In creating a branded website, there are a few things like your logo, tagline, and a call-to-action that need to be incorporated. But there are a few other things you may not have thought too much about. Choose an effective domain name, use a website email address, create a favicon, include social media links, use tools to streamline your customer’s process of doing business with you, and start a blog. Use these tools to employ consistency and repetition in branding your company through your website.

Crafting a Logo for Your Brand

The logo is essential to any brand and is a key element in your website. Consider hiring a designer to not only design a great logo but to also develop your identity system. By making that initial investment, you’ll create a cohesive visual voice and begin to establish control over your brand.

There’s so much more to logo development but we’ll save that for another time. Right now I just want to stress the use of that logo in your website and other places it will appear online. If you don’t already have one, make sure it is designed and crafted to display well on screen.

Develop Variations for Your Logo

Your identity system should include variations for your logo. You’ll need versions that will work in horizontal and square applications, especially for use in social media sites. If you haven’t made the investment in a professionally developed identity system, make sure that you’ve defined these versions ahead of time. You don’t want to create a situation where your logo has been used in so many ways that it gets confusing not only for your audience, but also for you to manage.

Include a Tagline

Your tagline is another tool you should incorporate into your website. A tagline takes up such a small amount of real estate on a website but can pack a big punch. A good tagline is a short phrase that conveys what you offer - a great tagline can connect with your audience and inspire them to take action.

And Don’t Forget Call-to-Action Buttons

A call-to-action button is another important tool to add to your online branded experience. Well designed call-to-action buttons can be really effective in getting your users to see their way through the site and ultimately motivate them to do what you want them to do next. Choose your action words with the user in mind. For instance, if you want them to request an estimate, “Get a quote” would be an appropriate button. Be strategic about where you put these buttons and how prominent on the page they are.

Favicons for Branding

Favicons are the tiny icons seen beside your website url at the very top of the page. They are also seen when your readers bookmark your site. If possible, this icon should be the same as, or part of your logo. But keep in mind that they are very tiny and need to be created specifically to work at that size. The favicon is just another opportunity to make a visual association with your brand. Repetition is good. It helps people remember.

Domain Names Matters

Your domain name also plays an important role in your branding strategy. Generally your domain name should be the same as your brand name. Including your industry in the domain name could also be helpful, like bobsprinting.com.

Branded Emails

It is more professional to use @mywebsite email than a @gmail or other free email service. Why not take advantage of the opportunity to spread your website address every time you send an email? Include a link to your website in your signature. You can also include your logo in your signature.

Brand Your Social Media Spaces

Your website should include links to the social media sites you use. Brand those spaces as well - repeat, repeat. For instance, develop a branded fan page in Facebook or create a background for your Twitter page. Each form of social media has it’s own purpose so keep your audience in mind when you develop the look of these pages.

Streamline Your Customer’s Process of Doing Business with You

With the understanding that your brand is an experience, do everything you can to create an online experience that enhances your brand. Implement online applications, registration processes, purchasing – anything that will make the experience of doing business with you easy and enjoyable.

Blogging to Build Your Brand

There are tons of benefits to blogging. Establish thought leadership, introduce your customers to new and interesting things, let them know what you are good at, and create a place to have dialogues with them. You’ll create more awareness for your brand.

It’s a good idea to keep your blog as part of your website because you’ll generate a lot more content for the search engines. If you decide to make it a separate blog, make sure it fits with your brand. You’ll want people know it’s the same company with a visual relationship and a link to your website. For more info on developing content for blogging see our series of posts on content strategies.

Brand Wherever Your Customers Are Online

There are plenty of other opportunities to reach your audience online. Through email marketing and newsletters, mobile and online advertising, landing pages, widgets, and more, make sure your brand messages are visibly consistent.

Branding is a lot about repetition and consistency. Use the tools available to create quality online experiences for your customers consistent with your brand.

Join us next time when we’ll wrap up this series on branding with some of the other things you can do to round out your branding experience.