When it comes to your brand online, your website is at the forefront. In many cases, it's a person's first interaction with your brand. As such, it's incredibly important that your website represents your brand well. After all, with your website speaking for you, don't you want it to be making a good first impression?
Here are five ways to successfully convey your brand via your website.
1. Choose your colors wisely
Every color has certain moods attached to it, which means it plays a big part in how your brand is perceived. Using the wrong choice in colors can negatively affect how others see your brand.
For example, if you have a natural foods company and use red in your branding, how do you think that would come across? Red is not a color people associate with nature and freshness. Instead, it is seen as passionate, assertive, and (sometimes) angry. Not exactly the connotation you want with your natural food brand, right?
Think about your brand's values and choose colors that correspond. If you want to come across as cheerful and friendly, orange and yellow are good choices. Blue is seen as trustworthy and calming, while purple is associated with luxury and wealth. Your choice in colors can help you get your values across -- or, choosing ones that evoke a different feeling can can confuse your audience.
2. Use appropriate fonts
Every font has a personality, and like your site's color palette, it's important to choose fonts whose personality matches that of your brand. The fonts used on your site in conjunction with your color palette will have an impact in making an impression on your site's visitors.
Are you looking to come across as trustworthy and professional? Then keeping it simple with a serif or sans-serif font is the way to go. If your site caters to children, then a fun, whimsical font might be a better choice. Keep your audience in mind and use fonts that are geared towards them as well as the values you want to present.
When in doubt, choose a serif or sans-serif font. They're simple and can be used in a variety of circumstances. In fact, it’s wise to use them for your site's body copy anyway since they're easy to read. Any other fonts you choose are better suited as accents, such as headings, due to readability.
3. Select photos that reflect your brand
The photos displayed on your site can really support your brand if done right. If not, like colors and fonts, they can send the wrong message.
Choose a photo aesthetic that reflects your brand. Yes, just like how you chose your site's colors and fonts, your choice in photography should represent your brand. A rustic brand should include images that are warm, inviting, and of course, rustic. Light, airy images would look out of place here, as would dark and moody photos.
Besides the style of the photos you use, one other important thing to keep in mind is to use high-quality images. Regardless of your brand's values, using low-quality images will make you look like an amateur. Images typically take up a large amount of space on a site, so it's crucial that they make a good impression. Using grainy, poorly lit images won't make a good one.
4. Use your voice
The tone you use in your site's copy is just as important as aesthetics in conveying your brand on your site. Your brand is composed of everything you put out there, whether it be visuals, products, or content. If your words and imagery don't match up, your brand won't be as strong as it could be.
If your brand's audience is children, you probably won't be using large words and very formal language. In contrast, if your brand is professional, you won't be using chat speak. Regardless of how you talk, it's important to really think about the words you're using for your brand. Channel your brand's values and audience when speaking for it.
Every little spot on your site is an opportunity to let your voice shine through, so don't just think in terms of paragraphs and blog posts. Think of the small details that make up your site.
That small little button on your sidebar? That's a great place to showcase your voice. Think of the difference between "contact us" and "get in touch." Both essentially mean the same thing, but one is a lot more formal while the other is friendlier.
5. Be consistent
Perhaps the most important aspect in branding your site is to be consistent. Everything from your site's fonts, colors, and photos to the tone used in your site's copy should inspire the same feelings.
That means picking a color palette and sticking with it. Don't introduce new colors where they're not necessary. Pick 2-3 fonts and use them throughout your site. Choose a photography aesthetic and make sure all the photos on your site align with it. Use the same tone in all your site copy.
Keeping everything consistent helps your brand remain cohesive and therefore, memorable, which is key to staying top of mind for your customers and clients.
Let your website do the talking
Your website is often your brand’s first impression on potential clients, customers, and readers. With consistent and on-point colors, fonts, photos, and tone, it’ll pave the way for your audience to get to know you and your business how you want them to.
Allyssa Barnes
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