Your small business website should form an online extension of your brand. But what exactly is your website brand? And why is your website brand so important to your small business branding?
We grow up hearing it constantly, “don’t judge a book by its cover!” Although many of us like to think we can hold our initial reactions about other people at bay — the truth is, we all make snap decisions based upon our first impressions. It’s an inherent part of human nature.
Your Website Brand Image, Like Your Shoes, Says A Lot About You
What Is A Website Brand?
In today’s marketing lingo, the concept of online self presentment is referred to as your website brand or brand identity. Companies like Microsoft, Nike, Cocoa-Cola, and Harley-Davidson spend millions each year perfecting their website brand… precisely engineering how customers see their company online. But you don’t need a massive small business branding budget to reap the benefits of a strong website brand image.
An Engaging Website Brand Is A Powerful Tool
Deft business owners have learned that a strong website brand and website brand image can influence the consumer buying process and are effective means to increase profits, prescreen new business, attract higher-caliber customers, and encourage repeat purchases. It’s simple. The average website visitor needs only 4-seconds to judge your level of quality, professionalism, honesty and success. Therefore it’s imperative you’re sending the right non-verbal cues with a memorable website brand.
A Poor Website Brand Can Sink Your Small Business
Sadly, many small business owners are looking for shortcuts to save time and money. They fail to realize that a poor website brand image can not only hurt them, but seriously damage their reputation. The point can’t be stressed enough… Just because your neighbor’s kid can cobble together some free clip art graphics, does not mean they have the requisite marketing and graphic design skills to craft a website brand. Think about how a shoddy website will destroy your professional image. Combine your website brand with other branding basics for small business to create a sharp, professional image.
Customers Respect A Sharp Dressed Website Brand
You wouldn’t dare walk into an important business meeting wearing a purple and green polyester suit! So don’t even think about putting such a garish monstrosity on the web. Your website brand is not a testing ground for crazy color schemes and marketing. Successful web design companies know what works and what doesn’t for your industry. Listen to their recommendations for effective website brand building and online marketing.
Templates Will Send Your Business To The Graveyard
Small businesses that stick to using website templates from design mills (think sweatshops for low-wage graphic designers) can’t possibly create a unique website brand. You’ll end up looking and sounding like every other small business that opted for a cheap template. Your website brand should force prospects to think differently about your company, to see what you want them to see.
Website Brand Value
Your website brand is a vital component of your small business marketing and branding. With appropriate use of graphics, typography, color, and content, your website will project a high-level of quality, professionalism, honesty and success. Helping you to define your business, create a strong website brand and help you attract more customers and convert more sales.
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