Branding

When we think about branding most people think logo.  But branding is much more than that – it is the whole look and feeling of your business.  Or as Chris Ducker said, it is “what people say about you when you are not in the room”

Coca Cola is just a brown, sugary, fizzy drink with a red logo…  But the brand conjures an image of fun, friendship and happy times.  It is not just the logo that does this (although the red helps) – the images, tone of voice, music and tagline all work together to convey this.

So, how do you go about creating a brand?

1. Who are you talking to?

We have said this before, but understanding your target customer is vitally important to business success and your brand needs to appeal to them.

One of the best exercises you can do is to write a profile of your ideal customer.  Everything you do should be with them in mind.

1. Who are you talking to?

We have said this before, but understanding your target customer is vitally important to business success and your brand needs to appeal to them.

One of the best exercises you can do is to write a profile of your ideal customer.  Everything you do should be with them in mind.

2.  Who you are

There is absolutely no point trying to be somebody you are not.

3. Your Turn

Next we need content from you.  We need your visual branding – logo, colours (whilst dark grey works best for text, links and buttons pop out of the page more if they are in a highlight colour) and fonts (ideally 2 – one for headers and one for body text).  You can do these on your own or we can help if you prefer.

We also need to know which pages you want and content for those pages (text, images, video).  Images should all be right sized for the website (we have a helpful video to show you how).  You can write the content yourself, have us take a professional look/edit or we can write it for you – whatever works for you.

What additional functionality do you want to include?  As standard, we will include contact links and social media buttons – as we believe all websites should have these.  We can also include a map, the ability to accept payments (or full e-commerce functionality – that’s where you can buy products/services directly), a booking form, Google Analytics (so you can work out which pages customers are viewing and where those customers are coming from), a tool to help with SEO (ie to rank more highly on Google), membership pages and many more functions.  We can talk to you about what is appropriate for your needs.  We can always add additional functionality later.

3. Your Turn

Next we need content from you.  We need your visual branding – logo, colours (whilst dark grey works best for text, links and buttons pop out of the page more if they are in a highlight colour) and fonts (ideally 2 – one for headers and one for body text).  You can do these on your own or we can help if you prefer.

We also need to know which pages you want and content for those pages (text, images, video).  Images should all be right sized for the website (we have a helpful video to show you how).  You can write the content yourself, have us take a professional look/edit or we can write it for you – whatever works for you.

What additional functionality do you want to include?  As standard, we will include contact links and social media buttons – as we believe all websites should have these.  We can also include a map, the ability to accept payments (or full e-commerce functionality – that’s where you can buy products/services directly), a booking form, Google Analytics (so you can work out which pages customers are viewing and where those customers are coming from), a tool to help with SEO (ie to rank more highly on Google), membership pages and many more functions.  We can talk to you about what is appropriate for your needs.  We can always add additional functionality later.

4. The Techy Bit

With all that information we will start to build your website.  We usually start with the homepage, as this is the one most visitors will see and it needs to represent your business in its entirety.  It is your shop front if you like – showcasing all you have to offer.  You have seconds to convince visitors to your website that it is worth staying and looking further – first impressions count.

We believe websites should be clean and uncluttered.  We also believe homepages should be very visual.  We give a lot of thought to the layout of the homepage (indeed of every page) and will often try a few different ways before we get to the one that we think works.  It may not always be the obvious way.  We will build in suitable animation so the page comes alive when viewed.

After the homepage, we will usually draft one of the other pages.  Whilst a homepage is usually a bit different to the others, we usually maintain a consistent “look” between the others.  We say “usually”, because, of course, each website is different…

5. The Feedback

With two pages complete, we like to know whether we are heading in the right direction, so we will share these with you.  We’ll talk you through what we have done and why.  Then we want to know what you like, what you don’t and whether anything is missing.  It is your website after all!

6. Finalising the Website

This bit always takes the longest.  After the homepage and one other page are to your liking, we will build out the other pages.  We’ll also ensure that all the pages look “right” on desktop, tablet and mobiles.  This inevitably leads to some “left a bit, right a bit” jigging of images.  Sometimes we will build separate modules for desktop, tablet and/or mobiles.  It is this attention to detail which matters.

We’ll clean up the backend of the website, deleting old pages and images, labelling items (so you can find what you are looking for) and making sure it is good to go.

7. Handover & Training

Once you are happy with the website (and have paid us), we’ll send you the website files and train you how to use it.  You are welcome to continue to use us to update/edit your website but we think you should have some idea what is underneath the bonnet.

8. Over to You

That’s it!  Website done.  You now need to launch it and let everyone know about it….

If you would like to know more about the website packages we offer details can be found here, or contact us for further information and to start the process with that cup of coffee (or whatever takes your fancy!)

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