When it comes down to brand creation, a company’s website and digital marketing presence now need to be front and centre when choices are made. A company’s brand is so essential. It’s the business philosophy, its culture as well as ethos, its products, its team, the customer service, its corporate reputation. The logo, colours, fonts, and design detail are the visual representation of that brand. They are required to work together in order to grab the customer’s attention, ignite recognition and develop loyalty.
In today’s digital landscape, strong online branding and digital marketing will give you the opportunity to have a closer connection with your prospective customers. This will lead to conversion and retention.
Without a strong online brand, a business will experience reduced competitiveness, inaccessible products and services, customer confusion, and dissatisfaction. As your online brand shows its form in all your customer touchpoints, then to say it is everything is really not an overstatement.
Getting It Right Is Vital
So, it’s natural that designing a brand often involves so many individuals. It’s a fantastic process and not something which can be done in a short space of time. A brand and its visual representations will hopefully be with a business for some time, in various guises, so it’s very important to get it right. The trouble with lots of people being involved though, is that the water gets muddied – and they’re not always the correct people.
Sometimes, there’s a tendency for us marketers to get a little bit too caught up in the creative side of things. Most people don’t work in marketing. They might not appreciate the time it’s taken to decide on the background, the choice of colours, the font, or the symbolic way that crest rises above the dot on the i.
Instead of getting caught up with the design, perhaps the main focus of any brand creation should be the audience. Perhaps it’s best to keep it straightforward and focus on what the branding really needs to achieve.
It needs to be memorable and work across a range of channels. According to Forbes, presenting a brand consistently across all platforms can increase revenue by up to 23%. If your product packaging, social media posts, website, and promotional material send a uniform message about your brand identity and its core values, the better things are likely to be for your business. Look at Amazon. Their logo is hardly Van Gogh, and their homepage isn’t at all “pretty” – but it’s definitely working.