Branding Your Website

There are plenty of articles on branding as it relates to marketing and advertising, so we will stick with the design part. First determine if you have an existing brand or you need to develop one.

The Discipline of Branding

pantoneDesign Branding is all about the look and feel of your website. There are plenty of articles on branding as it relates to marketing and advertising, so we will stick with the design part.

If you have an existing brand is it consistent across all media?

Is your look the same on Facebook as it is on your storefront or existing web page?

Are all your printed materials and accessories following the same standard?

If you answered YES to all of these, you're doing great; if NO, decide what to do next.

Take a look at what you have

  • Do you already have a logo for your business or organization?
  • Do you have a "Tagline" you use to describe your business?
  • Do you use certain colors in your store, advertisements, logo, etc.?
  • Do you have a set typeface or group of typefaces you use in your print and adverstising publications?
  • Does your business have a brand manual?

Crafting Your Message - Defining Your Desired Outcome

What Do You Mean To Say

messagingThis is probably one of the most difficult parts of the design process, because it makes the link between defining your business image and your business objectives.

If you don't already have one, identify your positioning statement - the central idea or theme for all your marketing activities. A positioning statement is a short, declarative sentence that states just one benefit that addresses your target market’s No. 1 challenge and easily adapts to all marketing communications such as product descriptions, web sites, sales presentations, brochures and advertisements.

What To Define

Define business goals for your website & online marketing
What is the purpose for your content and what are you hoping to accomplish? Is your website primarily to inform, or to sell?
Define your audience and user goals
Who is your audience, and what do you want them to do when they visit your site? What is your Call To Action?
Audit your existing content for consistency and relevancy
Catalog all your recent marketing materials and asses it. Answer the following questions:
  • How OLD is it?
  • Who Created it?
  • Who READ it?
  • Is It STILL Relevant?
  • Continue to Use or Discard?
You can capture all your data on a simple spreadsheet to help analyze what you have and what you need.