Getting clear on your brand is essential for a winning website, so it’s crucial to invest, either in a professional or with your own time and energy.
If you decide to do it yourself – this guide will help you create a fantastic brand that tells your brand story, it’s much more than creating a logo and choosing fonts and colours.
Implementing a well-designed brand on your website will;
A successful brand is made up of three elements.
1. Brand Values
Your brand values are the foundations and core of your business.
Ask yourself the following questions.
Once you have the answers to these questions, put them together, reiterate and condense until you have a concise statement that describes your values perfectly. A waffly couple of paragraphs is not going to help you moving forward.
Don’t worry too much if you’re struggling with this, your values aren’t set in stone, and you can refine them over time as your business grows.
2. Brand VOICE
Next, we’re going talk about the brand voice, which is the personality of your business, the way it ‘sounds’. Every word of copy you write and every caption and comment on social media should all sound like they were said by the same person.
Emotions play a massive part in creating brand loyalty and will create a lasting impression on your audience.
When defining your brand voice as yourself the following questions.
Now put your answers together and edit to remove any crossovers, creating a concise Brand Voice.
3. Visual brand
Now for the fun bit – your visual brand is all the design elements typically associated with branding – like the fonts, colour palette, logo and imagery.
Fonts are instrumental in creating a visually stunning website and improving your customers’ experience on your site.
Which typefaces you choose, and the effect that they create will frame the way your brand communicates visually.
We can split fonts into six different styles.
How many fonts should I choose?
Ideally, you should use two fonts that express your brand perfectly. One for the titles and one for the body text with perhaps a third for your logo or on social media posts – something like a handwritten one, for example, but only if you haven’t got a handwritten one already.
Equally, don’t be afraid to use one typeface across your entire brand. Some fonts have multiple styles that can be used in different areas of your website to show the hierarchy. For body text (the paragraphs of text on your site), you should choose a font that has numerous styles. Including regular, italic, bold and bold italic.
If you choose a strong font, for example, display, script or handwritten. Then pair it with something simple to avoid a busy design with fonts competing.
Contrast is also essential – choose two that are too similar, and you’ll have a flat design.
There’s so much more to choosing colours for your website than aesthetics.
Colours evoke an emotional response, and the right colours communicate your brand’s message and personality immediately before even a single line of copy is read. Colour psychology is not an exact science. Preferences are personal, and they can be influenced by many things, such as culture and upbringing. Using the guide below, you should be able to choose the perfect colours for your brand.
Try to stick to two or three colours for your website that work harmoniously together. Using different shades or tints of these colour across your website to create interest and drama.
Think carefully about which of the colours you use for buttons – use your most eye-catching colours to ensure your buttons stand out.
Use contrast to ensure your text is easily readable and using colour to highlight areas can also be useful.
Colour has a powerful psychological effect on people’s emotions and decisions, and it’s the strongest tool in your branding arsenal.
People often think that branding is just the logo. However, you can’t create a successful logo without understanding the fonts and colours that will work well for your brand.
Now you’re clear on those, it will be much easier for you to get a logo designed.
Images are the final element of your visual brand, and I don’t just mean photographs. Graphics, illustrations and icons are equally powerful and allow you to inject some personality into your brand.
They illustrate your brand aesthetic and help you to connect with your ideal customer. I’m sure you’ve heard the phrase “a picture is worth a thousand words”, the right image can build a narrative that customers can engage with, relate to and identify with. They can get them to read on and stay on your website more than any written copy could.
Choosing images for your brand and website
Now that you’re clear on your brand personality ensure it comes through in every message across every platform. They should all have the same look and feel, be true to your values and be spoken in your brand voice so that you can rise above your competition and attract your ideal customer.
Do you have any website branding questions? I’d love to hear from you!