brand identity In website design

What makes a brand design unique?  The elements you will use to design are the same as others. So what will make your design unique? High-quality images? Copywriting? Micro-interactions? You can’t choose any one element from here, Because you need these three and a lot of things to create that “experience” you are craving. 

Your brand design will be called unique when your visitors carry its footprint along with them, even after leaving your website, and they will come back.  

And you can make it happen with “Storytelling.”

Storytelling is a very powerful tool for any business because it helps people feel connected to your brand and gives your brand meaning. And for storytelling, you need Quality Content. 

With quality content, you can convey to your clients who you are as a business and what your brand stands for.  It’s not just about how well people know your brand’s name; it’s also about how well they understand what makes your brand stand out from the rest of your industry.  

In this article, we will not just talk about the elements you need to create a brand we will also discuss what other factors you need to make your elements extra special to establish your own brand Identity. 

If you are wondering why there is so much fuss about it, the next section will clear will doubt. 

What is The Purpose of Brand Identity Design?

A brand identity, as the expression of practically everything your organization is and does, may inspire customers and increase brand loyalty. Therefore, brand identity is essential to the success of your organization.

So, if your brand is more than its logo, how can you replicate what Coca-Cola has done and incorporate additional distinctive characteristics into your company’s identity? Here are the reasons why you must establish them.

The “Face” of Your Organization

Your brand’s logo is, for all intents and purposes, the “face” of your brand. The contribution of a logo to a brand’s identity is also associative. It informs the public what it represents. 

Credibility and Reliability

Not only does having a brand identity make your goods more remembered, but it also increases your brand’s market authority. A brand that creates a face and continuously maintains that face throughout time gains credibility among its competitors and customer trust.

Advertising Impression

A brand identity is a blueprint for everything you would include in a business advertisement, whether it is printed, online, or a preroll video on YouTube. A company with a face and industry credibility is well-equipped to advertise itself and leave a lasting impression on potential customers.

Acquiring New Clients and Pleasing Existing Customers

A brand identity — one with a face, trustworthiness, and a mission — attracts individuals who agree with what your brand offers. However, once these individuals become consumers, the brand identity provides them with a sense of belonging. A good product attracts consumers, whereas a good brand attracts advocates.

Defines your Company’s Mission

When you establish a brand’s identity, you give it something to stand for. In turn, this provides your business with a purpose. We are all aware that businesses have mission statements, correct? You cannot have a brand without first establishing its identity.

Till now, we have discussed what kind of role branding plays in establishing a business and leaving a mark.  Now, I will familiarize you with how you can integrate your brand identity through the brand elements in your website design. 

How Can You Develop A Brand Design for Your Website? 

A website that looks good but doesn’t have any content is useless. In the same way, a website with great content is worthless if it isn’t presented well. These two things work together to make websites that are popular have high conversion rates and rank well in search engines.

It has to be balanced. The right amount of copywriting, images, animations and designs, and unique content will make your website worth remembering and create your own Brand identity.

If you visit this site, Chiptole, first, you will be greeted with a video of sizzling meat on a pan, which will instantly make you hungry, and, of course, with a CTA to make you purchase it then & there. 

Chiptole

And on their web page “Our Values,” you will notice the story-telling I am talking about.  They described their work, value, and who they worked with. After visiting their website, you will have a feeling you have known them for a long time as they have told you everything about them.  

It’s not like they have used very fancy website design; they have opted for a minimal design with an earthy color palette, an image of the happy faces of employees, followed by one image of their signature dish and wonderful copywriting! 

And ladies  & gentlemen, that’s how you create a brand identity!

Well, you can’t establish brand identity overnight. It takes months of planning, composing strategy, incorporating visual elements into the designs, iterating after feedback, and then you can reach somewhere.  

The following steps will help you organize your resources and formulate strategies to represent your brand, so it stays recognizable and memorable to visitors! 

1. Define Your Brand Personality

Every brand has a personality. It entirely depends on how you want to portray your brand. It can be sophisticated, funky, charming, or luxurious. 

 For example, the brand personality of Coca-Cola is friendly, festive, and excited, whereas the brand personality of Mountain Dew is adventurous. In their advertisement, they often show athletes and risk-takers who are encouraged to drink before taking any major action. 

Here are some questions you can ask yourself to decide what kind of personality you want: 

  • Why do you do what you do?
  • How does the use of your product or service improve the quality of life for your patrons?
  • How do your consumers perceive you?
  • How do you define your brand Voice?
  • Who are some of your competitors, and how do you differentiate yourself from them?
  • What are your vision and Mission statements?
  • Demographic of your audience
  • The price range of your product/ services. 

You can’t skip this step, and if you do, there will be inconsistency in your design. All the decisions you make in the future also have to align with your personality. For example, promotional content, visual elements, campaigns, e.t.c. 

Also, you can’t enhance visitors’ experience if you don’t know what will elevate their experience. 

For a better understanding, visit this website, “Mubasic.” I insist!  You need to know two things about them: they provide high-quality children’s music, and their target audience is children. Their design is so well matched with the vision and the service they provide it made them win the award in 2022 by Awwwards! 

mubasic

2. Make a List of All The Visual Elements

It’s a common misunderstanding that people think you have established the brand if you just create these elements. These are just the tools that help you reach your goal. In order to make a memorable order, you need unique contents that you can make with these elements. 

The summation of the visual elements is what people can see about your brand. These are the elements that will help people remember you. Your iconic visual element can be your typography, your imagery, or your catchy slogan, Who knows!  So be as creative and as original as you can! Just like Spotify. 

spotify

Spotify has done a marvelous job while showcasing how unique they are with its designs.  Notice their buttons; it’s like they are from music player apps.  Also, you can swipe these cases if you want to read them.  Not all this part, the animation they used, was on point! This will draw your attention exactly where they want. 

Visit their website; you will understand what I am talking about. 

Now pen down all the visual elements you need for your website something extraordinary: 

  • Logo
  • Color palette 
  • Typography
  • Images
  • Videos 
  • Graphics 
  • Micro-interactions 
  • Animations 
  • Navigations 
  • Copywriting 
  • Buttons 
  • Website Layout 
  • Functionality

Note:  You really need to make sure you are being consistent with all the visual elements. If you are not, you may suffer from an identity crisis. 

The complete impression made on a user by a website is the result of many elements coming together. Customers’ impressions of your company are strongly related to how they feel while using your website.

 You can build a solid brand identity that can be used in other parts of your company’s message if you make sure that all of these pieces are consistent with one another and create a cohesive whole.

3. Don’t Attempt to Recreate The Wheel

When it comes to establishing a website layout, many designers believe that each project should have a truly unique website layout. However, this is not the case. Many prominent websites employ similar layouts, as you can see if you visit them. This is not a coincidence. These layouts have a huge advantage in that visitors are familiar with them.

A positive user experience is generated by developing a sense of familiarity with users. Users can concentrate on consuming content when they visit a website that looks familiar to them instead of worrying about how to use it. As a result, while each project is unique and necessitates a unique strategy, it is usually beneficial to apply a common design.

4. Structure Your Content Accordingly

A good story has a beginning, middle, and end. Longer stories are often organized into chapters in order to create structure and guide the reader to the end of the story.

The example of the website I will provide now has won awards for its exceptional design and website layout! Their first impression is surely going to transfix you. I liked the part where you keep pressing the button and it takes you to another page.

The navigation and layout of each page’s content on a website will direct visitors through the site. The difficulty with websites is that there are always multiple paths. If you haven’t ordered the site’s material in a logical and intuitive manner, it’s easy for users to become disoriented and leave.

Reducing the number of pages in the top navigation and reiterating certain calls to action throughout the site can aid in keeping users on track.

On each page of your website, a web designer can also employ visual hierarchy, which is arranging words and objects to impact how the human eye perceives them.

5. Highlight Your Clients’ Achievements & Yours

It is okay, and even expected, for your brand to feature prominently on your website. It is acceptable to boast a bit, but keep in mind that clients want to see an achievement they can achieve themselves.

Potential clients are influenced by testimonials and reviews; they like to hear from a third party, someone similar to themselves, that your product or service is beneficial. Since you are the one seeking to sell the goods or service, they already anticipate that you would praise its quality.

That can go a long way if your product or service has received a great deal of good feedback in the form of reviews and comments. This demonstrates your credibility, which is very vital for online businesses. Your customers may even be willing to pay a bit more if the value of your product or service has already been established.

6. Unveil Your Customers about Who You Are

A website is more than just visual components and navigational tools. What is the essence of your brand? Your About or About Us page can influence how potential buyers see your brand; if you can integrate your unique identity into this page, visitors will be able to relate to you and, as a result, engage with you more easily.

Notion created a unique story that worked out for them. It explains their value system and actions perfectly. Notion’s visual branding communicates “why we do what we do and how we aspire to make work simpler.”

If you really ask me, what makes a brand truly unique? 

It’s your brand story. 

Try to share your story with your consumers. You can also share photos and testimonials, your company’s value statement, and the business principles you adhere to. Just be sure to maintain consistency. When your customers understand what you stand for, they will develop a sense of trust. Website branding helps you earn trust, one of the most important things.

7. Do Not Compromise on Quality 

A wise person once said getting an idea is the easy part. The example of a website named Diana Danieli I mentioned before, can you imagine, what if the animations didn’t load at the right time, or transitions kept on breaking? Would it have successfully created the effect they wanted?  

In the same manner, all the planning and efforts you have done to devise the strategy would have gone to waste if you could not execute those properly.  You need to make sure every design element is coded into a website must be visible and performed flawlessly on every device and browser on which the website is visited. You can only get this level of consistency by testing only on real browsers and devices.

In summary,

Branding looks easy until you try it. Huge corporations often spend millions of dollars to ensure that their message is conveyed accurately. Even if very few companies have access to those resources, you can examine your product, competitors, and ideal customers. 

Be methodical in your approach to whatever you decide to do, and before you publicly share what you want to say, make sure you are content with what you want to represent. This is important regardless of what you decide to do.

Remember,  branding is so much for more than just aesthetics and visual elements. When you try to convey what you stand for in a meaningful way over and over again, only then do customers start seeing you as an identity they like. 

FAQ

What Makes A Strong Brand Identity?

Just because you have a written brand identity doesn’t mean it’s good or useful. Even if you create every component required, it might not be enough to help you reach your long-term objectives.

The people who will interact with your brand and your internal staff (such as brand ambassadors and content creators) need to feel connected to it (e.g., customers).

You must create a strong brand identity if you want to flourish in real life:

  • Distinctive: It stands out from rivals and attracts attention.
  • Memorable: It has an impression on the eye. (For example, Apple exclusively uses its logo on its products; they don’t use its company name.)
  • Scalable: It can develop and expand alongside the brand.
  • Flexible: It is adaptable and can be utilized for a variety of purposes (web, print, etc.).
  • Coherent: Each component works well with the others.
  • Easy to use: It is simple to use for designers and is intuitive.

You will have spent a lot of time if the identity you create doesn’t connect with your target market or accurately reflects your brand.

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