Brands are important – they are what separates one service or product from another. Your website should be no different; it should have a brand and a positive brand association to go with it.
The importance of branding
There are billions of websites online and this number is constantly growing. I have already written about the importance of differentiation – branding helps you do just that.Your community needs a strong brand if it is to be remembered by those that visit.
Repeat visitors are crucial to your success – if your brand is strong enough, your site will be remembered and people will return time and again.
Recently I heard someone talking about the Orange Savings Account – I had never heard of this product before, but presumed it was from ING Direct due to the way their brand is associated with savings accounts and the colour orange.
If your brand is weak or unclear, it is likely that your site will be forgotten or passed over during the journeys of the average Web surfer – do not allow this to happen.
Effective branding methods
The image on the left is of a red soda can. What brands spring to mind when you see this image? My bet is that amongst your first thoughts is the ‘Coca-Cola’ brand – this is due to their association with the colour red.
Colour can be used as a fantastic trigger; people may think of your brand as soon as they see a strong emphasis on a particular colour – you can use this to your advantage by choosing a strong, attractive colour scheme for your site and using this as part of your branding campaign.
Logos can also be used to strengthen your brand – often, they are the most prominent and eye catching part of your website. It is essential that if your branding is to rely on your logo, you design one that is perfect for the message you want to convey. Remember that if you want your brand to be associated solely with your logo, it will be a challenge to change or update your logo in the future.
I would argue that the community of your personality can also be considered a brand. If your community has a unique personality you can use this to your advantage and continue to brand and develop your site in that direction.
Your thoughts on website branding
Have you considered branding as a way of marketing your site? What methods have you employed? Feel free to share your thoughts and opinions on this article by leaving a comment below.