What’s the main color on your website? And, what other colors are on your site? If you’re in the process of building your business’ website, or have ever been throug...
Why Branding Is Important To Your Business
Whether you’re shopping for a new laptop, or out getting a couple rolls of toilet paper and a bag of chips for poker night, you’re overwhelmed with choices. Everyt...
Why Branding Matters for Your Small Business
“Brands.” “Branding.” “Brand strategy.” These words and phrases get thrown about all the time, but sometimes it can be difficult to get a full grasp on all that th...
The Unexpected Effects of Color on Your Website
What's the main color on your website? And, what other colors are on your site?If you’re in the process of building your business’ website, or have ever been through it, there’s a lot you’ve had to consider: the structure, the images, the copy. On that long list of important elements, where did the colors of your site fall? Possibly low on the list.
The Effects of Color
Whether you’re aware of it or not, the colors of the websites you visit every day affect your experience: both how you navigate the site, what you think about that brand or company, and even whether you purchase their products. The effect of color on humans is very natural, and “color theory” has existed for years.So how do we use the effects of color on our consumers to our advantage? We can use the colors of our brand and our sites to make people buy, to make our business memorable, and to attract the right kind of customer.It’s likely you already have brand and logo colors. If you’re looking to rebrand, then definitely take these tips into account. If not, you can still use colors outside of your brand to your advantage by incorporating them into your website.
picking the color on your website: A Few Examples
So how do you go about choosing color on your website? You have to understand the effects of each color, not just emotionally, but physically, on a person. Is it difficult to read a site with that color? Is it evoking the wrong feeling? Let’s look at a few examples.BlueBlue is very popular in technology, science, and finance industries. It promotes calmness (think oceans and skies), trust, and reliability. Speakers at TED Talks and the like are often told to wear blue on stage for the same reason: it causes listeners to relax and trust you, and it doesn’t distract from what you’re saying.Blue can be an excellent choice if you need your customers to trust you. If your business is something that requires a lot of trust (like a bank), then making your customers feel safe the moment they reach your site can have a massive positive effect.What Not To Wear: If you work in the food industry, you probably shouldn’t use blue as a main color on your website. It’s considered the “least appetizing” color. It’s also very corporate, so if you’re a young, fun brand looking to build an attractive site, skip blue or go for a more vibrant blue with fun accent colors.Example: Check out Facebook’s particular shade of blue.RedRed is both a great color and a dangerous color. It’s so powerful and vibrant that it can spur a customer into action very easily, but can also be seen as domineering, or too aggressive.Red is excellent for restaurants since, unlike blue, red is very appetizing: think the bright red of Coca-Cola or Red Lobster. (Or as an extreme example, Red Bull.) For more upscale restaurants, a darker red can give the site a classy and warm feeling, evoking a rich red wine. Brighter red is also used by many car companies in their logos, promoting speed and action. Not My Brand: Red may not be in your brand colors, and maybe you don’t want it to be your central color, but it has a lot of potential for your website anyway. Red is excellent for call-to-action buttons: it pops out from its surroundings and encourages the visitor to click.Example: Toyota’s use of red in their home page’s CTA buttons.GreenGreen is the color of nature, so it’s a popular choice for food industries, especially those with an organic or healthy spin. Outdoor activities, eco-resorts and hotels, and similar businesses may want a website that evokes the feeling of being outside.Like blue, it’s calming, but not as corporate. It feels fresh and clean and positive, giving energy to a site without the dangers of red. Dark green can also have a similar effect as blue, giving a sense of trust and calm.Even if you’re not Whole Foods, you may want to emphasize some sustainability or “go green” efforts you’re making as a company. This is an excellent place to use green on your site, contrasting with your other colors and bringing attention to a campaign or commitment.What Not To Wear: Be careful about using a bright green and a white as the main colors on your website. This can be overwhelming to the eyes.Example: Evernote’s bright green website.BlackBlack is a bold choice, and can be overwhelming if used too much, but when used correctly, it can lend a sophisticated air to your site. Black is difficult to design around, and is overpowering.The heaviness of a black background can be contrasted with minimal content and larger text, which creates a sleek and classy look. A black menu bar or section can add a strong accent to a site, and mixing black, white, and a third accent color can be very modern and minimalistic.If you go for black, make sure you have a designer that knows what they’re doing.Example: The MAC Cosmetics black, white, and red site.In the end, color on your website will have a significant and likely unconscious effect on your potential customers. If you want to make sure that effect is the right one, do your research, be conscientious, and get an experienced designer to create your site. Your site is one of the most important places that a customer interacts with your business--so get that first impression right.
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Why Branding Is Important To Your Business
Whether you're shopping for a new laptop, or out getting a couple rolls of toilet paper and a bag of chips for poker night, you're overwhelmed with choices. Everything from cheap store knock offs to full big name brands. These things are all around us, and they influence us a lot more subtly than you think. Welcome back to #TechTuesday, where we want to talk about how building a brand can take your company to the next level.
What's in a name?
A brand is more than just a fancy logo, more than a reputable name; it's a combination of all the factors that go into the quality of a product or a service. It is customer service, it is unique quality, it is a guarantee to your customers that you will produce nothing but the best of what they have come to expect for supporting you. Branding is without question one of the most valuable assets to any company, and doubly so for a small business. It is the very first thing a customer will encounter when they come to you, and it is the last connection that will carry on their opinion long after your exchange.
All Around Us
When you go shopping, you may not always realize just how much it is ingrained in you to look for certain brands. For example, when you're shopping for a new phone, what immediately comes to mind? Many of our readers would think Apple and iPhone. Others will immediately jump to Android and Samsung. Now, correlating along those two, the first group will also think of two additional qualities immediately after; white and expensive. The second group will think blue and explosion.
So let's break this down a bit. Apple creates the iPhone series of phones, all of which run a streamlined white color and are known for their extravagant pricing, easily cracked screens, and integration into the iCloud system developed by the company. No matter what the price, and no matter how tiny the upgrade, many Apple supporters will often jump to that next upgraded version a mere few months after the last one. Why? Well, clever marketing and targeted advertisement play a great part in it. But above all, Apple is a master at branding. They have created a brand that everybody in the world, whether they are a customer or not, will recognize instantly. They have built a reputation based on the streamlined consistency of their devices, always bearing the same schema in color and operating system that their customers have come to expect.
Now for Samsung, I mentioned two words that seemed to stand out a bit more vaguely than one might expect. Samsung is known in two markets these days, which are the smartphone and television markets primarily. Blue is the theme of their phones, often sporting a dark blue backing with the rich blue coloring of the Samsung logo printed on it. With this first bit alone, combined with the massive quality of their electronics that they release, Samsung has crafted a brand that speaks for itself; Quality above all. When you shop for a TV and you want to get the best of the best, almost every salesman will tell you to go for the Samsung without even thinking about it. Another great example of good branding. But I also mentioned explosions, right? Well, that's, our counterexample here. With the most recent Samsung phone, there was quite the media blowup (no pun intended...probably) over the many reports of the Samsung Galaxy Note 7 phone catching fire and exploding. Now, for a company whose brand proclaims their care for quality above all, you can understand how this could be lethal toward their income even more than just the defects of the devices alone, right?
You see, Apple has established itself as an expensive and delicate piece of equipment. They may not release hardware that is as up to date in some aspects or functions as some providers, but what they did establish was something that was easy to use, and known to break easy. If you dropped your iPhone and it cracked, you wouldn't be surprised; Its just an Apple. But if you charged your Samsung and it exploded, you'd be appalled! Its a Samsung device, its supposed to be top of the line! That's the beauty of branding. By creating this image for your company, you create a standard that spreads like a wildfire. Its how brand loyalty is born. Naturally, we tend toward certain brands because of our experiences with them. In a past article, we wrote about laptops and I mentioned a preference for the manufacturer ASUS, due to my positive experiences with them. However I would also mention my avoidance of Dell, due to my poor experiences with their brand.
When you brand something, you give it value. A dollar is branding in its most basic. Nothing more than a piece of cloth paper with some artwork on it, but it is recognized worldwide as something with a solid, inarguable value. It is backed by its manufacturer, the United States of America. While there are many other forms of currency in the world, I would rather have 10 US Dollars in my pocket here today than I would 10 Pesos, because the brand that has been built around them has given them a value that I have come to appreciate and follow (also, pesos apparently are not accepted in most American stores, so don't try that.).
How Does It Help Me?
You see, in a world where the market has grown both online and offline, every business needs a brand that helps it stand out. Some simply have poor branding. A badly drawn logo, poor customer service, or simply poor quality of product. Bad branding means bad turnaround, and can lead then to a bad reputation. By developing a great brand to base your company around, you're growing your business while establishing a consumer base that will be loyal to you. You're creating free advertising by those customers now praising you to their friends. Above all, you're making yourself stand out above the competition, by giving yourself a unique identity that is recognizable. You establish yourself with a strong idea, and give yourself a chance to be creative with it in a way that only you can.
We as a culture have learned to trust brands. Advil, Coca Cola, Apple, these are all recognizable names that ring familiar to us. When we purchase from them, we know exactly what we're going to get out of it. We're willing to spend that extra money just to have that logo there, that seal of quality. A good brand means your customers would do the very same.
Why a Good Brand is Impotant to Your Marketing Strategy (www.PurelyBranded.com)6 Reasons Why A Strong Brand is Important for Your Small Business (www.Deluxe.com)
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Why Branding Matters for Your Small Business
“Brands.” “Branding.” “Brand strategy.” These words and phrases get thrown about all the time, but sometimes it can be difficult to get a full grasp on all that they refer to and all that these efforts entail. Just what is a brand, and how much does it affect your small business?
We’re here to tell you that branding is one of the most important aspects of your business, no matter its size. It’s also a comprehensive endeavor that truly reflects what your company is about. Let’s take some time together this #TechTuesday to really dig in and discover what proper branding can mean to your small business.
What Is a Brand?
A brand is more than a logo. Far, far more. It’s more than a tagline or slogan, too. It's the combination of every element that your customers see and hear. Your brand strategy is your pledge to your clients, and includes everything that you communicate to them, both verbally and visually. Your brand is who you are and what you aspire to be.
Do Brands Matter to Small Businesses?
Good brand strategy gives you an advantage in competitive markets, as it serves as a differentiator between you and your competitors.
Small businesses require an impactful brand like any other business, and in today’s digital world, every business is a global business, regardless of your current sales volume or your number of employees. Investing in branding is not merely the domain of the “big boys,” not simply the purview of large corporations. If you have a business, you need to pay heed to branding and strive to improve your image in the minds of your customers.
Perhaps the most important item to remember is this: Proper branding results in more money in the bank.
How to Be a Brand Guardian
It’s incredibly important that as the ambassador of your company and its brand, you, the Brand Guardian, if you will, must properly present and cultivate your small business’s distinct voice and personality to your audience. Tap into what Mary Van de Wiel, of The NY Brand Lab, calls the “Irresistibility Quotient” of your brand. What makes you irresistible to your customers? Try to focus on a few core items that your brand stands for. Successfully doing so will "up" your Irresistibility Quotient and engender feelings of connectedness from your audience to your business. Apple is the king of this, for example.
Here’s a few “Dos” when it comes to branding to help you serve as the perfect Brand Guardian:1. Develop your voice. Develop the “voice” of your brand uniformly across all your channels, from social media to company blogs to printed imagery. Are you the long-time, experienced guru in your field, for example, or the plucky upstart with a load of personality and swagger? Make sure this development extends across all aspects and regions of your company.
2. Be passionate. Always work to be incredibly enthusiastic in what you do, as this will carry over to your messaging. People buy into passion.
3. Be authentic. Prospective customers can smell a phony a mile away. Don’t try to give the people what you think they may want. Present your company as it is. Share your true values and feelings. Authenticity is one of the most critical aspects of branding. If you don’t believe in your messaging, no one else will, either.
4. Be consistent. Consistently employ your brand’s messaging and your company’s distinct voice every day across your entire business, from your e-mail blasts to your Facebook posts to how your sales team handles phone calls. If you start a social media presence (and you absolutely should), make sure to stick with it and keep updates flowing each week. Consistency is key. A lack of consistency will cause your audience to immediately lose interest no matter how compelling your initial attempt at branding was.
If you manage to achieve all of the above, your customers will actually feel something when they encounter your brand, and are far more likely to “buy into” what you offering, both figuratively and literally. Never forget that your brand illustrates who you are and what your company cares about — your company’s internal creed, so to speak.
Is It Possible to Develop a Brand Without Breaking the Bank?
In a word: yes. You can find designers to aid in developing your brand aesthetic and writers to prep your social media without breaking your budget. Perhaps even more conveniently, here at S-FX we offer all those branding services in-house, all in one place. We offer branding consulting, as well as custom logo and graphic design.
Remember, strong branding can make a world of difference between two otherwise identical products. Why can Coca-Cola charge more versus a generic cola? Branding. The voice, personality and style Coca-Cola and other companies have cultivated over time leads to brand recognition, and that’s made all the difference for them and their bottom line. The power of the recognition behind, say, UPS’s brown or the Yankee’s pinstripes can’t be denied, and it’s all thanks to modern styling through branding.
If you invest in your small business’s branding efforts in a similar manner, immense results will come.