20 Tips to Create Your Website Design and Build Your Brand Identity
You will learn to craft your website design by choosing and customizing a theme to your liking. Then incorporate elements into it to obtain a brand identity.
These are what we are going to learn to do in this post.
Editor’s note: this post is principally based on the Wealthy Affiliate material “How to Craft Your Website Design and Establish Your Brand.”
That is, you’re going to focus on gaining traction with your target audience and establishing your online presence. Which boils down to building brand consistency into your website design.
Being so desirous to succeed, you may get carried away by this task and your website may end up in a mess.
So, let’s see how to get the house in order so that such a thing does not happen.
When we talk about making a business website, you can follow two logical processes.
One, you could leave out organization and design for now and just focus on creating your website, adding the content, and getting ranked.
Or, you could pay attention to the framework, design, navigation, and your overall brand right from the early stages. So that you have something that YOU respect and appreciate a lot.
No doubt you can have a lot of fun tinkering with the “pig pen” of a website. But where you can function and be productive far more easily is within a website that you can puff out your chest about.
That is what you are going to focus on. Because that is precisely the starting point of creating a brand identity. If you have pride in what you are doing you would certainly be proud of your brand.
What’s a Brand?
Web Designer Depot in 9 Tips For Brand Building With Web Design says “A brand is a symbol.” And continues that “Symbols are designs which represent something else, and a brand is meant to package all of the associations, experiences and characteristics into an abstract construct.”
And you can evoke this construct through “consistent imagery, sounds, phrases and logos with which people come into contact.”
You may be asking why you need to create a strong brand identity.
You need it because the brand helps you get customers
and keep them.
A brand lets people believe what they are told to expect from it. This is because the brand awakens perceptions they have had with it, through experience, advertising, or word-of-mouth.
So they don’t hesitate to go for that brand as the safest option.
In 9 Tips For Brand Building With Web Design we learn that “Branding is a complex process that is performed across all types of media, from product packaging, TV commercials and magazine ads to interior store decoration and logotype design. Of course branding also applies to web design.”
Building a brand online through web design is the branding process that concerns us in this post.
Also, by keeping your buyers satisfied with your products or services, they will remain loyal. The first thing you should do, however, is to tell them what your brand is all about.
Are you building a website for a big budget brand? Or is it for a personal blog? Whatever the case, you still need branding for the reasons mentioned above.
What concerns us in this post is a personal blog. Branding will help set you apart from the others and make your site memorable to visitors.
How Do You Build a Strong Brand Identity?
To create a successful brand, first, you must have trust in yourself that YOU WILL BECOME A SUCCESSFUL BRAND! Cultivating the right mindset, in some sort.
Believe in yourself and the process becomes a game changer. But above all you must be willing and able to be resourceful and creative.
In this wise, Kyle advises that, “Take the theme of your brand and the idea that you are going to be an authority in the year ahead and run with that.”
Talking of Kyle, he has created a video in which he explains the core things you should focus on when creating a business.
This will offer you a lot of insight concerning what it takes to create a LONG TERM and sustainable business.
Do you know that each of us has the success streak in us? But what often times block us? It’s that we don’t fully grasp what the journey looks like.
So the video will help reaffirm what you are about to do: create a business and become an EXPERT in it in the space of a year.
Click below to watch the video “The 7 Factor Secret Sauce.”
Kyle has also created an overview on “Framework, Brand and Vision” in which he includes information about the Framework.
Click below to watch “Crafting Your Website Design and Establishing Your Brand.”
Welcome back. I hope you found the videos edifying.
Now, let’s get down to the nitty-gritty of crafting your website design and establishing your brand.
Here are 20 tips on how web design can help you build a brand suitable for your audience. The type that when you finish, the final product will no doubt send a bold, memorable statement to customers.
Tip 1: Establish Your Look – Get Your Theme Design Nailed Down
There are thousands of WordPress website themes out there. You can choose any one and customize it any how you like. But finally what you have must be a website design and look that thrills you.
It all hinges on the theme that you choose for your website. The theme being your overall “look,” it contributes a lot to your brand.
While having your theme set like The Ten Commandments of God from the beginning isn’t so critical, it is however essential to choose a theme that responds to the following criteria:
- Ensures Readability: We are talking about color scheme here. Which is the best for your content? On almost every website, you find white background with black or dark grey text. This combination is the easiest and most pleasurable to read. It will ensure that MORE people read your content. And the more people that do that, the more people will end up engaging in your content. The more people that engage with your content, the more that will heed your product/service recommendations.
- Fits Your Brand: You want a theme colour design and layout that matches your brand. Something that you will love managing. In this wise, you can test a few themes to see what you like. A theme is not set in plaster. You can update it anytime.
- Has Lots of White Space: Your theme shouldn’t feel heavy or make people feel overwhelmed through too much visual stimuli. How do you minimize those feelings? By using a theme that has a good amount of white space.
- Works Well on Mobile. It’s important to have a responsive theme because mobile traffic has overtaken the desktop. It’s also essential to test your website on mobile with Google’s free “mobile friendly test”. Equally necessary is to turn on SiteSpeed to improve your website speeds. Last but not the least, install the “Lazy Load by WP Rocket” plugin on your website to drastically improve Google SiteSpeed. The combination of a responsive theme, SiteSpeed and Lazy Load coupled with the quality of the Wealthy Affiliate hosting should be getting 99/100 or 100/100 pretty much across the board.
At Wealthy Affiliate, you have access to over 3,000 different (free) themes within the back-office of your website.
Here is a good list of free themes for 2018:
You can therefore update and tinker with your new theme until you have something that pleases you. (More information on this soon)
Of course, you would find some really good responsive based themes
in there as well. They look really good on both mobile and desktop.
Or, maybe you have already chosen your theme, or, your website is already somewhat established and you are ready to use that.
If you wish you may also leverage MANY paid themes out there.
Here are some top sites for paid themes:
ThemeForest is the most popular platform for paid themes.
You can get any theme you want for less than $100.
But sometimes you won’t find the design you are looking for and you must do some research in Google for it.
Note that having a PAID theme is not an absolute necessity. It will also not automatically ensure you more success.
Whether free or paid theme, the most important thing is to have a design that you are proud of.
See this tutorial on how to change your theme:
The usual place for customizing your theme is within the Appearance => Themes => Customize tab.
IMAGE GOES HERE
Here below are most of the key elements to the overall “theme” design of your website:
- Colour Schemes
- Font Styles
- Homepage Layout
- Site Identity (your title if you don’t have a logo)
Spend some time playing around within the “Customize” area of your website. You would soon find out the different elements of your website to update.
When you finish that (establishment of your theme and overall look), you must now turn your attention to establishing your brand.
Recap of Your 2 Tasks:
- Choose Your Theme
- Customize Your Theme to Your Liking (Using the Customize section of your website)
Tip 2: Establish Your Logo/Brand
First, what’s the difference between a logo and branding?
A logo is simply the beginning of a brand. It’s also the first impression people receive when they come across your brand.
Your domain name is the central component to consider in designing it.
There are three ways to have a logo:
- A Logo that is an Icon
- A Logo That Incorporated Your Brand
- A Letter Based Logo
There are platforms for you to design your logo free and have it on your website in just a few minutes.
Two of the best such platforms are:
You can spend some time there playing around with the designs until you find the one that “matches” your theme look (color-wise) and which you love.
Here is some training on Canva about how to create a logo with it:
If you are a Wealthy Affiliate member, you can access an entire live class at the platform dedicated to Canva and how to use it properly for various types of graphics (logos included).
Please spend some time on this incredibly useful training to your business before you establish your logo.
Your logo should not be just a part of your design. Make it a big part of the confidence and pride you have to help push your business forward. When you have respect for your website, you would build it out in a different way (which will naturally lead to much more success).
Recap of Your 3 Tasks:
- Create a Logo
- Incorporate Your Logo Into Your Website
- Become Comfortable Using Canva.com
Tip 3: Where Should You Display Your Logo?
While you can make your logo design any way you want it, there’s only one good place to locate it.
Always place it in the upper left corner of the website.
Because that’s the logical place most visitors will look for it.
Because the majority of languages are read from left-to-right, and, of course, top to bottom. And people who come to your site are first going to look at the top left hand corner.
So when you position your logo there, it’ll be the first image that readers subconsciously associate with your website.
See how this website’s logo is placed in the top left corner for maximum visibility. Besides, its hexagon theme is woven throughout the homepage.
On the contrary, this website’s logo is placed next to the navigation bar, so that it is accessible to visitors. Notice how the embossed lettering adds an organic, homegrown feel.
For a convenient, effortless and optimized user experience, it’s good to put the logo and navigation tabs near each other.
You should also link the logo image to your website’s home page.
Apart from the position, the size of your logo also counts.
Make sure it is big enough to be the second or third thing to get noticed immediately by your visitors when they come to your site.
See how UX Booth has a nice, large logo in the top left area of the page, which you cannot miss when you arrive at the site:
Now let’s see how to establish your overall framework and navigational design.
Tip 4: Establish Your Framework
The framework of your website is like the story line of your website. As such it is an “evolving” entity. As the story changes, that is, as you fill your website with more content, its overall framework is going to change too.
You may change your menu. Your navigation may evolve also. Your structure and the organization of your site may change too.
But your main concern with the overall framework of your website is going to be on WHAT is the best structure for your visitors.
If someone landed on your site, would it be easy for them to find their way around? Would they heed your call to action? That is, perform the tasks of joining your program (Wealthy Affiliate for example) and/or any others (AWeber, TheHoth, Designrr, etc.)?
Now, what are the key elements of a website framework?
- Navigation: You must create your navigation by humanizing your site. In the following video you will learn more about how to set-up custom navigation if you don’t know how to create or manage the navigation on your website.
2. Theme Design: You already know that your theme and the overall look of your website must be set in the early stages of your site. In Kyle’s website used in this case, he updated the colors slightly in the menu, updated the fonts, and added a logo and favicon (more on this later).
- Menu Structuring/Widgets: Every website has default widgets. You can choose them (menus, calendars, recent comments) for your sidebar. As your website evolves, you can update these as and when you wish. You do so by going to the “Appearance => Widgets” area. This way you can add things like custom banners, and custom “about me” widgets.
- Content Area. Your content, whether page or post, should show a certain level of consistency. People come to your website to check your content (text, video or engagement within the comments area). They also stay longer if they like your content. Your focal point should therefore be your content, not the theme header, not the sidebar, not a banner or ad. This “user experience” is something Google and other search engines pay very close attention to in terms of rankings.
- Readability (fonts, colours, etc). We’ve already said this in the readability section of “Establish your look.” But sometimes a repetition does nobody harm, but only a lot of good. A white background with black font is IDEAL for readability. It is the highest converting combination. Using color within some of your headings or to “emphasize” a word sometimes isn’t a bad idea. But having different types of fonts and colours everywhere certainly is.
Tip 5: Set Up a Proper Alias/Name – Create a New User
When you post a new page/posts and make comments on other websites or answer them on your own, you will appear as a user.
It is therefore important to set up a PROPER user in the early stages of your website, using a proper Gravatar.
This will avoid you posting as a “robot” icon or as a user labelled “admin”.
Here is some useful training on the issue:
Recap of Your 4 Tasks:
- Create Your Initial Navigation Framework (based on your website theme)
- Manage Your Widget Layouts
- Update Any Fonts & Colors that You Like
- Create New User w/ Gravatar Account
Tip 6: Brand and Web Design – Keep the Design Consistent
A brand becomes successful when it’s dear to people and they can remember it.
So how do you make your brand memorable?
Brand consistency is the key.
What does this mean?
It means that to make people remember things, you must repeat them. This translates into consistency in your web design.
Thus you will build on the choices you’ve made earlier in terms of selecting the right personality for the brand and evoking the appropriate emotions.
So you will keep the same colors, formatting, graphics, personality, emotions, visuals and typography throughout your website. This way, visitors would see a common image throughout your website and hence project a uniform image.
A good example is Skype.
The platform consistently integrate several branding elements throughout their marketing media. These include the color palette with a dominant blue, white 2D clouds on top of which sit illustrations and multicolored rainbows:
Your brand is the story that connects people to your products and services. If your website is designed to mirror this narrative, your business will acquire even more engagement and authenticity. Reason why meshing brand consistency into your web design is crucial. You’ll gain recognition with your consumers.
Aspects, major or minor, of your website communicate to your target audience what to expect from your brand. Things like colors, fonts, words and layout.
Because they represent your brand. But those design elements need not be cluttered, noisy, or overdone. Used moderately but intelligently, they will still draw attention and make a lasting impact.
If your web design is meticulous, polished and organized, people will expect your business to offer those same values consistently in product/service and quality.
Short, consistency in the presentation of your brand online tells people how you run your business offline.
How consistently you fuse the brand into your website will determine how your audience perceives, recognizes and connects with your business.
Tip 7: Provide a Clear and Concise Value proposition
A visitor who arrives on your site for the first time will try to orient themselves by pondering over several questions. Is this the right site for me? What are they all about? Can they provide the solutions that I’m seeking?
This is where your value proposition plays a big role.
Now, what is a value proposition?
It is a short statement that explains exactly how your site can be of benefit to the visitor. This way they get to know what your site is about and also why they should use it.
Your value proposition should be placed high up on the page just after the logo and menu where visitors can easily see it on your home page.
Since you need only a few words to frame your value proposition, make sure it is:
- An adequate answer to the queries what and why
Here’s Rob Sartain’s Prime Cut Design’s great value proposition in the header of their site. As you see, it’s highly visible, concise, clear, and covers both, the ‘what’ and the ‘why’:
The ReportBox website however places their clear value proposition underneath the logo and navigation. Note how the large font size ensures that it’s one of the first things a visitor to the site sees:
Tip 8: Emotion
When building your brand you should think of what feelings and emotions you want people to have when on your site. In other words, what do you want them to associate your brand with?
If you work well on your design, it can make your brand project the emotions and ideas you want.
A good example is Studio 7 Designs, a design agency. It uses vibrant colors and beautiful imagery to create a rich and exciting brand, which is very valuable in its industry.
Tip 9: Use an Appropriate Voice
The language or tone you use should be in consonance with your brand’s character/personality and emotions.
Supposing your audience is millennials, stock market investors, or investment bankers, the tone you should adopt with them is formal.
What if the audience is made up of friendly, down to earth, young and tech savvy people? Then informal and fun tone of voice is what you need.
And the case where you must give the same message to two different audiences?
You don’t change what you say but rather how you say it. This is because your voice is not just about what you say, it’s also about how you say it.
There are many ways to say the same thing in different voices and still get the same meaning across. But it is the personality from whom this voice emanates that will be different.
Thus, you can use both formal and informal words to convey the same meaning to different audiences. It is all a question of using a tone that your audience will respond to.
Everybody knows what money is. But here is how you can define it in two different tones:
Layman’s version: It’s a piece of rectangular paper and circular metal that you use to purchase products and services.
Scientific version: A current medium of exchange for goods and services in the form of metal discs stamped to show their values called coins and a banker’s promissory notes printed to show their values, payable to the bearer on demand, called banknotes
Do you see how using different tones, you can spread your brand’s message to any audience?
Let’s see how two sites do it on their homepages.
Matt, a simple web app that enables you to use multiple Twitter accounts, displays hand drawn illustrations and a friendly tone of voice, ideal for the young, tech savvy audience:
But 37signal’s Basecamp website resorts to a more formal, yet simple and concise tone, focusing on their business audience:
Tip 10: Human touches
People who come to your website would want to know who’s behind it. They would therefore be looking for a real name, face, and story behind your business. So infuse genuine human touches into your website by adding personal details.
Notice how with the use of engaging text, progress photos and client testimonials, the About Me page portrays this personal trainer as competent, dedicated and authentic.
Strive to make your online presence communicate to your audience a “We care about you and want to serve you” image.
Because when people are so invested, they willingly support your initiatives. So don’t make your website look like a marketing hub, but rather focus on personal details that evoke a personalized experience that others can connect with.
A mission statement is a great starting point. It tells customers what your business is and how you can help them. It should be concise and specific. The core theme should be socially oriented.
Your mission statement will not be cast in stone. It will evolve as your brand changes with customer needs.
If having a mission statement is good, finding creative ways to incorporate those values into your web design is awesome.
One way to do it is to post authentic, team photos on the site. These give visitors behind-the-scenes images of your business and energize it with vibrancy and life. These will make your audience feel more closely connected to you.
Another useful element is testimonials. With clients’ permission, post on the homepage real stories and quotes from people who have been impacted through your business.
Such peer endorsement assures a potential customer that you can be counted on to deliver on your promise.
Tip 11: Personality/Character
Does your brand need character or personality?
Does your brand offer stability and safety, for example? Your customers want to be sure to be reliant on you.
Yes, people love brands that have human-like attributions. Just like children love stories in which animals behave like human beings.
Psychologists call it anthropomorphism. It is the attribution of a human form, personality, quality or characteristics to a god, animal or thing.
“Infusing your brand with anthropomorphic elements is a good way to give it character,” says the WDD Staff.
Do you know that in consumer societies, many people use brands to define themselves?
Wouldn’t you want to benefit from this mentality by shaping your brand’s character towards something which your audience will likely associate themselves with?
Let’s see three examples of brands with a readily recognizable personae.
It’s more than likely that you know the above one made up of a blue square with a distinctive smiling face drawn with a few black lines. It’s for the “Finder” application on Mac OS X.
The icon represents a file browser program. But by giving it human characteristics the brand gets a soul.
Above is the Outlaw Design blog. See how it sticks to a strong Wild West theme throughout the design with a unique mix of wooden textures and flat illustrations. These help to brand the blog very effectively.
Twitter’s little blue bird mascot has proven very effective in branding the social media. A sight of this winged mascot immediately recalls the 140-character social media.
Above are custom media and websites created by Twitter fans that feature their own variation of it. Although they all look a little different from each other, but they are all still instantly recognizable.
Tip 12: Colors
If you want to communicate your brand image to people and build excitement or create interest about it, then choose your colors right.
Color isn’t just aesthetics. No. It also evokes various emotions in people and carries with it subconscious associations
to various things and characteristics.
That’s why when you see the color green your mind goes to nature (the environment), profit, money or health. Been wondering why many hospitals paint their walls pale green? It’s because the sight of that color usually keeps you calm.
Black, is a serious color, and can represent luxury. Check brands like Louis Vuitton or Rolex watches.
Red may actually increase blood pressure, pulse and respiration. Because it symbolizes passion, energy, power and excitement, it’s usually indicated for brands in the entertainment industry.
When people see the color orange, it exhibits bursting youthful energy. It is therefore not suitable for serious brands.
Every color you use on your website therefore affects how people experience your company. This is known as color theory.
If color is important in branding, the choice of a good color palette is even more so.
So using the right color combination gives your audience more insight into what the brand is all about.
For instance, black and red gives an edgy feeling but brown and green feels earthy.
You should also be mindful that the same color may have different interpretations in various cultures. For instance, while black represents mourning and white joy in Africa, in China the opposite is the case.
So when deciding on a color for your brand, you must keep in mind its effects and associations. This will make you choose the one which is an appropriate fit for what your brand represents.
Of course, if you’re catering to an international market, it’s a good idea to check that your colors mean what they do in that market.
Overall, when people see your brand, what emotions do you want them to experience? To make your brand popular and memorable, include pleasant emotions and vibes in the web design.
Entrepreneur.com says in How to Build Your Brand through Web Design that “With our site, we used the color orange and short video clips to showcase our brand as a creative web design agency. Upon landing on the page, the images aim to bring positive feelings to the audience.”
99designs.com advises in How to build brand consistency into your website design: “Once you’ve determined the primary and secondary colors of your brand, integrate them into your website. Start with a dominant base color, like one used in your logo. Apply it to headlines, subheadings, background images and illustrations—any place that people will naturally gravitate toward on your site.”
And continues: “Use the subtler accent shades for the more functional aspects like navigation tabs, links, sidebar icons and menus. Color coding your website keeps it looking sharp and clean instead of distracting and unfocused.”
Check how the dominant turquoise base color offset with cool pastel streaks reflect this startup company’s young, fresh and modern approach to business.
See how the soft blue tones applied on this website exude a sense of calm which matches well with the peaceful mood of this mindfulness-meditation space.
At Logitech, teal is the brand’s main color. You will find various shades of it around their website, from background colors to headings and links:
Tip 13: Reusing Codes and Visuals
Consistent visuals and layout enables you to reuse more of your content. This could be style sheets or images. As a result your site will load faster. For the simple reason that the user’s browser doesn’t need to download as many things, as old images and CSS are already stored in its cache.
For example, by integrating their logo into their navigation bar, Apple.com merges their brand with the page design:
Tip 14: Use Simple Fonts
Multiple styles of fonts are available but too much variety of them on your website will detract from your message. If your brand colors must be kept to the minimum to avoid turning your website into a circus, your typefaces must also be uniform across-the-board.
Therefore avoid font overload and choose a maximum of two that complement each other and reinforce the tone of your brand. This will give your website design consistency.
Whatever your preference, make sure the typeface is legible. Some fonts are just too quirky to be practical, not to mention useful. If your audience can’t read them, they’ll leave your website.
If you want to customize your own typeface, make sure it’s compatible with all internet browsers. To avoid the text not loading correctly when people view your website.
To be on the safer side, simply choose a webfont that’s hosted through a server like Google, embedded into the browser and then coded directly onto the website. This will ensure that your custom font will be formatted on the website the way you intended.
Tip 15: SiteContent Goals
It solves the problem of how to write great content for your website.
SiteContent is recommended for them to create ALL their content within SiteContent. It is an awesome platform for creating website content. It is a great place to set-up writing goals.
For the Wealthy Affiliate Super Affiliate Challenge 2019/2020, the content goal in the first month is to create a minimum of 12 articles through SiteContent and then publish them to your website.
Kyle’s recommended goals for participants in the challenge to set are:
- 12,000+ words from April 2nd to May 4th
- 12+ articles
To set your goals, you go to the Stats Tab within the SiteContent Platform:
Click the “Set Goals” button if you’ve never used the platform before. But if you have a current goal, you “Edit Goal” as shown below.
If you can create more content or publish more articles than 12, of course set that goal. For example, 20,000 words and 18 articles.
Here is a walk-through of the SiteContent platform to show you how you can leverage it.
Premium members have access to over 1 MILLION images within SiteContent to use as you see fit. Learn more about it in the link below:
Do you see how the platform can enable you beautify your content?
Recap of Your 2 Tasks:
- Set up SiteContent Word Goal (at least 12,000 words)
- Set-up SiteContent Article Goal (at least 12 articles)
Tip 16: Establish a Solid Framework of Content
Content is going to be the lifeblood of your business. Content comes in all shapes and sizes.
Know that content is SIMPLY communication.
This is true whether you read a blog post, a newspaper article, a novel, a status update on Facebook or Twitter, a comment or an opinion, a sales page, or email.
How the writer delivers their content is what will impact the readability and the engagement it gets.
So far as you write something, you’re a content creator. And as content creators, we can all communicate.
So don’t let the idea of content creation paralyze you. What you’re trying to do is simply communicate with your audience in your OWN PARTICULAR WAY.
How one person creates content and how they deliver it (their tone, opinions, etc.) will vary drastically from another person’s. That’s why you may like an author or a blog and another person may not.
So let consistent content creation become second nature to you.
Tip 17: How to Get More Traffic on Your Website – Create Keyword Rich Content
Online, you don’t just create content like that. You need to base them on keywords. In fact, keywords should be the starting point for all content you create.
Keywords will make you get ranked in search engines. This in turn will bring you traffic. Which will lead to a great deal of opportunities for you.
Here is a video about the process, from beginning to end:
You have an understanding of keywords now, don’t you?
But you must understand another very critical thing.
There are BILLIONS of untapped keywords out there. And also BILLIONS of keywords within the very niche you have chosen to work in.
Once you understand how to research keywords, you will NEVER (I repeat, NEVER) be short of ideas. In fact, you will be in the exact opposite position. That is, you will be swamped with ideas.
Too much of everything is bad, but this is a good exception.
Now, how do you find unlimited keywords, on any topic related to your niche?
The process is called the Alphabet Soup Technique.
Check this video to become well versed with it.
It is recommended to use the Alphabet Soup Technique in combination with Jaaxy.
All Wealthy Affiliate Premium members have full access it (Jaaxy Lite) right from the main menu.
A faster/more advanced version of Jaaxy, both Pro & Enterprise, are available Premium members.
Go for it if you have the budget to do so.
Meanwhile, you can learn more about the different versions of Jaaxy here.
Tip 18: White space
Content is king but cramming every square-inch of your website with content is not recommended. You need whitespace.
Whitespace, as a blank canvas, enables your eyes to avoid overstimulation and breathe.
“Fusing this design technique into your site actually boosts attention spans and comprehension rates by 20%,” we read in How to build brand consistency into your website design.
Notice how the prominent use of whitespace on this website almost gives the black and gray features an illusion of three-dimension.
See how this website underscores the company slogan, “the art of space” with a subtle but effective motif of a grayscale image fading into whitespace.
A website design that allies visual content with strategic whitespace gives the impression of being organized, polished and accessible. You would certainly want these three attributes associated with your brand, wouldn’t you?
Of course, because your customers will retain your brand identity better.
So surround images and text with whitespace to increase their legibility and thus be able to communicate your ideas more effectively.
Tip 19: Images
It is necessary for you to use images to enhance your content. But the graphics shouldn’t be flashier than your message. Otherwise they would overshadow what your brand is trying to communicate. However, you may place high-quality photographs intentionally at the beginning of your content to let your audience know what you represent.
Your images should always be compatible with the content on your website. They should not only clarify but also amplify the brand’s voice. This way, people can visualize what it means to be part a clientele of yours.
Let’s see examples.
Take Nike for example. The brand has successful carried out a campaign inspiring their customers to be fierce and gritty rule-breakers. And precisely the sleek vibe of their graphics suggests owning Nike gear can help develop such a persona. Which means that strategically curated images can send powerful non-verbal cues.
For a smart cosmopolitan look, this capital management website uses a cityscape banner against a contrasting black and navy background.
The three background images stacked on top of each other creates an ombre-like effect combining muted silhouettes and sharp, vivid details for this brand.
You may also experiment with background or banner images on your website’s homepage to create even more dimension and refine the brand identity.
Tip 20: Uniqueness
All the great ingredients on this earth used together cannot make a delicious meal without just a pinch of salt.
The same is true of branding.
Using all of the 19 elements above is not enough to have a brand that counts. You have to set your brand apart from the rest. Which means that you have to make it unique.
Do you think there’s a use in having a website that looks the same as your competitors’? Can it be really memorable? How could potential customers differentiate between yours and others?
Of course, it takes some imagination and a bit of effort to create a brand that’s different from the others. But that hard work is worth your while.
By putting in that extra work to create a unique brand, you’ll stand out from the competition, your visitors will likely remember you, and the likelihood that they’ll come back for more is great.
Let’s see a great example of a unique website design.
Below is Carbonica’s website. A whole lot of recycled paper textures, hand drawn fonts and cut-out style illustrations are integrated into the website design. The resulting earthy imagery evokes the sustainable image that Carbonica strives for. The brand is different enough to be remembered, right?
Finally, Which Businesses Need to be Branded?
When we talk of brands, in many people’s minds, it evokes images of big corporations. Building a strong brand is also important for small companies, personal websites and blogs.
There are countless millions of websites online. And many more are created each day. That’s a lot of competition.
Faced with such fierce competition, having a good brand will help you stand out and get noticed. So in designing your website, use these tips to help your brand get a head start from your competitors.
Remember, branding helps people differentiate between competing companies and judge quality at a glance.
And there’s nothing better than the web to build your brand.
Now, it’s your turn. You surely have some contribution to make on this subject. It will really be our pleasure to read it in the comment box below.
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