How to create a website consistent with corporate identity

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Digital marketing is an area of ​​work that many companies are already more than aware of. It is more and more common for this concept to sneak into conversations and, however, it may be that there are still people who are not very clear about what this idea refers to.

As you know, when we talk about digital marketing we refer to the improvement of the company’s digital image, everything related to the style of online communication. We return to talk about this to emphasize that it is precisely the digital image.

We often find web pages that have nothing to do with the company outside the online sector. Some do not fit because the image they give is very poor, or biased. Other companies pay someone to make their website, but they don’t talk about what they need and end up with a good page that doesn’t represent them at all.

Therefore, the development of a website should not be treated as a separate action, but as one more aspect of the brand. We are going to see how to do it so that the corporate identity maintains linearity and a firm and solid identity is achieved.

Style guide

Applying the same style throughout a brand’s digital communication is a necessary task, but at the same time complicated, especially when there are several people in charge of different facets of communication (both online and offline).

The ideal in these cases is to put yourself in the hands of a multidisciplinary agency that can fully manage all your needs, since in this way all the digital marketing actions that are developed will have their own coherence.

Whether with an agency or working internally, there is a tool that will help you stay on track in all areas where corporate identity must be applied . This tool is the style guide.

Style guide: definition

This is a document whose purpose is that all those involved in a company’s communication strategy speak with the same voice and communicate with the same style.

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The style guide is the manual that collects all the information, advice and rules on how each of the elements that make up the corporate identity of a company, brand or business should be applied.

In short, it includes all the points and aspects that must be taken into account to give coherence to the communication strategy, both in the digital sector and outside it.

The importance of the style guide

This document is important because it allows a brand, whatever its size, to always communicate in the same way. We must not forget that customers and users of brands expect their own personality and values, which make them feel identified with it.

Therefore, it is important that all the elements are reflected in a document that serves as a reference or training manual, depending on the case. What other advantages does it have?

  • Coherence: As we say, it helps to give a visual linearity to the company.
  • Strength: The fact that users can always identify a brand in whatever format helps to form a solid and firm business idea.
  • Efficiency: It is not only a positive tool for the user. In addition, it is also very useful for internal work, since it sets the guidelines on which to work.
  • Unit: It does not matter how many people work on a project. If everyone follows this visual line, a unique job will be achieved in which the different voices will not be noticed.
  • Disambiguation: When there are times when an element can be worked in two different ways, you can always refer to the style guide to determine which is correct.x

Elements that give coherence to a website

Among all the actions that can be developed within a style guide, the most important within the online sphere are those that affect the web page. This acts as an umbrella for the brand, directing the guidelines that will later be developed on other platforms.

It is important that all the elements of the website are defined and implemented to maintain consistency on the website itself, since this is the reflection of the company in its digital aspect. Or, put another way, it is the company’s own image in the digital medium.

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Next, we are going to see the most relevant visual, textual and brand elements, as well as the importance of maintaining consistency between all the elements.

visual elements

The visual elements are the ones that cause the greatest and fastest impact. It has always been said that an image is worth a thousand words and, although we do not want to enter this debate right now, it is true that visual elements are of great importance in any digital marketing strategy.

Colors must be taken care of, using a palette or combination of colors that is compatible and harmonious. And, of course, these colors must generate consistency with the colors of the logo, which must also meet a series of requirements that respect the values ​​that the brand must transmit.

Speaking of the logo , you also have to have linearity when it comes to representing it online. Surely the company has set some rules on how it should be reflected and what options there are in this regard. These indications should serve for any medium.

On the other hand, the design style that is used in other channels must also prevail on the web. If the design is normally simple, this is how the web should be. Or if a specific style is used, try to adapt it to the online channel as well.

Another visual element that helps to give coherence is typography. Whenever possible, the official brand should be used. However, on a web page that is viewed through a screen that not all have calibrated in the same way, what must prevail is readability, so sometimes it is necessary to leave the official one only for the titles and use one more Simple for text bodies.

As we said, they are important, but they are not the only elements that must be taken into account since we also have textual elements.

textual elements

This group of elements refers to the style and tone used in the writing of the web page, which must have a homogeneous style that is respected in all its sections, including the blog if it has one. And this style, with the nuances of each social network, must always be respected.

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The tone can be adapted to the different channels, but always based on the company’s mission and values. It is true that it is not talked about in the same way on social networks as in an earnings report. On the web there is not so much problem since you can follow the tone that is usually used outside of it without too much problem.

brand elements

Finally, we have the brand elements. It is important to work on the brand elements to respect coherence between the communication made by the company with the brand itself, its personality and, above all, with its philosophy and values.

The coherence of a website has, therefore, two meanings. On the one hand, it requires its own coherence with itself and with the style that has been used, so that its image is as homogeneous as possible without falling into the boring.

But on the other hand, it is necessary to respect coherence between a brand’s website and the brand itself, that is, its values, its mission and its vision. This is going to be reflected in both textual and visual content, in the way of presenting information and even in the web architecture itself.

conclusion

The website is an element that represents the company in the online medium, therefore it is essential to provide a solid corporate identity that is recognizable by users and that conveys what the company is.

Having a good marketing and communication team will help a lot to be able to carry out all the necessary tasks in this area. In addition, working with a guide that defines the identity is essential to achieve unity and strength.

The corporate website is the equivalent of the spearhead of the brand on the Internet, and must respect in detail all aspects of the brand in the offline sphere.