Everything You Need to Know About Branding in Web Design
What makes you special? The answer might vary depending on how you see yourself, but things like your favorite color, your job, your hobbies, and your personality are all pieces of what make you unique. What makes your business distinctive? The answer to this question can be summed up in two words: your brand. Branding is a key element in everything that you do, including social media marketing and web design. What do you need to know when building your website?
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What Is Branding?
Your business’ brand is comprised of a variety of things that make your products, employees, and marketing materials immediately identifiable. Some of the things that are part of your brand are:
- Color palette
- Tagline or slogan
- Tone and personality
Your website is a fantastic opportunity to show your target audience what your brand is. The branding elements used should be identical to themes used elsewhere, like on your Facebook page or in your sales literature.
Incorporating Branding in Your Web Design
After you have established the core elements of your brand, you need to integrate them into your web design. There are many different ways that you can do so, including:
- Color: Incorporate the colors of your brand and logo into website features like the header, links, and navigation menu.
- Imagery: All drawings, photos, and videos on your website should feel aligned with your brand and flow together. For example, if you use snapshots of your products for three photos on a page, adding a stock imagery cartoon as the fourth picture might feel out of place.
- Tagline: The slogan of your business should be included in the header and other page elements to create a cohesive experience.
- Tone and Personality: All of your copy should sound like it was written by the same person and use a unified brand voice. What words would your target audience use to talk about your product? What tone do they expect from your industry? Take time in crafting the perfect copy.
- Logo Size and Position: Keep your logo in the same place on every page. Many companies do this to offer a branded experience and so visitors can easily navigate back to the home page. Next time you are shopping online, pay attention to how businesses use a logo in the top left or right to help you navigate.
Thinking Critically About Your Brand Voice
One of the hardest things to master when creating a branded web design is brand voice. In order to have a cohesive brand voice, you must have an in-depth understanding of your target audience and what they want to see. You also need to know who you are and who you aren’t. Some of the elements that make up your brand voice include:
- Sentence length: long and complex, short and succedent, or a mixture of the two
- Tempo: short paragraphs with spacing every few sentences or longer paragraphs packed with information
- Pronouns: first person, second person, or third person
- Technical Language: industry-specific language that would only be familiar to someone within the industry or casual language that is designed for the everyday reader
- Contractions: using “they are” instead of “they’re” or using contractions throughout the copy
- Colloquialisms: using casual language that is less structured or keeping copy more formal and polished
Creating your brand voice is an ongoing endeavour, but capturing it will ensure your website feels branded and professional.
Consistency Is the Most Important Element of Branded Web Design
The websites that carry out branding most effectively are those that are consistent. Every page should have the same tone and branding elements. Do not change fonts or colors across pages. When navigating through your site, every page should feel like it is part of the same website and from the same brand. Any pages that stick out might confuse the visitor or make the website seem disjointed.