Your website is more than just a digital platform; it's a reflection of your brand and a crucial part of your marketing strategy. It's not enough to rely solely on advanced technology to create an impressive website. The key is to create a user experience that leaves a lasting, positive impression. By combining excellent design with high-quality content and innovative technology, you can create a website that not only attracts users but also encourages them to stay, make a purchase, and return in the future.
At the heart of any company's image is its brand identity system. This system is a collection of objectives and ideas that materialize into tangible elements like a logo. Think of the Nike swoosh or Apple's apple symbol. This system encapsulates the company's perceived image, its target audience and their expectations, and the company's unique position in the market. The logo or trademark is the most crucial element in identifying a company, brand, or product.
Your brand identity is so crucial that it should be the starting point for all other forms of brand communication. This includes brochures, business stationery, advertising, annual reports, and, most importantly, your website. All these elements should communicate a consistent message in a unified language. For instance, a high-tech company wouldn't benefit from a traditional corporate-looking brochure, and a brand with a feminine image wouldn't do well with a high-tech website design.
Consider an established brand like GAP. The brand's identity, the ambiance of its stores, the design of its print ads, and the essence of its TV ad campaigns all speak the same language. The website is a direct reflection of all these elements. Many traditional companies that have transitioned to the digital world rely on their established brand essence to influence their website design.
This doesn't mean that all elements should look identical. The brand identity is the starting point, but the annual report, the website, and the print ads are like different children of the same family. They're not exact replicas, but they're similar enough to show they're related.
In conclusion, your website should look and feel like it's part of the company or product it represents. Fonts, colors, voice, and attitude should be consistent across all marketing platforms. At the same time, your website should communicate in the way a website needs to communicate. It should feel like a website, but it should also effectively represent your company's brand and image. Above all, it must retain the integrity of the brand.
For more information on brand identity, check out this article from Forbes. For tips on website design, Smashing Magazine offers a comprehensive guide.
