For any business that strives to build a clientele through their website, it’s important to have a clear understanding of what your company’s brand is and how that translates to consumers. Sites that are most successful are able to use their image to market themselves to a specific audience, which leads to a large following online.
Before we dive into branding tips for small business websites, it’s important that we clarify what exactly a brand is.
What’s a Brand?
A brand is defined simply as what consumers know about you, which relates to image, product design and marketing, reputation, and the overall story of the company. All of these elements create an overall impression of a company based on how they choose to market themselves. Successful brands have a look that’s specific to their company. This look, or brand, is consistently implemented through their website and product design, advertisements and campaigns, as well as through a message or slogan to consumers.
A brand is what attracts consumers to a business, and should be thoroughly considered before implementation in order to be fully effective, contemporary and eye-catching. Here are some tips to keep in mind when considering a brand for your small business website.
1) Be Yourself
As a small business, there might be a tendency to compensate for your business’s size and compete with the big companies. While it’s important to aim high, remember not to sell yourself as a company that provides more than what you are capable of offering. From years of being exposed to scams and faulty sites on the internet, consumers are aware of honesty and will be turned off if your site seems inauthentic.
Instead of exaggerating accomplishments, be honest about your scope. Against huge corporations, a small business is entirely appealing to online shoppers.
2) Be Clear
It can be easy to get caught up in a variety of aesthetic options, so don’t try to communicate several styles to customers. Instead, focus on designing your website and products with a design that speaks to your company’s values.
A minimalist design gives the impression that your company values the simplicity of life, while an explosive website with a lot of graphics makes your site seem cutting-edge. Combined, this can be confusing. Choose a look and commit!
3) Be Adaptable
At the rate trends are moving through social media, it can be difficult to keep up with contemporary expectations. Companies often have to continuously rebrand to stay fresh, and it’s important that your business isn’t reluctant to change.
Be open to adapting your brand, and even have backup plans in case your first design choice doesn’t show results. Since you’re battling against culture changes, you’ll soon learn that you either have to think out of the box or be forgotten.
4) Take Risks
While it’s important to adapt, don’t mistake this for not committing to an idea and prematurely changing your plan if a brand isn’t selling. Before scrapping an idea, experiment with your image or go back to the drawing board and reinvigorate your website. Find ways to be bolder, more specific in your branding and less like competitors.
A brand is most powerful when it seems completely unique, so gather your team together and brainstorm ways your business can branch out.
5) Consult with Professionals
If you find yourself overwhelmed by the concept of branding or unsure of which look would be best for your company, it’s important to seek help from experts in the field. Sites such as http://www.rogue-media.com understand how to translate small business values into a sellable product brand that’s unique to your company.
Seeking the help of professionals is highly advisable, considering we don’t all begin our businesses with expert branding and marketing knowledge. However, they will ultimately help you build your brand. By encouraging you to think like the consumer and teaching you how to constantly adapt to your industry’s expectations, you will grasp a better understanding of how to brand your company with a unique look.
