How to Maintain Brand Identity in Web Design: Key Tips

Brand identity is the personality of a company. The company often uses it to communicate with consumers. This includes visual stuff like logos and colors but also other aspects like tone of voice play a part. But why do businesses focus on this? What do they get in return?

Well, marketplaces today are more crowded than ever. Every sector has its fair share of competitors vying to get a place and stand out. By creating a solid brand image, these businesses can set themselves apart from hundreds of others out there. The customers can identify them based on this and it has the power to influence the buyers' decisions. This leads to sales generation.

Take, for example, global icons like Nike or Apple. The latter has built a reputation for its identity through sleek designs and innovative methods. Similarly, the logo for Apple is minimal and goes in line with its products. Nike, on the other hand, is more geared towards athletes and sports enthusiasts. Their tagline “Just Do It” portrays performance excellence. This allows them to get personally in touch with the customers they deal with.

Websites are usually what customers interact with first. This is why companies pay special attention when building their websites. Everything that’s put on the page is a reflection. From the text to the font style. This all contributes to the experience a customer gets while maintaining the brand’s image. So then how does one go about building a brand identity?

Consistency across the Platforms

When talking about platforms, we can see a size difference between the markets they capture. Mobiles, for example, are greater in number than the total population, standing at more than 8 billion. This gives us an understanding of just how important it is to target this sector. When all platforms that the brand is on share the same look and feel, it elevates the personality. Additionally, customers also have an easier time spotting the brand. 

Some excellent examples of cross-platform consistency can be found in the gaming market, where companies are very tech-oriented and know how to offer smart solutions to their players. They know very well that those who enjoy playing poker, for instance, would like to see the same intuitive design and functionality in different versions of a platform. Without a doubt, the Ignition mobile poker app proves the effectiveness of how the company maintains its brand identity. The colors and design features within the application are consistent with what the company is offering. These have to be authentic as they reflect on the players that use the app.

On the other hand, the app is uniquely adapted for poker as well. It has easy navigation and an understandable layout, while also having tools for analysis and social media connections. You can see how this would benefit players. In fact, Forbes has stated that this consistency can lead to up to a 23% increase in revenue, so having a consistent design should not be overlooked.

Creating a Unique and Memorable Logo

The logo of a brand is the first thing you probably notice right off the bat. This is for good reason because it functions as the main “face” of the brand. This, combined with the fact that we are better at visual cues is why companies dedicate time to craft an identifiable logo.

Make no mistake though, the logo should be fitting for the brand. It should be in line with the values and products they have. Additionally, seeing this familiar logo gives customers a level of trust and helps them quickly identify the brand.

To get the most out of your logo, it should be placed in a prominent position across platforms. It should also be consistent throughout and have a color that complements the rest of the web design.

Having a Cohesive Typography

Typography is another feature of web design that aids in brand identity. This refers to the fonts that are used, the size of these, and the white spaces in between. If this is done right, it can have a positive impact on user experience and engage customers.

Brands like Coca-Cola and Google have chosen to implement distinct typography to allow them to be recognized. Also, by choosing different fonts, an emotional connection can be built with the consumer base. But most important is the factor of readability. Ensuring the text is readable is not to be underestimated as 38% of users will refuse to read content if it’s unattractive.

Understanding Your Brand’s Core Values

We’ve discussed the design elements that go into building a brand identity. However, if these do not reflect the brand’s very foundational values on which it was made, then they would be of no use. This is because they have an impact on how the brand is seen.

A healthcare brand might use calming green hues and sans-serif fonts to portray tranquility. Similarly, storytelling elements can voice the brand’s mission and vision.

A strategy for brand identity should be placed at a high priority. It differentiates it from other companies and entices the customer base. This is even more so the case when companies take to the internet to reach more people.