Make your brand speak loud and clear through your website with these 5 tips!
There are over one billion websites world-wide and this number is growing daily. So how can you set yourself apart from a sea of competitors to attract new customers and increase sales?
The answer is branding – which not only comes down to your logo, design, fonts and colours but also your businesses’ personality, the way you communicate, the approach you take in business and the way you are seen and perceived in the market. It’s a lot to take into consideration but it all shapes the direction of your business. Regardless of what industry you’re in, building a solid and unique identity for your business is vital to stand out from a sea of competitors.
Branding is often overlooked by businesses caught up in efforts to rank higher in search engines, generate leads and convert website visitors. These things are of course essential to online success and are worthy goals, but if you want your potential customers to trust you, it’s time to ramp up your branding.
So how do you go about this?
1. Make your brand shine through your copy and images
Your copy and images should reflect your brand personality consistently across your entire site – whether it’s playful, humorous, eccentric, dark or conservative. Frank Body is a great example of a brand that’s created a quirky personality and consistently uses it across its website and social media platforms to really engage its audience. Frank is a coffee-based exfoliating scrub which has the persona of a ‘casanova’ who’s always frank (“Let’s be frank babe, I’m just what you’ve been looking for”).
The brand never breaks character and its tongue in cheek-approach has catapulted sales, counting Instagram as pivotal to its success. Applying the essence of marketing to a tee, twelve months after launch Frank’s account had over 350K followers and over 25K user-generated posts under #thefrankeffect (wpcurve.com). It attributes success to a hard-hitting PR campaign, but it’s also a great example of a brand’s personality shining online to really reach customers.
2. Add video
Humans are visual creatures, and there’s no better way to fire up people’s emotions and make them remember you than through a video on your website. Your video intro should focus on what makes your brand different and you should speak directly to your website visitors. Keep it short and snappy (max 1 – 2 mins) – as they say in show business, leave the audience wanting more!
3. Design matters
Your website’s design, layout and ‘look and feel’ are crucial to conveying your brand while adding credibility. A cheap, template design might seem like a good option when you’re starting out, but you’ll be selling yourself short in the long run by blending in with every other template-based website in the market. Hire a quality designer who can translate your personal brand and business goals into a sleek, beautiful website so you can stand out.
If you’re just starting out and hiring a professional designer is outside your price range, why not find a designer and offer your services in exchange for theirs? Bartercard is a great platform to exchange services without the use of cash, and is also an opportunity to grow your professional network too.
4. Add Testimonials
It’s one thing to show how great you are through images and videos, but third party endorsements will take your credibility to the next level. Glowing testimonials instil trust in potential clients and can help grow your personal brand.
5. Keep going with content strategy
Your brand should be clearly defined so visitors to your site know who you are, what you do and what makes you different. But how do you continually convince your customers that you're the best in the market? Good content strategy is the answer. To keep the ball continually rolling you must have a content strategy which will continue to reach and add value to customers.
6. Why personal brand is important too
Branding is critical to sales and whether we like it or not, we all have a personal brand too – so just like everything else in business, we should consciously shape it. Whether you’re a sole trader or a large company with numerous employees, establishing a personal brand that’s consistent with your company brand is essential to standing out.
Congruence goes a long way in establishing trust and reliability in the market. The most success business people live and breathe their company and their personal brand is reflected in all aspects of their business.
Author Bio: Scott Donald is Chief Strategist at Creativ Digital an agency specialising in ecommerce website optimisation. He designs builds and provides marketing for websites to perform at their best. Head over to his site to get a free digital success plan for your business. Follow him on LinkedIn, Google+ and Twitter.