When did your logo last have an overhaul, and who created it? If your answer is more than 10 years ago, or “me”, there’s a good chance your branding could use some work.
But does branding really matter when you need a website so you can start getting leads? Your website is your online home and storefront – it’s got to do a lot of talking for your business, and if the design and usability aren’t there, you risk alienating your clients.
Understandably, with so much at stake, we have clients coming to us hoping to get their website up and running ASAP. But occasionally we end up encouraging a brand refresh before moving forward with the website.
Why? Read on to find out.
Is my branding optimized?
Here are some quick indicators that your branding might need a re-vamp:
- Your logo looks like it was made in 1998 (outdated fonts, layouts and graphics can cause your business to look dated.)
- Can you tell us the reason behind your fonts, colors, and graphics? If they seem to have been chosen randomly then it might be a good indicator that some branding work is needed.
- Are the fonts, colors, and other elements aligned with your business’s offerings or personality? Do they represent YOU and what you offer?
- Are you attracting your ideal customer? This is a big one. If you’re having a hard time attracting the customers you want, then it might be time to look at your branding and assess if we can make adjustments to help attract your target audience.
- Does your logo and branding reflect what you do/sell in your business?
Essentially, your branding could use some work if it doesn’t accurately convey your business’s message and attract your ideal customer. That’s where we come in!
Why Branding Matters: a Strong Foundation
Your logo and branding are the cornerstones of your business’s identity. Your visual branding is the first thing a potential customer will see from you, and it will set the tone for their interaction with your company, and determine whether or not they even give you the time of day. So much of branding is about connecting with your ideal customer subconsciously – it’s attracting them via the colors, fonts, and design elements – and it all happens at a glance. If you aren’t aligned with what your ideal customer is looking for, they’ll pass you by without any serious thought.
In other words, your branding is the very foundation upon which your website and other marketing materials should be built.
Your website is your virtual storefront; it should reflect your brand’s personality and provide a seamless user experience. When your branding is weak, it directly impacts the effectiveness of your website, regardless of the design. You cannot construct a sturdy building on a weak foundation, and the same goes for creating an impactful website with outdated or bad branding.
The Power of Cohesive Branding
A cohesive brand is essential for building trust and loyalty with your customers. Cohesive branding that speaks directly to your ideal customer will:
- Show them you are professional
- Makes you look more trustworthy (bad branding often makes people suspicious that you will create subpar work or are even a scam)
- Attracts your ideal customer
- Deters customers who are not in alignment with your brand (yes, this is a good thing!)
- Gives you authority (people will start to associate certain colors and fonts with your brand, making them think of you when they’re out in the world)
When your branding is outdated or ineffective, it undermines your website’s ability to connect with your target audience and achieve your marketing goals. Your brand has to come first.
Investing in Your Brand
We encourage our clients to invest in their visual branding before launching a website. This means ensuring their logo, brand colors, typography, and design elements are all in alignment with their business’s core messaging and ideal customer. Once this is all in place, not only will your website’s design look better and be more effective, but so will all of your other marketing materials.
Working on Your Branding Regularly is Crucial
As your business evolves and grows, it’s natural for your branding to change, too. Your branding may need a tweak to look modern and stay in alignment with your values, or it may need a complete overhaul to reflect a change in the audience you serve.
When you decide to rebrand, it’s crucial to revamp your website to match your new branding. This ensures that your online presence remains cohesive and reflects the evolution of your business.
Think of your website as an extension of your brand – if your branding changes but your website remains the same, it creates a disconnect in the minds of your customers. This inconsistency can lead to confusion and may even make your customers question your business’s credibility. Updating your website design in line with your new branding keeps your online presence cohesive, builds trust, and reinforces the strength of your brand.
Branding is the foundation upon which your website and overall marketing strategy should be built. Investing in strong and cohesive branding before creating or revamping your website ensures that your online presence reflects your business’s identity, values, and goals. Here at Pixel Parfait, we prioritize building websites on solid brand foundations to help our clients succeed in today’s digital landscape. So, before you embark on the journey of designing your website, ensure that your brand is up-to-date and strong enough to carry your business forward.
Not sure if your branding is strong enough to be your website’s foundation? Don’t worry, we’ll be happy to guide you. Click here to book your free consultation.
