How Branding Plays a Part Online

A Brand. The identity of a specific product, service or business.

Branding has evolved dramatically since its inception, when it was simply a mark given on cattle to identify which rancher or farmer owned it.

These days, branding has become much more than a simple logo, or a name.  The Apple “brand” isn’t simply an apple with a bite in it or a little sentence that says “Think Different”. It’s become a symbol of something much greater that people relate to.

Every part of the Apple business model has been designed to be consistent with a brand that screams “we’re cool, we’re simple, we’re sexy.”  From their logo, their product design, their advertisements, and their retail store ambiance, the message is always clear. Apple rarely claims to have the fastest phones or computers, but they do claim to be a sort of lifestyle company and they emphasize it anywhere they can.

This same brand consistency flows into their online presence. Their website is clean, smooth and modern. Their online shop is easy to use and sleek, just like their products. This kind of attention to detail is why the Apple Brand surpassed Google in 2011 as the  world’s most valuable brand.

Branding is important for all industries, and businesses small and large. By having a recognizable brand, you can improve customer retention and recollection, and use the brand as a basis of design for anything you do. From your social media interaction, to your website design, to the emails you send out, everything should be consistent with how you want the public to perceive you.

Brands should be guided by the industry your company is in. If you’re in the medical field, your brand should be sterile and professional. If you’re in child entertainment your brand should be warm, fun and welcoming. One of the biggest mistakes businesses make is to break from this consistency. For example, if you’re a software development firm, or anything having to do with technology, but your website hasn’t been updated since 1998, that kind of disconnect can destroy your brand perception. Being in a high-tech field, people expect cutting edge technology and a modern, fresh feel. For example, when taking a look at two different software websites, compare the modern feel of http://www.paloalto.com versus the outdated feel of http://www.brs-inc.com/. While both pieces of software may be comparable in features, Palo Alto appears newer and therefore more relevant.

When designing your website, consider the way your business is perceived by your customers and prospective clients. Analyze what works and use those elements when transferring your website online. Your brand is your identity, and if you cultivate your identity and apply it in every aspect of visitor interaction you can think of, you’ll become more unique and relevant to your target audience.