The Importance of Great Branding for a New Website

As a website design agency, you’d be forgiven for believing that we wouldn’t be concerned with the overall branding of a potential client. That we’re just here to facilitate the design & build of a website regardless of the identity of the brand. This could not be further from the truth.

As visually aware designers, we are always critiquing everything that we see around us. Be it a logo, website, app or restaurant menu, we just can’t help but analyse the typography, photography, colour choices and overall layout of almost everything we see.

It’s a compulsion. A curse almost. But as designers, one we’d rather not live without.

People connect with brands

Take a moment to think about the products and services that you use in your life. Professional and otherwise. Now consider why.

You probably made your choice based on a range of factors. Budget, recommendation, quality of goods and professionalism all play a part. Plus, if choosing a product or service as a consumer, you have been swayed by the brand itself.

We’re living in an age where the look of the brand, its tone of voice and what it stands for are almost as important as the product. Perhaps more so.

Take Apple Computers for example. A company that was on the verge of failing in the late nineties, but whose fortune turned around thanks to a revamped product line, some rather nifty advertising and an all-important brand repositioning. These factors helped Apple target consumers who were happy to pay a premium for their products.

Be it a consumer electronics company, restaurant chain or online insurance firm, we (the consumer) are typically swayed by the brand itself as well as any other factor.

Take a moment to consider that potential customers will be comparing your services and products against those of your competitors. What is going to differentiate you from the rest of the pack? Chances are that some strong branding will help you stand out from the crowd.

 

Are your brand ID and logo up to scratch?

We love designing websites. In fact, there’s nothing more we like to do than create a great website for a client, see it attract a steady stream of visitors and boost their revenue. But it pains us to see our valued customers using a brand ID that doesn’t do them any favours.

Why spend lots of money on a shiny new website only to decorate it with a logo that looks like it was created in 1985 using Microsoft Paint?

In most instances, a client comes to us for a new website because there’s a change happening within the company. Be it the launch of a new product line, refocusing services or just a desire to look more professional. Either way, if you’re in a similar position, we strongly suggest a review of your brand to bring it in line with those changes.

You owe it to yourself to make sure your brand ID & logo are going to attract the right customers and communicate the correct values. Does your brand fully communicate the following values?

• Trusted
• Professional
• Good Quality
• Modern & Forward-thinking
• Warm / Approachable

If not, the level of investment in your website may not provide the ROI that you’re looking for.

 

Great branding is an investment

When designing websites we’re often asked to make them ‘future-proof’, meaning the website should have longevity. After all, our clients are investing a lot of money with us, so the site shouldn’t require any major changes for some time.

Think of redesigning your logo as placing a similar investment in the overall longevity of your company. Prolonging the life of your brand and staying relevant in an increasingly competitive marketplace.

We have worked with many clients to improve their branding. Creating new, modern logo designs which effectively communicate who they are, what they do and, crucially, set them apart from their competitors. Examples include Caranday Electrics, Amitruck, Purlos, Paradise Pines and most recently Perseus Goods.

If you’re thinking about investing in a new website and would like us to review your branding as part of the project, feel free to get in touch with us at LWDA. We’re always happy to discuss new projects and will always give you our honest opinion.

Be it a full logo redesign or just a subtle refresh, we can help breathe new life into your brand.

Great Branding: Further Reading

Thanks for taking the time to read the above article. We certainly hope you found it useful.

If you did, you may also like these related posts:

1. How to tell a brand story
2. 7 reasons why your website isn’t working and how to improve it

Please come back again soon for more tips and insights.