How Has Branding Evolved?
Marketing that focuses on brand identity isn’t as simple as it used to be. Previously, it was solely focused on visuals and typically tied closely to a company’s product. This included business developed names, colors, designs, logos, and trademarks. Everything worked together in order to encourage consumers to buy their products instead of their competitors. That’s all you needed!
While these characteristics still are prevalent in most modern marketing campaigns, this evolution of branding now urges businesses to incorporate identity, values, messaging, consumer interests, economy, relationships, and storytelling. Now, your brand has to identify with more than your services or products. It has to expose who you are, what you stand for, and how you share your company culture with your community. Technology has created a global platform for businesses to interact intimately with consumers. We no longer go online, because we live online.
Websites have become a successful way to directly communicate with consumers, and is often the first place they look. When you create a website, your branding should be the foundation for each stage. From planning marketing efforts to content creation, each and every part of your site should reflect who you are. A few simple ways to integrate branding in your website is:
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Create a consistent color scheme and theme.
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Use consistent typography and design elements.
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Be sure to add logos, watermarks and icons.
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Tell the story of your business through each site page.
This approach aims to extend your reach through subtle pieces of content. It can also encompass social media, blogs and videography. Once you have everything, take a step back, and you’ll notice that the entirety of your company lives in branding. Establishing your company’s brand identity may be a challenge at first, but ultimately make a huge difference in your efforts!
If you are interested in successful branded website examples, we have case studies available for review here.