I bet your company has a pretty awesome logo — one, perhaps, that someone spent a lot of time designing and that a large amount of people had input on. I bet you put this logo just about everywhere that you can, from business cards to websites to brochures. I bet a number of people within your company will refer to this fancy logo as your “brand” and by emblazoning just about anything with said logo as “branding.” However, there is so much more to your branding than just a logo.
As a digital marketer, I spend a ridiculous amount of time every day on the internet (or at least that’s my excuse). Every so often, I will run across a company’s public page, opt-in form, or social site that looks incredibly generic, run-of-the-mill, plain…well, you get the picture. When this happens not only does it make me sad, but it proves that this company does not grasp the importance of consistency when it comes to promoting their brand. From the tone of the voice in their copy to the layout of the page, everything that you can experience within a webpage should reflect the company’s style, personality, and image. Given the omnipotent power of Google these days, you have no idea how your audience is finding your company or which page will lead them to you. With that said, it is imperative that branding your pages remains a consistent effort across the board to promote who you are and what you do.
Not to brag, but WhatCounts clients do a fantastic job of making sure everything about their page reflects who they are — their individuality, their vibe, and what is important to them. Here are a few examples of how to consistently brand your public pages to ensure that the design, tone, and style are in line with your online presence as a whole.
First up, check out True Citrus and their social email opt-in form:
Not only did True Citrus incorporate their logo into their form but, more importantly, they included the entire feel of their online content. Using bright colors, a clean layout, and a dash of citrus, they immediately let you know who they are and what they are all about.
Next up, take a look at content provider Baker & Taylor’s social sharing form:
Baker & Taylor’s image is a bit more professional and refined and the layout of the page is designed to reflect this. The colors are consistent with their brand, along with the overall template and inclusion of their slogan. Since True Citrus and Baker & Taylor are reaching out to completely different audiences, it would make sense that their branding would look nothing alike. However, despite their differences, both are still a great representation of their brand and look great.
When creating any new page, profile, or site for your company, it is important to showcase what your brand is all about. Twitter backgrounds, Facebook apps, landing pages: these are all great places to spend a little extra time and energy when it comes to keeping your look uniform but individualized. Within seconds of seeing a page, the audience should know exactly who the page represents (without even reading it!) and what they are all about. Try printing out a few screenshots of your public pages and showing them to people who have nothing to do with your company (friends, neighbors, your aunt Margaret) and see if they know immediately what company the page is promoting — if they aren’t able to, then you might want to reconsider how to highlight your brand.
Inbound Marketing Coordinator, WhatCounts