"Staying on brand" is a phrase you'll probably hear often in business. But what exactly does it mean? In a word: Consistency. When you keep your website on-brand you are creating a consistent environment for your target audience to remember you by.
Consistency means every touchpoint between you and your audience must be designed to convey the same message, the same identity. It helps build credibility, trust and customer loyalty — things that are especially important for small businesses.
For most companies, the website is the first point of contact for customers. In fact, 75% of people judge a company’s credibility based on its website design.
When you create a consistent brand experience across all touchpoints including your website, you build trust and loyalty with your audience. You also make it easier for people to find and recognize your business. So that’s why branding matters!
A brand is the culmination of everything a business stands for. It includes your mission statement, logo, voice, and even the experiences of your customers.
Staying on brand means being consistent and sticking to the promises you've made.
For example, if you're a fast food restaurant and you promise your customers they can get a meal in three minutes or less, you need to deliver on that promise. If they don't get their order quickly enough, they may leave or never return again. Now that they have that negative experience with your business, they may tell other people about it too.
That's why it's important to stick to your word. Because every time someone interacts with your business, you're making an impression and establishing how you want people to feel about you.
WHY IS IT SO IMPORTANT TO STAY ON-BRAND?
It's important to stay on brand because it makes your company more recognizable. When you are consistent with your branding, people can remember who you are and what you do. It also lets people know how you want to be perceived.
Let's say that you have a company that specializes in children's toys. If you have a logo that is purple and green, your website should probably use those colors as well. This will help people remember who you are and what your business does. You also want some sort of consistency across all of your advertising, whether it's on Facebook or a print ad so people recognize you wherever they see your branding. I encourage you to get branding done for your business if you haven’t already to help make your company more recognizable. You will also quickly find how it makes your marketing efforts easier because you have a baseline for content creation.
Your brand is the personality of your company, so it should be reflected in your design.
For example, if it’s a young, fun company, the site should feel playful and youthful. If the company is more traditional, the site should look professional and polished.
If you have a logo, tagline, color scheme or other identifying characteristic that customers recognize as being yours, they should see it everywhere they encounter your brand. When they do, they'll feel like they can trust you.
One of the most important things is to make sure that any new design elements match the style of your company. If you switch from a plain font to a fancy script, it might confuse customers or seem like a different company altogether.
Choose fonts that accurately represent your company image. The fonts you use on different pages should reflect the personality of the brand and be easy to read. Choosing fonts that are too fancy or hard to read will just confuse visitors and make them less likely to visit your website.
Finally, If your brand image is strong, customers will choose to spend money with you over competitors because they like the image you've created. Staying on-brand with your website design helps maintain that connection between your products and services and your target audience.
Need Help Keeping Your Website On-Brand?
As you can see there are many benefits to keeping your website on-brand.
Do you have any questions about best practices for website branding?
Let’s talk about them!
Contact me now to see how I can help you design the perfect website homepage for you and your business!