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flevyblog
The Flevy Blog covers Business Strategies, Business Theories, & Business Stories.
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Editor's Note: Take a look at our featured best practice, Strategic Branding (25-slide PowerPoint presentation). What is your brand important? Brands is a major driver of consumer behavior. A strong brand leads to higher market share and higher profit margins. It serves as a significant competitive advantage. In this presentation, we understand what "brand" is dig deeper into why it's important. [read more]
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A brand is more than just a logo. Nowadays, when you hear the word brand, you associate it with emotions, memories, and experiences. Your brand should have a well-defined identity, and this should be visible in all possible ways to your consumers, especially on your website.
Your brand identity is a well-structured image of your brand that includes your name, tagline, logo, symbol, design, and brand voice. These encompass your personality and your values with your target market.
Consistency in displaying your brand across all platforms is vital for reaching out to your consumers and tapping on potential markets and buyers.
Your website is the first place your consumers visit to know anything they want about your brand. Hence, it must showcase your brand in a clear and positive light so your consumers will have a delightful time navigating it. Here are some ways to add your corporate brand to your website:
Your clientele’s UX or user experience in your website should translate to sales and not abandoned carts. In December 2020, 69.8% of digital shopping carts were abandoned by online shoppers worldwide.
This trend has shown an uphill climb since 2013 and has been the dilemma many companies face. Many marketing agencies attribute it to the difficulty in customer conversion.
Converting a canvassing customer to a buying one on your website can be done quickly by elevating their experience, like what Boldist is doing.
Creating a positive user experience through the power of words and integrating it with artificial intelligence will convert browsing customers to loyal buying ones.
The consistent use of brand colors on your website will help with brand recall. When people spontaneously remember your brand out of nowhere, it may mean you’re effective in utilizing your brand colors. When customers remember your company first when prompted by a range of products, it means you edged out your closest competitor. If your website makes cohesive use of your brand colors, you’re projecting a clean and organized message that adds value to your brand.
Captivating your audience to stay on your website and not wander elsewhere can be done through mesmerizing storytelling. Your tagline itself should encapsulate your story and hook your target customers. Your tagline can be front and center on your website; highlight it while your story flows in the various spaces.
Your ‘About Us’ page can showcase information that will make visitors understand what you do and how you can be of help. It will also ensure you will be fit for growth as your business slowly climbs the success ladder.
Some of your website pages can highlight your team and their dedication to delivering only the best products possible. You can also dedicate a page to your company’s history and how you started as a small business to what you are currently.
Link your active social media channels to your website, so visitors may click on them if they would like to see the events and content you produce. Your social media can help amplify your brand voice because anyone can see your engagement with your customers. Your tone, personality, and character will be on display here. That is why it’s critical that only people who can best represent you should handle your social media accounts. Consider them as ambassadors of your brand that could speak for you.
The credibility of a product can be measured by the feedback it receives from actual consumers. Your brand’s honesty and confidence will be gauged by the impartial review you receive from real people.
Displaying this on your website may give your brand leverage over your competitors, especially if the products were not sponsored but paid for by the user. Moreover, a website visitor’s purchasing decision may rely on the product ratings given by your users than any self-promotional pitch you may think.
Humans are visual beings, and this applies more to shoppers. When a piece of information is placed alongside a relevant image, there’s a higher chance that people will remember it even after several days.
Using images that best represent your brand will entice customers to check out your website and what you offer. They catch people’s interest, so they end up wanting to know more. These images also stand a bigger chance of converting views to actual buying customers.
Your company’s website will serve many purposes, not just tracking the sales you have made. It is a platform where you can display your brand value, integrity, and mission. Your brand’s voice can be shaped effectively by an expert who knows the latest trends and technology. This expert should continuously find ways to boost your brand through your company website.
You can download in-depth presentations on Brand Strategy and 100s of management topics from the FlevyPro Library. FlevyPro is trusted and utilized by 1000s of management consultants and corporate executives.
For even more best practices available on Flevy, have a look at our top 100 lists:
These best practices are of the same as those leveraged by top-tier management consulting firms, like McKinsey, BCG, Bain, and Accenture. Improve the growth and efficiency of your organization by utilizing these best practice frameworks, templates, and tools. Most were developed by seasoned executives and consultants with over 20+ years of experience.
