Why Your Brand Identity Matters in Creating Better Websites

Before meeting web designers who can help you construct your online space, you need to be clear on brand identity. A brand identity consists of all the elements that express your business' personality. From the typesetting to photography, all the visual features you use must make a statement about your company values and goals. 

What goes into a brand identity?

Developing a brand identity means getting clear on your brand strategy. This process involves mapping out and defining your 'why,' knowing your competitive position and being familiar with your industry's trends. Besides these, you also need an empirical view of the types of customers you know your business attracts.

Your brand strategy should include a SWOT analysis, brand values and beliefs, and details on your products, services, and price points. These things contribute to creating a brand essence, or the three- to five-word sentence that encapsulates what your brand is.

Other outputs from strategizing include the elevator pitch, a high-concept abstract of your brand; a value proposition statement that explains your unique offerings to your target market; and a messaging matrix, which shows 'belief statements' you can use online.

When you have these materials, you can deliver them to a graphic designer who makes a logo, palette, image style, and font recommendations that best exemplify the brand. After the designer develops a visual translation of the brand, a style guide follows, which will go to the website designer in charge of the build.

What makes a great website brief?

Ideally, your web design process must involve three phases. The first one is about understanding the brand. After forming the brand strategy and design, making the style guide and the brand elements handover follows. It is only here that work on online collateral begins.

Once you have a set brand identity, you can source or shoot photos and write content that aligns with it. You can also seek out a website design company's services. They will develop a design and wireframe, incorporate suggestions from managers, and revise, before going live.

Having your brand identity down will streamline your UX and web design process. It reduces the number of changes and misunderstandings that might stem from a vague brief. If a business is website-driven, you must have your brand identity baked into your web design. After all, it is your primary point of contact with customers.

What are on your web designer's to-do list?

The web designer is in charge of conveying your brand visually. To do this, they must select the right fonts, colors, and photos. Choosing the best fonts involves communicating your personality. Your writing style and the font you use should match, and your designer should know how to select fonts that are both evocative and readable.

Equally important is the amount of typefaces, or the modifications on the fonts used. You should not have more than two font types across the entire site; to show emphasis or variety, your web designer could play with the fonts' weights and sizes and create different typefaces.

The amount of negative space on a page also contributes to user experience. Ideally, your designer should use font size 16 or higher, with 1.5 spaces in between lines.

What's more, your brand should have a mono logo (a black and white version of the logo), with one or two accent colors. Your designer will use the colors on buttons, the navigation bar, and more. Ask them to provide other ways you could use the accent colors throughout the website.

Often, the pitfall of websites is amateur photography. Your designer must carefully select the types of images to use on your website; he should choose ones that do not muddle the brand identity.

Conclusion

Your brand tells your company's story; it shows people why your business delivers the products and services it does. To convey this correctly, you need to collaborate closely with strategists and designers. A good web designer can translate your brand's personality, mission-vision, goals, and objectives into a coherent online experience.

Show your customers what your company truly is about with a cohesive online brand. Let Envision Marketing help you create one; we provide the best website design solutions in Houston, TX. Request a call today and let us work on powering up your personalization!