Think about the first thing you do when you hear about a company or service that interests you. You head over to their website. You use whatever device you have on hand – be it your laptop, your phone or your tablet and you head straight to their website. You might go directly to their homepage, or you might be clicking a link someone shared. Wherever you are and whatever you’re using, the second you arrive at the site, you’re presented with a snapshot of the company or brand.

Over the past few decades, our brain somehow got re-wired to check a company’s brand presence online before deciding to contact them. Websites play a vital role in any customer’s decision-making process. As soon as a user lands on your site they start forming an opinion about the company and their credibility. First impressions can make or break a relationship before it even begins.

Of course, the difference between a website that helps build a meaningful relationship with someone and one that turns them off for good isn’t as cut-and-dried as our hypothetical scenario. But it won’t be far-fetched to say that websites play a pivotal role in how effectively businesses are at engaging audiences and turning that engagement into action. An effective website design following a clearly set brand strategy not only helps a company with their digital image but helps to keep existing users and turn new users into paying customers.

Why Do We Need a Brand Strategy?

Have the right product or services or even an innovative new tool, isn’t always enough for a company or brand to succeed. You need to establish your voice and frame how you want our company to be perceived by your audience.

All too often, startups and small businesses do not put enough emphasis on their branding. Understandably so, they prioritise the product/service itself. But in reality, having a brand strategy is a very important factor for a company of any size.

When we talk about the brand, we do not mean simply your logo. Your brand can be summed up by how your customers perceive you as a company, product, or service. Your brand strategy defines that and should therefore guide every way in which you communicate and interact with your customers.

The benefits of having a brand strategy are far-reaching for both you and your customers. Here are some reasons that explain the importance of brand strategy in website design:

Recognition

You want your business to stand out from the competition and be instantly recognisable. Ideally, you want a singular branding theme across all the platforms that are associated with your business. Your website is no different. A good brand strategy in your website design will improve the recognition of your business. When your customers familiarise themselves with your company’s branding from your website and find that your branding is consistent on other platforms as well, they will develop the ability to recognise your business subconsciously. Your website design will plant the seed for your branding in your customer’s mind.

Trust

What builds trust in customers? It is professionalism and consistency. If your website design is not in line with your overall branding, then it is not going to leave a good impression on the customer. Having a cohesive brand strategy helps you communicate with your customers more clearly. The more consistent your messaging, the more likely you are to attract and maintain loyal customers. If you have a solid brand strategy in place for your website design, then it will make it easier for the customers to develop trust in your brand.

Financial Value

The financial value of a business nowadays is determined through a variety of different factors. Branding is a major factor that is taken into consideration when assigning value to a business. A strong brand strategy means more value. Your website design needs to be a part of your brand strategy if you are looking to develop a strong brand.

The Importance of Brand Strategy in Website Design

If you are a small business or a startup, you need to seriously consider setting a clear brand strategy for your business. It is by far the most effective way to make your business more recognisable, trustworthy, and valuable. We understand it can be a little overwhelming to sit down and create a brand strategy for your website design. You can however just do a simple Google search for the terms: “London Branding Agency for small business” or “Website design for small business” to get some inspirations.

We understand creating a brand strategy might sit on the back burner for a startup or small business, but the value a strong brand strategy will create will far exceed the cost associated with it. So while as a start-up, the investment might seem hard to make, in the long run, your brand will prove to be invaluable.

As a company, you should never underestimate the importance of your website branding and how it can convert users to customers and then, in time, loyal followers of your brand. By keeping your brand identity in mind, your website should clearly convey your core values and allow your customers to connect with you on an emotional level, encouraging them to make that all-important contact.

If you feel as though you’re not currently maximising your website’s potential or thinking about a rebranding, then get in touch with us on 02070789010 or drop us an email at hello@underlineagency.com