Reinforcing Your Brand and Visual Consistency
Posted: December 16th, 2008
With the plethora of businesses germinating onto the web, it is becoming increasingly imperative to build, develop, and reinforce your brand online. This enables you to create a reputation among the public, and more critically, to foster a relationship with your potential customers. Branding also makes it easier to distinguish yourself from the rest of the pack. And since distinguishing yourself from the crowd means that you need a certain look, maintaining visual consistency is crucial.
Colours, Fonts and Shapes - Oh My!
Try to be visually consistent with your online presence, including your website, banners, logos and other advertisements. Important aspects to keep in mind are colours, text fonts, and general shapes that are used. Using SEP’s 125×125 logo (below) as an example, you will notice that not only are the colours and fonts matching our website, but straight lines are used instead of waves or zig zags. We have also opted out of throwing a big star in the background or any other shapes otherwise.
The Power of Words
Between the text on your website, advertising copy, and slogans, the words and phrases you use should remain consistent. Equally as important is the method of delivery, that is, the style in which you unleash the weaponry that is your words. Granted, a decent wordsmith may be difficult to come by (no thanks to today’s educational system), but finding the right person can do wonders in terms of heightening the user experience.
For example, this post will hopefully encourage people to subscribe to Search Engine Panel (subscribe by email).
Delivering a consistent message also entails writing with a consistent style. A company such as Toys “R” Us should stick with smaller words and a playful style, whereas a law firm would use much more professional language. A blog such as SEP would lie somewhere in the middle, where information is delivered in a light-hearted yet professional manner.
Tags: branding, display advertising, SEM, SEP, user experience
Back when I owned a Web development company I was constantly reminding clients that *content* and message are by far more critical than animated graphics and other visual effects.
I’m a fan of sharp graphics - always will be. But the bottom line is the Web is built on content.
Great point you’ve made about consistent word usage in both ads and onsite content. That’s a really strong tip that I think anyone can use to improve their long-term results.
Great information!
Essentially, it’s all about providing accessible information. And that generally means text-based.
Anything that distracts from the main text can disrupt the readers concentration, so even if you have banners and buttons galore try and ensure they’re not too “flashy”.
In my book, subtledy rules - but it’s something I also fall from myself sometimes
As for a distinct style that you mention in your post, that comes from the writer. It’s something that developes over time, it’s hard to force or fake, and it’s only really an issue in blogs that use multiple authors.
I’m glad that you both enjoyed the post.