Expressing Your Brand In Your Website
Websites are just one of many customer-facing touch points from which an audience can interact with and get to know your brand. In this day and age, everyone has a website - this much is obvious - so how much of the brand’s personality can - or should - be expressed through the website? Well, that all depends.
Is your site the main touch point with your audience? If your brand revolves around the website then it has a greater responsibility to convey who you are, what you do and how you do it. Whether the site borders on experiential or is simply transactional, it will have bigger shoes to fill and sets expectations for the relationship with your audience.
Is your site a tangential aspect of your brand and just one of many (potentially more engaging) channels to communicate with your audience? If your site’s purpose is more complimentary than core to your audience’s relationship with your brand, then it can definitely play a smaller role in communicating the essence of your brand. In this instance, staying consistent with your established visual language and system (color, typography, iconography) is truly the bare minimum. Your site needs to express the brand in a way that is at the very least, expected - not necessarily setting expectations, but definitely meeting them.
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