What makes one company and its brand so special? We are all familiar with numerous tech companies that are striving to produce quality products and become recognizable on the market, but not many of them get so loyal and dedicated buyers like Apple for example. What makes that brand so special? Why does it have so many buyers? Part of the answer is in the fact that the very essence of the brand is clearly incorporated in all promotional activities, and of course, the second part of the answer is in the fact that Apple has high-quality products.
The essence of the brand or brand identity assumes all unique components of any business, that makes it stand out from the competition. We already wrote about the 5 key elements for building a brand identity where we pointed out that not just logo and brand name present the main part of the whole puzzle, there are many other elements, and one of the most crucial ones is the website.
When buyers make decisions about purchasing products and choose a brand, they are not searching for just any product based on the price, they want to connect with the brand and share the same values. Then your brand should win their trust by a well-thought and told story.
A strong digital presence is very important so the buyers hear and learn about your brand. A website serves as a basis and social media as channels for sharing quality content. Thanks to that content or direct Google search, most buyers discover new brands. By incorporating some of the essential brand elements into the website, you can get better brand recognition and it becomes special, which certainly helps in becoming noticeable.
Why should the brand essence be present on the website?
Because first impressions matter. Ideally, your site visitors should fall in love at first sight with your website and its functionalities, they would be dazzled by product images, visuals on the first page, unique design, etc. unfortunately, we don’t live in such a world, so only one wrong element could make the buyers leave your website because of the bad impression. What can you achieve by adding key brand elements to the site?
- Strengthen the trust between brand and target group – your brand should constantly present your company in the best possible way, and be a bridge between the buyers and you as its creator. When buyers visit your website, everything, starting with logo, brand colors, etc, should be connected to the brand the website represents, and its values. Brand consistency leads to even more credibility for your company,
- They will make the brand recognizable – how many companies on the Internet and market are similar to yours? How many brands are in the same industry or niche? Brand key elements help to become noticeable and different from others, to become recognizable and show what makes it special. It’s a good way to show your values and suppress competition,
- They will build emotional connection – essential brand elements that represent its mission, unique values, and its personality, can be of great help in establishing a strong emotional connection between buyers and brand. People fall in love with the brand only when it shows human characteristics because only then they can identify with the brand.
A few simple ways to add the brand essence to your website
There are many elements you can add to your site so the brand essence becomes clearly visible and recognizable. You can do it in many ways, by combining different elements; there is no reason you shouldn’t do it as soon as possible. Show what makes your brand unique by using these tips.
Colors are an important part of brand identity and based on them, in just a few minutes of contact between buyers and products, buyers make the final decision. Of course, there are other factors that could influence the decision about making a purchase, but we can claim with certainty that 2 of 3 decisions are based on the color choice. If you are not familiar with the meaning of colors and the importance of the right choice of color palette for your brand, then read our blog post about that topic.
The psychology of colors plays a significant role in creating the most relevant brand elements, especially when it comes to logo, packaging, etc. did you know you can increase site conversions thanks to colors? For this reason, it is so important to choose the right colors for the “Call to Action” section of a selling text. You can read other important info about increasing conversion with help of a well-chosen color palette in our blog post. Remember the colors enhance the brand recognition by 80% so be careful while making the final choice and choose smart.
The font is also one of the key elements of brand essence
Besides the colors, fonts and typography are important brand elements. Different standard fonts exist for many years, and new ones are popping up every day. Every company should have fonts specially made for that brand and in order to increase brand recognition. Fonts can be used on the site but all other digital channels as well.
Designers usually recommend choosing one font type for the main website headline, and the other, different one for the lower part of the page, to distinguish the difference and emphasize important parts. Font should be readable on all devices.
Fonts should be used in accordance with the company’s niche. The same font cannot be used for the entertainment industry and a bank. In this case, sans serif and serif fonts could be a good choice to provide either a relaxed or formal look on the site, everything in accordance with the brand’s needs.
The focus should be on the message
The tone you use to address your visitors is a key factor for connecting with the target audience. It is important if the tone is informal if you target the young population, or formal if your niche requires so. Still, the most important thing is to make sure the message you share is the right one. What does it mean? Think about your buyers and how you want them to feel and what would you want them to remember when they visit your website. Then, create your message according to this.
Once you figure out your basic message, it is important to repeat it not only on the website but on all other communication channels. It is the best path to buyers and the only way to have your message deeply engraved in their memory, so once they wish to buy something, for example, an eco-product, they will know where to find it as they will connect your message with their needs. If ecology is the basis of your brand, and that is your main value, then it would not be a bad idea to dedicate one whole site segment to that topic and create quality content on that topic.
Additional advice – never, ever copy your competition
Researching what your competition offers and strolling around different sites in similar businesses is the easiest way to get inspired. Comparative analyses teach us different trends in industries, including topics such as, which design could be interesting to your target audience, but also this is the way to spot the mistakes and learn from them.
But research should have a certain limitation. If you like something on the site of your competition, don’t copy it or ask any agency to make the same copy, because your buyers will connect that to the other brand, not yours. Instead, try to adjust the ideas you have according to your own needs and your buyers.
If you are not sure how your site should look like, contact us and we will suggest a proper idea for your web page completely tailored to your needs.