Creating an online brand presence is no easy task just as maintaining that same online brand presence requires devotion and time. Many companies contract out their website design or have an in-house team take charge of the process and don’t give it much more thought. Unless one has hired a leader in website design with a proven track record in brand building, particularly online brand presence, they should not assume that their website is good enough.
Unfortunately the look and feel of a website associated with a brand plays as much an influence in determining online brand presence as social media presence, blogs and web content. A website’s aesthetics should match the brand’s goals, beliefs and overall theme. All too often website designers get caught up in using a successful website design as a one-size-fits-all template when the truth is that each brand should be looked at with fresh eyes.
Sometimes the remedy is simple. A company can greatly increase their online brand presence by changing some colors, fonts, and adding a few pictures. Other times it takes a complete overhaul of the website. If one is not happy with their company’s online brand presence hiring a professional specializing in branding isn’t such a bad idea. The trained eye can pick up many subtle components of a website that others never consciously notice but react to emotionally nonetheless.
One tiny adjustment that everyone can do to their website that has been proven to increase online brand presence is add photographs of people. If one questions the validity of this marketing tool they should look at highly regarded national and international brands’ websites. Photographs of people are splashed all over the place. The same holds true for social media sites and blogs. People like to look at other people, plain and simple.
So before blaming web content or small budgets for one’s lack of online brand presence try looking at the website for a change. If it was designed by someone without the training and experience working with creating and building online brands it probably is flawed. Flashy graphics are cute but they won’t keep customers coming back for more. By focusing on the website as a whole representation of one’s brand – color, fonts and all – an online brand presence can really begin to form.
This is not dismissing web content by any means. That is still the meat and potatoes of any website. Customers and potential customers don’t visit websites for the graphics or catchy slogans. Successful websites with the goal of increasing online brand presence understand that all the components of the website must work in harmony to create on overall brand image. That is the only way online brand presence is achieved.