What is Branding?
This article is not about searing a cow with a hot iron on the web. Coincidentally, branding is probably the most misunderstood design tactic among website owners, entrepreneurs and even marketers. If you think branding means making your business into a household name or creating a good logo, business name and design; you’re wrong. It is true, making your business a household name takes a well branded company. And yes, your logo, business name and design can be part of your branding however, neither one in and of itself really is branding.
To make things simple, branding is making your company image communicate preplanned characteristics. Meaning, giving evidence to your customer audience about who you are and what you stand for. If your company image attracts more sales for you business, you have a good brand, but if your business image repels your customers you have a bad brand.
Your Brand is Important
We often judge people by the clothes they wear, and the way they interact with us. Why should people judge your company differently. If you plan out your brand image first, you will have a lot better chance of displaying your brand image effectively. This way you can help influence your website visitors in how they will act on your site.
Having Your Web Site Display Your Brand
Your brand will only be as strong as its consistency. This means that you can’t send mixed messages about your brand image, everything about you business must agree with itself. This not only includes what is on your website, but all other interaction with your customers offline as well. The more consistent you are, the more your audience will trust you. The more your audience trusts you the more likely they will be to make a sale.
Your website might be the only interaction that your customers will receive from your business. For this reason, branding is just that more crucial for your web site. Make your visitors feel like they are dealing with a human instead of an online document will help them to identify with your business better.