Building an authentic and consistent brand identity or image in the minds of your audience is very important. This will convince both those visiting your website for the first time and those who are regular visitors that your business is trustworthy, reliable, and stands out from others.
If your website is not consistent with your brand’s approach and personality, it might confuse customers, and over time, you begin to lose credibility, and people stop visiting.
However, I have taken my time to put down something that you can do to ensure your website reflects what your brand is about and who you truly are as a business entity. Follow these instructions, and you’ll prove to your audience that you’re the real deal.
1. Speak Your Own Language
A constant voice and choice of words are vital to making sure your website visitors understand your kind of business approach and can judge whether your business is the right fit for them.
Your blog, landing page, and any other copy on your website should be written in a voice that matches your brand’s personality. An unstable or a tone of voice that is not consistent can leave your audience in a jumbled state about what to expect from your business or even make them look elsewhere to find a company that sets clearer expectations.
You have to create a systematic guide that will allow you to easily check if your copy is hitting the right spot for your brand’s voice. This should involve not just how you want your brand to be perceived by your audience, but also what you want your writing to achieve for your audience.
Keyword research is an effective way to explain your business to your audience. Choose keywords carefully, as the wrong keywords could leave a false impression about your brand.
Another important thing to note is that your site has to be instantly recognized by visitors. This can be achieved by using a constant color theme and page layout.
2. Know And Build Your Brand’s Identity
The first thing customers will look out for is the unique selling point (UPS) of your brand. What makes it different from all the others?
If you’re attempting to convince your audience that your brand voice is connecting and humane, then work out exactly what it is about your brand that enables it to stand out from the crowd. Online, you will probably be working with a limited word count. Because of this, you will have to connect with the consumer in a relatively short time. Trying to be too many things at once can be disarming and will prevent the consumer from taking away a strong idea of your company’s values.
Settle mainly on three traits that define your brand and stick with these throughout. For example, if you offer a refreshing take on a well-established product, then these traits might be strange, enthusiastic, and, most importantly, authentically real.
3. Be Creative With Content Format
Content doesn’t have to be one-way traffic or black and white. While using lots of words, text articles can be incredibly useful resources for your consumers, but they won’t necessarily engage all demographics.
Alternative formats, such as videos and infographics, can help you reach your audience across a broad range of platforms. Sometimes you may want to use these formats to reinforce the points you’ve already made in your articles.
While many people will only skim read a blog, they are far more likely to watch a video in its entirety. However, avoid overpopulating your website with vlogs and podcasts if they don’t serve any real purpose. Decide on the key ideas you want to get across from your brand and whittle these down into 1-2 minute scripts.
I’d rather advise that your content shouldn’t be overly complicated. Its primary focus should always be the reasons why your company is different and stands out from others.
4. Bond With Your Audience
If you’re only posting fresh content once every few months, then you won’t provide enough coverage for your brand. On the other hand, churning out thoughtless blog posts on a bi-weekly basis will only prove that you care more about marketing than you do about consumer engagement.
The best way to appear real is to be real. You can cut some corners by hiring a copywriter to put together great content for you, but still, it has to be in your own voice and language. If not, it becomes evident that someone else has undertaken the task on your behalf, and you are not going to get the reception you’re looking for.
Remember, you’re an expert in your industry, and it’s this expertise that your audience is always looking forward to every time they visit your website.
5. Use Social Media Effectively
Your audience might not visit your site daily, but I can guarantee that they’ll scroll through Social Media on a far more regular basis. If you are not active on your social media, you can’t expect your audience to engage with you either actively.
Facebook, Instagram, Twitter, and LinkedIn should all be viewed as an extension of the content on your website. Promoting your posts on social media will drive more traffic to your site and encourage customers to engage with your brand.
Also, don’t forget to check how to improve content distribution. Content marketing should never end with the publication of your content.
You should continue to engage your customers so that you can keep on strengthening their connection with your brand. If you’re not using Social Media, then you’re losing a great opportunity to engage with your audience and are leaving money on the table.
6. Consistent Format
In formatting your text and images, you must be consistent.
For a creative brand or design-focused brand, a format of minimal text and a focus on communicating through images or videos may be the most effective way to communicate to your audience. In contrast, a brand that is into developing business software or into other services may need to use more of longer text and bullet points detailing the benefits of their products and services.
Your website is supposed to show who you are as a brand, so how can it do that using images that appear on hundreds of other sites? You would have to be authentic with your images.
There is no reason to use that generic picture of smiling people in their suits leaning over a pie chart in their own office while you have an office full of real people you can use. The difference to visitors will be clear, and puts a human face on your business instead of showing employees that don’t work in your office.
7. Get Feedback From Customers
One of the best ways to check whether your site is communicating the right message is to ask your audience what they think.
Requesting feedback surveys from customers and site visitors can provide valuable information about what the users expect based on your website content and whether they felt this was accurate. Some of the most useful feedback will come from new users, so send your survey a few weeks after a customer signs up or makes a purchase.
In this timeframe, they will still remember the expectations set by your website, and most likely have already tested your product so they can decide whether it matched the image you presented. Lapsed customers, particularly users who stopped visiting your site or using your services soon after starting, can tell you a lot about where your brandy identity is inconsistently or poorly represented.
Always use your brand’s voice to craft your content and reflect the personality you want your business to have. Get feedback from your website visitors and customers. Also, have it in mind that authenticity and Consistency are very vital in building a brand identity, people will trust and believe in.