It’s considered that as many as 65% of the world’s population falls into a category of a “visual type”. In other words – they understand, learn and accept information mostly through the sense of sight. (source: Inc.com). Members of this group define objects, people and relationships based on what they can see, or what most catches their eye. That is why it’s important to pay close attention to a brand’s visual identity, which remains significant even when it comes to online branding.
Here we are first and foremost talking about your brand’s color scheme, logo, but also about the design of all the materials that represent your brand in a digital form:
- Graphics for social media posts
- Google Display Ads
- Custom designed e-mail signature
- Banners or branding of websites and other social media portals.
Similar to traditional marketing it’s important that all these elements follow the same style, color and design in order to stay consistent across all the channels of communication. In that way potential customers will be able to recognize your brand by a particular color or design.
Your visual identity should represent the essence of your brand, but sometimes not even you know how that might look like. In practice, this is a job, that with your guidelines is executed by a professional graphics designer. He can transform your idea into something that is visually tempting and also give you constructive comments in a sense of what looks good in which combination, and what doesn’t.
A website provides a strong foundation for your entire digital presence and online branding. It has to be fast, simple to use and aesthetically pleasing. In case your website isn’t intended for any special purposes, that is, if it’s not made for a business that engages in the information or any other type of high technology, e-commerce, and if it does not operate in SaaS industry, then your website has two main roles:
- To better present your business to all the interested parties
- To let someone find you using Google
The website has to be fast so that the visitors get access to information they are looking for as quickly as possible. It has to be simple to use because you want your potential clients/customers to have your product at the top of their fingertips. The website also has to be aesthetically pleasing, in your brand’s colors, so that the target audience can associate your online presentation with your other material they come across with.
The website has to be in sync with your brand message, with its visual identity and target audience. That is the only way to get the most out of it.