5 TIPS FOR YOUR COMPANY’S ONLINE BRAND (Part 1).
You will no doubt have seen plenty of examples of online branding in any given week. Whilst some companies have their online branding down to a fine art, sadly, others still have a long way to go.
I thought it may be useful therefore to help with a few ideas as to how to refine your approach to this tricky subject. So here are 5 Top Tips for the Online Branding of your business:
i. Be Consistent. This cannot be stressed strongly enough. People need to come to recognise your online brand, so you need to make sure that everything – from colours, fonts and styles on your website to the background colour on your email newsletters – stay as consitent as possible. In fact, they should be set in stone, and you should have a template for your ‘brand application’.
ii. Ask your peers. Of course your logo, strapline and colour scheme is perfect! Or is it…? Take the opportunity to consult third parties outside of your office environment to see where you might be failing, and then alter things accordingly.
iii. Accessibility. Following on from the last point, set up a feedback process so your customers have some way of telling you when something goes wrong – an email that only 10 percent of your subscribers can open, for example, or a new website addition that’s crashing half your readers’ browsers.
iv. De-Clutter. It is known from studies that cluttered banners perform worse on branding impact measures than less cluttered banners. Use this knowledge for all aspects of your online presence. Less is always more for online presentation.
v. Simpler is better. Good, clean design, and clarity of message is also crucial in online brand building. Make sure that you are able to sum up your aim in one short sentence, or even a few words. Find that message, and then broadcast it until it is synonymous with your brand.