Branding
When is comes to advertising, many people fail to consider branding. Branding is made up of all of the logo/s, colours, design, graphics, theme music, staff uniforms, signage, business stationary and even web design used to promote your business. The key to good branding is consistency.
When is comes to advertising, many people fail to consider branding. Branding is made up of all of the logo/s, colours, design, graphics, theme music, staff uniforms, signage, business stationary and even web design used to promote your business. The key to good branding is consistency.
By using the same designs, logos etc throughout all of your advertising, potential customers are more likely to recognise your ‘brand.’ Even your slogan should be consistent to help cement YOUR BUSINESS in people’s minds.
More often than not, small business owners get one company to create their business cards, another to create their vehicle signage, yet another to design their newspaper advertising and another company to design their website. If these different suppliers do not communicate with each, you are more than likely, left with a bunch of different ‘looks’, inconsistent designs and a greatly reduced public awareness of who you are and what you do.
The website is usually the last advertising medium created, so all of the originally logos, colours and ‘branding’ have morphed and new ideas have been created, slogans don’t match because it is easier to have a website changed then get new business cards printed. This results in people visiting your website, not recognising it as yours and potentially leaving it.
The solution: Get all of the different designers to work together. Decide on the logo you will use along with your official colour scheme and associated images. Most design companies can and will be happy to work together. Just ask them. This will ensure that your ‘branding’ is consistent. Follow in the footsteps of some of the big companies. Brand’ like the banks or the BIG fast food chains where EVERYTHING they do (from packaging to pens) is consistent and instantly recognisable.
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Topic as requested by Caboolture News reader.
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| Published in the Caboolture News |
The combination of text-message-style-typing, laziness and time constraints have seen an increase in bad spelling.
How good is the spelling on your existing website? What about the emails you send out to customers on a daily basis. As a self confessed, “dodgy speller”, I now triple check emails, review the spelling on client websites, my website, any print designs and more. Not only does bad spelling “look bad” it can cost you money to fix it. If nothing else, type up your information in a Word document. Word will do an automatic spell check as you type (avoid capital letters as Word does not normally spell check these). Having someone read over your work can also prove beneficial.
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| Mozilla Firefox - Great for the "spelling impaired" |
Another great tip I have found is switching from Internet Explorer (Internet browser) to Mozilla Firefox. www.mozilla.com to download. Firefox is very similar to Internet Explorer except it can spell check as you type. It underlines your mistakes as you go. Very handy for those who use webmail accounts, hotmail, gmail or the like. It even works on FACEBOOK and Twitter. Avoid the embarrassment!
On the flip side, bad spelling can be useful. Miss-pelt words or their American/English versions need to be considered in the establishment of an presence online.
Example: ‘Web-Sta’ and ‘Websta’. In the event that someone does an online search and misses, the “-“ in my business name, I have ensured that they will still find my website when they type in ‘websta’.
In general, be careful with your spelling. Increase your chances of making the right impression.
Webgirl
Avoid dodgey photos on your website
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Avoid dodgey photos on your website
Bad photos of your place of business, staff and products equal a bad image. Many small business owners are loathed to hire a professional photographer, so resort to taking their own photos – but at what cost?
Photos that are dull and blurry are a bad start. Also, taking a photo of a messy workplace or dusty products reflects badly on your business.
There is only so much a web/graphic designer can do with mediocre images.
Clear and attractive photos do make for a better website. Changing your photos around every so often can also prove beneficial.
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| Example of a great Product Photo |
If you feel comfortable with using a camera, ensure you stage your photos first. Give whatever you are photographing a clean (this can include staff too). Use props if appropriate. If it is a product, photograph it in-use, in a nice setting or on a clear white background. Whatever you do, be consistent. Also, ensure that the lighting is good for all of your photos. An example of some excellent photography is at www.jutabali.com.au. The owner has taken her time, laid out each product in an attractive setting.
DIY not an option? Go professional. If you don’t have the time, the patience or the ability - Hire a professional. Of course, ring around for prices and always view their portfolio first, but you may be surprised at how affordable it can be. Most photographers will work with you to produce a consistent and attractive collection of photos. Ask them for their ideas and tell them what “look” you are going for. You may also consult with your website/graphic designer/s - ensure your new photo/s will work with any current branding and advertising.
Remember, a bad photo can make all the difference – the wrong difference.
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Learning Layout
There are several elements that can help make a website even more successful. One of them is using layout to make your website more user friendly.
There are several elements that can help make a website even more successful. One of them is using layout to make your website more user friendly.
Most websites have common features like a menu or navigation. Having your menu located in an obvious place is crucial. What your menu buttons say also needs to be relevant and easy to read. This will ensure potential customers can find the information they are looking for quickly and easily. In turn, this reduces the chances of them leaving your website and visiting one of your competitors’ websites.
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| An example of a simple, easy to use website |
In regards to layout; the location of your logo and business name needs careful consideration too. Customers should not have to work to find your logo, or any other imagery/information indicating who you are and what you do. A good website makes a great first impression and is obvious.
Having your business contact details in an obvious spot makes it easier for existing and potential customers to contact you. Providing your phone number and even email address, up the top on the homepage is convenient for those browsing your website. If you have a business premises, displaying your address in a prominent place on your website could also prove beneficial.
Your sales pitch or Call to action also needs to be obvious. Imagine having a “FREE QUOTES” or “20% off sale” advertisement placed down the bottom of your page. This means potential customers have to scroll down to view it. Potentially, up to 30% of visitors to your website are not seeing this and therefore are completely unaware of what you are offering.
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| Published in the Caboolture News |
A user friendly website means happier potential customers!
Using standard fonts or free online fonts can save you money. It is possible to buy fonts online, however, some of these have restrictive use/licensing terms.
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Fonts and Colours
In the fast paced world of advertising, there is one thing a lot of people forget to consider. Branding!
Branding is the combination of words, symbols, designs, names and colours used to distinguish one product/service provider from another. This includes the colour scheme and fonts used on your website – Do they match?
Good branding = better advertising results.
Using standard fonts or free online fonts can save you money. It is possible to buy fonts online, however, some of these have restrictive use/licensing terms.Imagine how powerful your brand can be, when your business colours, logos and fonts appear in everything advertising medium you use; newspaper, Sensis, business cards, fliers, vehicle signage, packaging, letterheads and more importantly, YOUR WEBSITE. Everything you do contributes to your business branding. Being consistent with your branding can result in a more recognisable brand and business. Think of the big golden arches.
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| As Published in the Caboolture News |
A good web designer will incorporate your existing branding into your website.
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Website Rules
In this day and age it is almost expected for all businesses to have a website. Those of us who already have a website, need to learn how to better utilise them. Those without a website, need to invest in some careful planning before making that final step.
WEB RULE NUMBER ONE:
Determine whether or not you really need a website. Some services do not necessarily suit the web. Decide whether a website is the optimal method of reaching your audience. Alternatively, you may not need an actual website, you can list your business or organisation for free on a bunch of great online databases. E.g. www.hotfrog.com.au, www.startlocal.com.au and more...
WEB RULE NUMBER TWO:
Make sure your site fits. Your website should fit in with your business image; color scheme, business cards, other advertising, logos, pictures and message. Build your business as an overall brand that is easily recognised.
WEB RULE NUMBER THREE:
Make sure that your website is relevant. Depending on what your message is, it is sometimes inappropriate to include too much personal information, if any at all. The type of client you want to attract, will determine what kind image your need to create and therefore the type and amount of information you provide to them.
WEB RULE NUMBER FOUR:
Update Update Update. Give people a reason to revisit your site! Provide new information, update product news, include your monthly newsletter or regular special offers. This is also a great way of maintaining/improving on your search engine rankings. Create a blog (not unlike this one) and link it to your website.
WEB RULE NUMBER FIVE:
ADVERTISE the fact you have a website. Some search engines rank in accordance to how relevant and popular your site is, so blab about how great it is in every piece of advertising you do already do, online and print It does not cost you anything extra. Also, some customers feel more comfortable on visiting a website before contacting a business direct. You can never have too much publicity.
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A good website is easy to read, easy to use and easy to find. 