When we talk about a brand, we’re talking about the overall perception the public has of a specific company or product.

A branding strategy aims to make sure the brand is being viewed the way the company wants it to be viewed. And that it is successfully differentiating itself from the competition (in a good way).

Whether you’re launching your brand for the first time or looking at rebranding. There are many things to consider when designing an effective strategy. The name, the logo, and the colours. As well as communicating the quality of the product, and providing excellent customer service.

And as the world increasingly moves over to the digital space the branding strategies we use have moved with it. And are now drastically different than those used in previous generations.

On the one hand, we are now freed from the restrictions that working with printed materials placed upon us. We have the ability to change and develop branding more often to stay fresh much more conveniently than before.

But, on the other hand. While it is easy to set up a business online, it’s not so easy to set yourself apart from the rest. This means branding design needs to be considered closely. It is now vital that we adapt company branding to stay relevant and appealing to an audience.

Here is a few of the top ways in which web design has changed branding.

Transparency
With the internet, comes increased access to information. That means that people are, and want to be, more informed than they have ever been previously.

This means that in order to build up a loyal customer base, companies are being pushed to be more open and accountable than they previously were.

These days honesty goes a long way in encouraging customers and potential customers to develop a positive view of your organisation.

Website design

In the digital age, the first port of call for potential consumers is the company website. With this in mind, it is vital that the web design team create a site that is easy to use and reflects the message of the brand well.

Although it may be tempting to flood the page with positive reviews, these are often easy to fake and visitors to your site know this.

Logo design

In order to keep branding fresh and relevant, companies are increasingly turning to dynamic branding when designing their logo.

A logo design that changes colour, or has a changing background are particularly popular options.

Just take a look at internet giant ‘Google’ for example. Not a day goes by when their logo design isn’t a reflection of a historical anniversary or current event.

Overall internet presence
As previously mentioned, customers are more proactive about researching companies they might be thinking about giving their business to than they were in the pre-internet era. This means branding should extend beyond the company website to ensure the overall perception of your company is upheld across the web.

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