. In this blog post, we'll explore why having a well-defined brand is a prerequisite for effective website design.
Establishing a clear identity
Your brand is your identity, and your website is the shop window.
Before creating a website, it's important to have a clear understanding of your brand identity. Your brand is not just a logo; it encompasses your values, mission, and the uniqueness that sets you apart. It is every single touchpoint that your customers have with you. Without a defined brand, your website will lack coherence and fail to communicate a consistent message – it’s really important to be able to talk to the right audience in order to attract the customers you want.
Creating a memorable first impression
Your website is often the first interaction a potential customer has with your brand.
Imagine landing on a website that feels disjointed, with inconsistent visuals and messaging. This lack of consistency can confuse visitors and stop them from exploring further. A well thought out brand creates a lasting first impression. It provides a seamless and memorable experience, making visitors more likely to engage with your content and, ultimately, convert into customers. That’s why it’s important to have put some thought into your overall brand style prior to building your website. What do your brand colours look like, and who do they appeal to? What sort of fonts should you be using? Traditional or modern? How does the overall look make your customers feel?
Your website designer will thank you
Every visual element on your website should reflect your brand's values and personality.
The design of your website should be an extension of your brand, reflecting its personality and values. If you don’t have any branding already in place, you or your website designer doesn’t really have anything to go by, and so the final design may not reflect who you are as a business, or more importantly, may not talk directly to the customers you want to work with and attract. Without this initial direction to guide you on your website design, cookie cutter icons or imagery may end up being used instead, which won’t do your brand any justice at all. It may even lead to copyright issues or disputes further down the line.
Whether it's the colour scheme, typography, or imagery, every element should align with your brand identity.
Building Recognition and Trust
Consistency leads to familiarity and trust.
Branding is the key to building recognition. A consistent brand presence across various touchpoints, including your website, reinforces your name and identity in the minds of your audience. Familiarity breeds trust, and a trustworthy brand is more likely to convert visitors into customers. By establishing a strong brand foundation, you pave the way for lasting relationships with your audience.
Streamlining marketing efforts
A unified brand presence simplifies marketing efforts and enhances effectiveness.
When your brand is well-defined, your marketing efforts become more streamlined and effective as well. From social media campaigns to email newsletters, through to all your print materials, a consistent brand presence ensures that every interaction reinforces the same message to your audience and makes them more likely to remember you when they need your service. Having a clearly defined brand guidelines document takes the stress away of having to choose fonts and colours each time you put anything together – it’s like a playbook that you can refer to time and time again.
Conclusion
The importance of a strong brand cannot be overstated. Your website is the digital shopfront of your brand, and without a solid foundation, it risks becoming a confusing and disjointed experience for visitors. By prioritising your branding before diving into website design, you set the foundations in place for an effective online presence that resonates with your target audience. Remember, a well-defined brand isn't just a stepping stone; it's the cornerstone of your marketing success.
If you’d like a helping hand with your brand creation, or roll-out of your other marketing materials such as business cards, flyers and brochures, get in touch at www.emmajaynecreative.co.uk for a no obligation quote to see how I can help.
