What are the factors that make your business or brand special? There are thousands of businesses and brands globally, and the numbers are increasing. But we are familiar with only a few brand names like KFC, Apple, etc.
When customers decide to buy a product or avail a service, they are not always looking for cheaper brands. They always purchase products or avail services from the brand based on quality, security, and how they feel connected to the brand.
It is important to keep up with the web design trends to get notice of the audience. But is just staying with the trends important? There's much more to it.
Have you ever thought about what makes these famous companies and businesses stand out? The answer is Brand Essence.
What is Brand Essence?
Brand Essence is your company's brand identity, representing all of the unique components of your business that separate it from the competition.
Is it just about your logo or the brand colors you choose for your website? The logo and brand colors do matter; however, there is much more when it comes to the brand essence of a company or business.
Brand essence represents brand values and personality. Your brand essence encompasses everything from your unique tone of voice to your brand image, the message you put out to the world, and even what you stand for.
What is the role of brand essence in your website?
The first impression of a potential lead is always a big deal for a brand.
Your website is one of the first places where your customers visit. When they arrive on your landing page or home page, everything there should help them make an immediate emotional connection.
So everything from having a unique design for your homepage to the pictures of your product pages should delight and impress your customer. If any one of the elements seems wrong or complex on your website, it could also give a wrong impression to your customers.
There are 3 elements you should consider when you think of your company's brand essence, aligned to the customers of the modern world:
- It should build trust with your customer
- It should make you stand out
- It should create an emotional connection
Let us understand these elements a bit more.
Building trust with your customer
From marketing your products and services to interacting with customers, your brand should be the main component to describe everything your business does. When your customers visit your website, your brand's logo, color, and website elements should represent who you are and what your business can do for them.
Make you stand out
There are so many brands on the internet today in your business niche. This is the main reason why you need to stand out. Your brand essence will differentiate you from other brands, show your brand's unique features, and attract customers.
Create an emotional connection
Your brand essence should show your brand's unique values, mission, and quality. It attracts customers, and they feel and connect with you on an emotional level. People nowadays are more involved in purchasing something that represents a value or supports a cause.
5 Tips to infuse brand essence in your website
Choose your brand colors carefully
Brand colors are an essential part of your brand essence. Color themes play a vital role in building your brand. The colors include everything from the packaging color you choose for your products to the color shades in your logo.
Stick with the same colors and shades in all digital platforms you use. This is because the same use of color is psychologically proven to help improve your website's recognition and brand by up to 80%.
So keeping all these things in mind, you should choose your colors effectively for your website.
Choose a font that speaks of you
Your website colors are just one component of your brand essence. Fonts and typography are other components that customers use to recognize and understand your business.
There are many different styles of fonts available that can be used. However, your brand should have a specific selection of fonts that can be used everywhere. If you have a typeface logo, you might have a particular font for this.
Always choose the right fonts for your website that speak something about your company and what it stands for.
Images are important, but the logo should stand out
Every image and graphic you use plays a huge role in your website. Images and graphics clearly portray the sentiment and personality of your brand. For example, photos of your team showing the real humans behind your products and services can show these images on your website.
If you have dedicated brand colors, you can include the colors in your images. However, the most valuable graphic on your website should always be your logo. You can also add custom logo stickers to your website pages so that it looks more powerful.
So you should ensure that no matter how much visual content you have on your page, your logo still stands out.
Deliver the right message
Another important thing is to ensure that you are sending the right message to your audience. In other words, you should deliver what you want your customers to think and feel when they land on your website.
When a brand engages with a customer, its essence is simply the promise of the sensation it will give them. When the message is genuinely delivered, the brand is built.
Your core message is to be repeated in all the digital platforms that you use. This means you deliver your ideas and values on your homepage and references of your message on every product page.
Never Copy Competitors
Exploring your competitors' website designs and ideas is one of the easiest ways to get inspiration for your website design. It will help you understand how you can represent your brand more effectively.
It will help you know what's going into the trends and the design strategies that attract your target audience. It also teaches you what you should and should not do in your website design.
Take the unique features of your company and think of what will represent your 'About Page' more effectively. You can also bring in the brand personality through your employees and work culture, thereby bringing it into your website design.
The main point of getting brand essence into your web design strategy is that it helps you differentiate yourself and your brand and shows your uniqueness from the other brands. So, in short, avoid copying from your competitors and be unique.
Starting with establishing what makes you distinct and ending with conveying a compelling story, you can define your brand's essence. You will have built a distinct brand with a story that engages your consumers, motivates them with emotional cues, and conveys the unique selling proposition or characteristic behind your brand once you've armed it with a memorable narrative.
What distinguishes successful businesses from those that fail is a brand's capacity to create an emotional connection with its audience. In a nutshell, brand essence is a successful tale.
So, what are you waiting for? Be it for a new website or even if you are revamping your website, I hope the tips shared above will grow your brand essence.
Still have doubts? We are more than happy to be of assistance to you. Contact us!