The world is drowning in brands. With more than 28 million small businesses alone in the United States, virtually every brand is going to have to compete for attention to some extent, and getting a single brand to stand out among the crowd is a challenge.
With the universal move toward digital media and more people than ever looking for what they need online, your website is perhaps your best opportunity to truly display your brand to the world. In order to keep up, make sure to follow these important website branding strategies:
1. Tell a Story
Storytelling is a crucial part of creating an effective website that stands out from competitors. It introduces the visitor to your brand, engages them in a personal way and establishes your identity in a way that sticks.
That is why it is important to incorporate things like voice, tone and carefully-considered structure into your design and content. Rather than simply going down a bullet list of “traditional” website pages (homepage, about us page, contact page, etc.), think of your site as a story; start broad and simple with an intro to who you are, then delve into the details — and always make sure the “ending” leaves the visitor wanting more.
2. Produce Meaningful Content
Content truly is king. Brands are built around how they speak to the outside world, and there’s no better way to do that than with unique, interesting content.
Whether through a regularly-updated blog or with infographics, white papers and case studies that live on your website, if you can produce content that establishes you as an educational or thought leader in your field, your brand will surely evolve along with your reputation. Be original, offer your visitors something useful, and always make sure you’re proud of what you’re putting out there.
3. Make Use of SEO
In the unending landscape that is the Internet, Search Engine Optimization is a crucial part of making sure your brand is visible among the digital noise. With over 40,000 Google searches being initiated per second, a solid SEO strategy can be the difference between brand notoriety and complete digital invisibility. Educate yourself on SEO best practices before you even begin creating your website, and make sure you’re always adhering to #4…
4. Always Be Updating
No matter how effective your website is, after a certain amount of time, it will get stale. The digital world is always changing, and most likely, so is your field. Therefore, it is important to provide fresh content, design and SEO value to your site.
Putting out new blogs and content is a great start, but also try and evolve the way you communicate with your site visitors, and make sure your brand reflects any growth and changes inside your business or industry.
5. Utilize Video
Video has become one of the most important tools in any marketing strategy. Viewers are consuming video content more than ever before and that trend isn’t slowing down anytime soon. Not to mention it makes for an engaging and non-static user experience on your site, enhances your SEO value and shows off your brand’s unique personality.
Check out the videos we created for our site to communicate our brand architecture and describe what we do in an engaging way.
At the end of the day, your site is a portal to your brand, and it is often the first thing people see when they want to learn more about you. By keeping these website branding strategies in mind, you can greatly influence how that person identifies with you and how they perceive your brand in a given space.