Why Branding is Important to Web Design

July 14th, 2017 in Design, Marketing, Web Branding web design

Branding can be a word that appears to lose meaning in its ubiquity. We all know what a brand is, right? We all understand that branding is important, don’t we? Well, maybe. But can we really quantify the benefits of branding in ways that strengthen our digital offerings?

Of course we can – but it requires a little bit of thought.

 

Customer Perception

Branding is as important to a website as it is to a drinks bottle or a hotel resort – it provides a seal of pre-approval. If your website agrees with a wider brand your company has already established – and is trusted by its customers – then automatically it will win people over and make them feel more comfortable.

The reverse is true, too, of course … but let’s for the moment assume your brand is good. Your website needs to mirror your wider brand – not be considered as separate to it because it is online or in a different format to your usual material – because it is part of that brand. Digital is increasingly integral to everything a business does, so it’s worth making it look that way, too.

 

Conveying Goals & Messages

The importance of branding to a website isn’t just about tying it into your wider activity, however. It’s also about grabbing attention and giving website users a specific message or goal in the moment that they arrive at the site. A good brand is designed to catch the eye of its target audience – so a good website will use it to good effect to attract and retain browsers.

Likewise, it will utilise the brand to offer a call to action. These can be key in directing users around your website, and towards the ends you’d like them to reach. A call to action can be a prompt to make a purchase or enter personal information, to subscribe or to get in touch. A good brand will subtly reinforce whatever action you wish your visitors to take: through colour, navigation, layout and messaging, a website can steer browsers in the appropriate directions for them.

 

Consistency & Usability

Indeed, the key goal for any website is usability. The most important metric by which to measure your site is simple: will the user enjoy the experience of visiting it, and will they get from their visit whatever it was they wished to obtain? A good user experience will result in repeat visits – and therefore repeat business. Branding is crucial here because it provides consistency and familiarity – which makes any visit anywhere easier.

First and foremost, a good brand is an expression of quality. Your branding says something about your product or service, and aims to inspire confidence. On a website, this will result in heightened engagement and greater usability – and that’s why branding is so important to web design.

 

Contact Image Plus for Website Design & Development

If you’re looking for a web design company in Coventry, Warwickshire and would like some support with a website, then please feel free to contact us and speak to one of our website design specialists.

Contact us on 024 7683 4780 or send us an email at info@image-plus.co.uk.

Why Web Design Is Like Parallel Parking

May 7th, 2013 in Bespoke, Design, Marketing Branding Design marketing SEO

James and I were over in Belfast last week meeting with a client. Instead of boring you with a field report, though, I thought you’d find this video more interesting. Filmed in Belfast, but nothing to do with us, we only watched it for the first time when we got back home. Put the kettle on, grab a tea or coffee, and settle in: this one takes a while.

You have to feel sorry for the poor woman (and let’s not make a point about her gender, lads – we’re all above that). She’s obviously just found herself in that zone where nothing you do quite works. We’ve all been there, and nothing’s worse than being watched while you’re in that kind of mood. It only makes things worse!

But you also have to kind of admire her. Not for her parking skills, maybe, but certainly for her persistence and refusal just to give up.

We were in Belfast about a website – of course. We build these things all day every day, for all kinds of different clients selling all sorts of different products to all kinds of different people. The one thing all these sites have in common, though, is the need to keep working on them. Whether it’s an e-commerce site or a blogging site, a straight brochure design or something more bespoke, there’s a simple rule of thumb that works for every site we build: keeping going back, don’t give up.

Sites are like anything else. The first draft might not work. You might put it up and not get the traffic you like. It might work brilliantly for a year or two and then suddenly no longer suit your business. The trick is to understand that a website is always a work in progress.

The powerful thing about the internet is that it’s always changing, constantly updated with the latest information. That means that your website should be tinkered with almost daily – and that it’s worth persevering to ensure you get things just right.

Growing your business and your website together doesn’t just make sense – it’s easy once you get the persistence bug. Change your colour scheme with each marketing campaign; tweak your copy so that search engines direct users to your site more regularly; tweak the design so that it looks its best on every platform. Keep going back, don’t give up.

So, like the lady parking that car, you should keep at it. The Image+ team promise not to turn up at your offices and make a YouTube video about it – but over the years we’ve become adept at helping ease your website into the right space.

Why Clearing Snow Is Like Designing A Brand

March 26th, 2013 in Design Branding Design

There’s something about unseasonal snow that maybe makes you look at it a bit differently. We’re well into March here in the UK, and yet we’ve just had an extremely late – and extremely large – dumping of snow across the Midlands and the North. Naturally, that’s hit Image+’s Coventry HQ.

shovel[1]

It’s not just us who have been affected, either: I was walking – skating, really – down the street at the weekend, and spotted a Peter Savage manhole cover peeking through the white stuff. Peter Savage are one of our clients, so spotting their name on a patch of cleared snow led me to thinking: how is branding like clearing snow?

In the same way as getting out the shovel and clearing your driveway, designing a brand involves an awful lot of work: your company might mean many different things to you, and certainly to your entire staff base. How do you go about making a path through all that to a simple, easily recognised brand?

Underneath all that accumulation of ideas, visions and impressions lie the foundation slabs of your business. Devising a brand – whether that means designing a logo, a colour profile, or establishing detailed branding guidelines – is about shovelling away everything you don’t need and unearthing the essentials that you do.

A brand summarises your company and encapsulates its essence: it might promote confidence or trust, project creativity or reliability; it could be bold or subtle, contemporary or traditional. Whatever the core values and virtues of your organisation, your brand has to embody them. A brand unifies a company’s offering, allows customers to connect with you, and offers the most powerful platform you’ll have to make your pitch. Its absolutely key, then, that you do your branding right – if you do a bad job of clearing that driveway, someone’s going to slip up.

At Image+, we’re more than used to chatting with our clients, coming to understand their business, and designing with them a brand that speaks to their customers in just the right voice. Fonts, colours, shapes and slogans can all, when carefully chosen, combine to speak volumes. Your customer might only glance at your logo, or cast their eye over your brochure, but the right branding will tell them an awful lot – and start your sales pitch – before they’ve read, or you’ve spoken, a single word.

Which brings us back to that manhole: with all the snow cleared away, there was Peter Savage’s logo for all to see.