CREATING BRAND CONSISTENCY
There is one big question that you should always be asking yourself when creating or redesigning a website. Can you guess what it is?
What is my website’s purpose?
It may seem obvious that every website needs to have a purpose, but you’d be surprised how often it isn’t clearly defined. In order to have an effective website, your purpose should be funneled into a call to action, or CTA, transparent to the viewer, that furthers your goals. A critical part of creating your clear call to action and defining your purpose is creating brand consistency. Without a consistent brand aesthetic, it’s difficult for your audience to connect with your product and your message, and it’s impossible for you to be as clear and intentional as you need to be in order to achieve the goals you set for yourself. So, how exactly do you create brand consistency? Let’s break it down to the basics.
If you don’t already have brand guidelines, you should definitely start with this before diving into your website. Brand guidelines encompass everything from your colors, fonts and logo variations, to the messaging you use on your website. While brand imaging is crucially important, it’s even more important to have a clear, aligned set of values. This will bleed into everything you do and make the purpose of your website apparent by extension. When it comes to brand guidelines, the more specific you can be the better! By doing something as simple as narrowing down your look to a few colors and font variations, your website will naturally look more cohesive and put together.
It’s also important to have branded photography when possible! A consistent aesthetic in your photos makes a world of difference, and having photos that are unique to you adds that extra competitive edge to your site. While you can use quality stock photos from sites like Unsplash and Pixabay to start out if you don’t have your own yet, I would recommend working towards getting your own taken as they add so much in terms of professionalism.
Lastly, it’s important to have a clear point of view for your target audience. They should be able to figure out who you are, what you offer, and why, just by looking at the home page. Your values should shine clear through the screen and speak to your ideal client. Ask yourself, why does who you are matter to them and how will this make them want to take action?
It takes time, but it’s so worth it to clearly define your brand, your values, and your aesthetic before creating a website. Taking the time to get clear on your intentions pays off hugely when you have a beautiful, purposeful site to attract your ideal clients like bees to honey! If you have any further questions about how to define your brand and keep it consistent, feel free to contact me and we can chat about taking your site to the next level.
Hi! I’m Jannan
I’m Jannan Poppen. I help purpose-driven businesses bring their vision to life through brand and web design so they can create the impact and income they desire.