Don't waste your money on a website! - Part 4 of 4

One of the most exciting things that your business website can do is increase the recognition and perception of your brand.

Branding

As a small to medium business, increasing your brand's fame is often one purpose among many in the marketing and advertising that you do both online and in other media.

"Branding" means making sure that people hear about your business in a consistent, positive way, and connect it with solutions or emotions that relate to your product or service.

This is very important for ongoing recognition and sales, so even if you are advertising a specific product or offer you should think about the lasting impression that your ad will leave with the viewer. Use every ad or public interaction to produce a positive impression or memory.

Once a business and its brand become larger, whole campaigns shift from a focus on immediate sales to building the emotions and memories associated with the brand itself. This investment yields results over a longer term and more consistently.

How your website can help

Firstly, you need to recognise the importance of your website to your marketing and your brand.

Many people research products, services and companies online, and for these people your website represents who you are as well as showing the actual products or services you are highlighting there. For this reason, you need a site that aligns to your branding strategy and upholds your mission and ideals.

Some large websites that focus on building a brand rather than individual sales or information include:

• Mercedes Benz
• Nike
• Tabasco

In each of these cases, the website is interactive, entertaining and designed to fit in with the brand of the business. However, none of these websites ask for an immediate sale.

Branding for small business websites

Many small businesses use a website to encourage contact or to advertise their products and services. "Branding" is just as important in these cases.

The way a small business website works and the content it contains may focus on more than just the brand itself, but the design and overall feel when using the site should always support your brand and image. After all, you want your customers to come back to your site and not forget who you are among your competitors online.

Here's a checklist to run through with your designer when they are designing your site:

• Is there consistent use of logos, imagery  and corporate colours?
• Does the design follow your brand's style guide?
• Does the content and copy represent your business ideals and mission statement?
• Is there enough focus on the brand itself among the other purposes of the site?
• Does the navigation and function of the site work in a way that makes it easy to use?
• Does it support viewers performing the actions they want to?
• Does every piece of interaction on your site support the relationship you have (or want to have) with your customers?

Ultimately, it's not rocket science. Uphold your image graphically and respect your viewers. Your website will work as a powerful and effective branding tool for your business if used correctly.