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Branding Your Website
Dec. 3, 2012 10:55 am
If your website was a gourmet hamburger, branding would be all of the deliciousness that goes along with it: pickles, tomato, onion, cheese, lettuce, bacon (!) and a toasty bun. The elements are not too much and not too little, and memorable enough to keep customers coming back bite after bite.
A burger lacking these elements is like a bad memory. The same with your website. The logo, color scheme, tone of voice, imagery and emotion of your brand need to be incorporated on your site.
The problem many clients run into is either, 1) they have very little offline branding and don't know the elements of their brand or, 2) the prior web designer neglected to incorporate these important elements and their site is underperforming.
Why are these branding elements important?
Okay, these elements are important. I can see you get that. Though I must caution you from the brink of using too much branding on your site. Note that branding is the accompaniment but you can't forget the beef! Customers are coming to your site to learn more about you, experience your brand and/or buy your product. A great website helps to build KLT (know, like, trust). Remember, branding is the too-good-to-pass-up deliciousness that makes your website unique--your audience appreciates all of those elements, but they came for the beef!
- let your audience know they're on the right website.
- create continuity between your offline, real life efforts and your web presence.
- build trust in your brand.
What about my logo?
You're proud of your logo. It's the culmination of blood, sweat, tears and a few hundred (maybe thousand) bucks. We get that. Your customers value your logo as well. But not in the center-of-the-page, no other information is provided kind of a way. It's more of a 2.5" x 2.5" kind of way.
There are a number of best practices for your logo's placement on your website. Typically, logos are in the upper-left corner of each page. Web users know to look there for a logo, and the goal is to build trust in your website. So, put it in the upper-left; no need to get fancy.
The logo should be click-able back to your homepage--another web standard. And, the logo should be big enough to be noticed within the first few seconds a user is on your website. You only have a precious few seconds to grab their attention and allow them to trust your site. Don't blow it!
Remember: Your logo is like the secret sauce. Important and tangy, but way-too-much and it's overbearing. We've all been there. Don't be that guy!
Pickles, lettuce, tomatoes, bacon, cheese, tomato...we could go on and on about a great gourmet burger (we're from Wisconsin after all). Just like this delectable delight, your website should incorporate all of the elements of your brand--or you may have angry (or confused) customers. Tone of voice, color scheme, imagery and feel are all important elements of your brand. A great website will incorporate each of them in addition to a hearty helping of meat (read: important content).
All of life is like a great burger
Alright, that statement may have gone a bit too far. But your website *is* like a great burger. Your site should incorporate all of the tasty elements of your brand--logo, color scheme, tone of voice, imagery and emotion, without forgetting the meaty parts. Customers are hungry to learn more about your brand. Don't disappoint them!
If you're lost on the way to a gourmet website, we have affectionados that would be happy to help. Would you like a free website review? We'd be happy to oblige you