Today were going to talk about websites and how your brand relates to it. Both subject matters can have an extensive book written on themselves alone but we will discuss how to incorporate your brand story within your website as well as conveying the extension of your brand with the proper design and interface for your site.
Every site requires a few features that should be included in some form, but the sites that really grab a users attention all depends on how you tell your story to your target audience.
So we will discuss the various topics from what is your brand, having your site target your specific audience, and the elements that help to enhance your brands trust and goals.
So before we get to the web portion lets look at what’s really vital for any business…
Your Brand.
When it comes to branding for your business a lot of individuals think that just consists of a logo. In reality there is a major difference between the two. Let’s break them down so you have a better understanding.
First the logo.
When we look at branding the logo is only a small aspect of the “BRAND”. Actually the logo is a mark or a stamp that helps to represent the brand. It is only an extension, or element, of the brand. Most people think if they have a logo they have a brand. This leads to many miscommunications and is why many entrepreneurs sometimes need to be taught the significant difference.
The brand is who your business is. That is why agencies create processes to research who and what the brand represents, its missions, and goals in order to create the elements, like the logo to point back to the brand. This is where the term brand identity comes from.
But let’s look at this from a perspective as people. Everybody has a name and some characteristics about them. Your name does not define who your nor are your attributes/ characteristics. These are all elements that help to identify you as a person. Your friends, co-workers, and colleagues will know and describe you by your traits but it only helps to identify the story of you.
Your name only represents who you are.
So if you really think about it we all are walking brands and how we choose to tell our story is up to us.
Now that you have a better understanding of what a brand is and brand identity lets look at how and what the elements do to help tell the story (representation) of your brand.
When people first see you they have preconceived ideas about you and then when they interact with you they become familiar with you thus beginning to form a connection with you and most importantly trust.
For humans trust plays a vital role in our everyday lives especially in our relationships. You wouldn’t befriend someone if you felt like they were out to get you or they were constantly lying to you. If that was the case why would you hang or be with them.
People associate with who they feel or have some form of connection with. There is no difference between a brand and a business. Think about it, why do you shop at certain retail stores or buy from specific companies?
You feel the company either answers what you were looking for or they have created a form of connection that resonates with you as a customer, therefore creating a form of trust.
That’s it when it comes to help break down the difference between branding and your logo and all the elements that point back to the brand story.
Now for one of the biggest elements to help tell your brand story online…
Your Website.
I’ll start with this. If your not online in some form or fashion you have already lost a great percentage of sales and potential clients. The world of web and the interenet is a direct line for customers to find out who you are.
Did you know there are over 1.5 billion sites online right now. source
As those numbers may seem intimidating these numbers are not including the businesses that don’t have any online presence. We cant forget the fact that your website should be, sorry correction, needs to be responsive. In other words mobile friendly.
Another fun fact 60% of websites are viewed from a mobile device (source). A scary fact based on these numbers is that 44% of Fortune 500 companies have sites that are not even mobile friendly. Up and coming developers that says there are a lot of opportunities out there for you.
What does this mean? You as a business owner having a website and being sure that it is optimized for responsive design already means you have more than a 44% leg up on many businesses, especially Fortune 500.
I know me spitting numbers out like that can be quite intimidating but you forgot to factor one thing in the equation. That one thing is YOU.
There is no one like you and what you create and bring to the world will be different than what any other person or business has brought to the world. Even if your in the same industry.
This is why branding and your brand story is vital. The development of brand identity asks the questions who you are, what are you about, who is your target audience, and the spice you represent. You then begin to bring something new to the market place.
Still unsure if what you do will make a significant difference or not sure how to stand up to the so called big shots or other competitors.
One word. SPECIALIZE.
What are you good at? Another word that can be used here is niche (pronounced knee -sh). Find a specific select market group that you can provide a service or product for and you can still make a substantial profit with your business.
The question to ask now when you specialize in a niche market is, how does this market find you…
ready for it?…Your Website.
Don’t get me wrong every business is different and I am all for one to trust your gut or DNA if your trying to build your business differently and you don’t want a website. But don’t let that, or fear of not knowing anything about the web, or where to begin, be your excuse to creating an online presence.
Do you remember the numbers I spoke about earlier. Your already losing if you don’t have a website. Do you know how many searches are done everyday…exactly, you will be surprised how many people are looking for hand made crocheted hand bags.
The internet has opened up avenues for anyone who has an idea to create a business for themselves. What are you waiting for.
So you may be asking with all this information of branding and having a website where does design play a role.
Great question.
Design plays a role when it comes to creating interfaces (the look of your site and how users interact). You may say ok I have a business and I know I need a website, but before you jump in the DIY lane and get started. Think very carefully and hire a designer.
Why? Because the elements of your brand all have to point back to the brand story. Your website needs to represent a form of trust, it needs to be designed with the user in mind. So based on your target audience your site needs to be designed in a way how users will experience easy navigation to their desired destination.
An important component a website also needs is SEO. What this basically means is how easily can your customers/clients find you on the web. Hiring a developer/designer gives you the advantage for you to focus on the business while the expert builds what you need to enhance your brand story.
In wrapping up there you have it. What exactly a brand is, how you can properly communicate through the brand element: your website. So just as any business, don’t look at it as an expense but an investment. If your looking to grow your business it is vital to use your resources to invest back into your business and hire either a design agency or developer to help grow your business. Hire the experts of the field so you can improve yourself and be the expert of your business.