How does a website capture the essence of your brand’s identity?
Logo, color palette, font choice, design, messaging, voice, vision, business model, customer experience, and more all make up your organization’s brand. Your website’s structure, layout, design, and feel – the whole experience – should reflect your company’s entire brand from the content that users see to how they navigate through the website. There are two big questions that you should be asking yourself which dictate how you interpret your brand online. First, “Who am I talking to?” and second, “What am I trying to say?” What you say determines the content on your website and who you’re talking to determines what your site looks like and how it’s laid out.
But, why is it important for your website and your brand identity to match?
The internet has connected everyone and everything. Today, we are seeing that first time encounters with brands are generally online, rather than in an office or store. So now, more than ever, you should be concerned with your online presence and whether or not it accurately represents your brand. As a creative agency specializing in custom web development, we know a thing or two about building a website that achieves brand alignment. Let’s use a few of our favorite projects to show you what we mean.
Phillips 66 – Energy for Education
You’ve probably heard of Phillips 66 before. In 2014, the global energy company launched a program called Energy for Education with a goal to educate elementary age students and their parents about pipeline safety within their communities. In order to increase interaction with the program, Phillips 66 committed to donate money to local schools for every parent and student who registers on the Energy for Education website.
The goal of this website was to take information-heavy content and make it engaging, light-hearted, and easy to digest. Considering that the program is primarily geared towards young children, the site has fun illustrations, lively animation, and engaging icons. Knowing that parents (the secondary audience) are busy running errands, working, picking kids up from school, and a lot more, we made sure that the site was responsive for viewing on mobile devices while on the go. We were able to take a lot of information and wrap it up in an engaging, responsive, and fun website to promote interaction from both parents and students so that they can be educated and informed about pipelines near their houses and schools. This playful and light-hearted website communicates all the necessary information from Phillips 66 in a way that encourages interaction from both children and their parents.
Vitality Solutions is a one-of-a-kind infertility insurance provider for women and couples who need a little help starting a family. They provide insurance plans that ease the financial stress of IVF and other infertility treatments in the event that they are not successful. The Vitality Solutions brand is built around the support, care, and partnership that they offer their clients.
This strong, yet feminine, brand was a different take for an insurance provider. The light colors and fashionable design encourage users to just take a breath as they work through this often difficult process. Of course, with a new product or service comes an education process. The website needed to be able to answer questions about the coverage, cost, process, and more – all while keeping the user’s interest. The goal of the Vitality Solutions brand is to empower aspiring parents and give them a reason for hope. We built a site that provides these potential parents an educated and caring partner throughout the infertility journey and gives hope back to women and couples through open design, optimistic imagery, and positive, compassionate content.
So how do you know if your website and brand identity match?
Again, the first question to ask is, “who are we talking to?” Think about what your audience wants to hear, see, and feel when they come into contact with your brand. Think about how they interact with technology – will they primarily be using a desktop computer or a mobile device? Think about how they prefer to consume content – will they take the time to read long paragraphs or would they more likely to engage with short, concentrated bursts of information? Once you’ve answered these questions, you’ll have to ask yourself, “does my website deliver these things to your target audience?” If not, then maybe it’s time to take a step back and reevaluate how your digital presence aligns with your overall brand. Everything about your website – design, layout, navigation, even your word choices – should reflect the personality of your organization. Otherwise, it’s getting in the way of your brand, and ultimately sending mixed messages.