As a business grows, it will add more and more to its arsenal of online customer outreach. What starts with just a simple website, will grow into a full-fledged online advertising campaign complete with banner ads, email, social media, and more. Even if a business started out with great landing page design on their website, as time marches on and new online outlets are added, branding may be swept by the wayside. This is a common mistake, but easy to fix. Not only is it easy to fix, but by branding all online activity, a company will better connect with their customers and clients, become more memorable, and in general have a stronger marketing campaign. Here are some tips for branding a company through web design and online advertising.
Color and Character
Two of the most critical techniques for branding are color and font. Any company that does any kind of marketing, from a sign outside their storefront to a fleet of online sidebar advertisements, should have a color scheme and custom font. Although there are thousands of standard fonts available to choose from, a custom font is easy to design and gives a company a unique personality. A professional designer will have no problem selecting a specialized font which fits the brand and image of a company and can easily be used on all online and print marketing.
The positioning of key elements such as a logo, tagline, and company name, are excellent ways to brand online collateral. Whether designing a banner ad, landing page, Facebook page, Twitter background, or anything else, the logo should go in a similar vicinity, such as the top left corner, every time it is used. This continuity will help potential customers recognize a business’s advertisements more quickly and become familiar with the company over time.
The power of voice isn’t only for writers, but for designers as well. All web copy, catch phrases, and more should come across with the same voice. Voice is a powerful way to promote the personality of a company, whether it is professional, fun, powerful, or other.
Any company which starts building an online presence will find that after a few years their designer’s files and folders are filled to the brim with new and improved logos, design templates, taglines, and web copy. To better brand themselves, they can make the decision to update all their online advertising to fit one strong image that truly relays to customers and people browsing online what their company is all about. Although an overhaul to this degree will take time, it is worth the effort. In fact, a project like this might warrant bringing in a third party design firm or dedicating a member of the in-house design team to re-do everything from banner ad design to the company blog and beyond in order to get high quality designs which can be used for years.