25 Mar How a Solid Brand Can Set Your Website Up for Success
How a Solid Brand Can Set Your Website Up for Success
Blog post featuring Jo Tapodi
25th March, 2024
As part of our partnership with Squarespace, we are spotlighting Squarespace website designers who will be sharing their top tips and advice for building a great-looking and effective website.
Our next spotlight features Joanne Tapodi, a Squarespace website designer based in Perth, Western Australia with over 17 years’ experience in graphic design and 9 years running her own business.
Read more to learn her tips for building a solid brand to make your website stand out.
Having a solid brand presence can truly be what makes or breaks your business! You might have the best product/service in the world, but if you’re not presenting your brand effectively and consistently you miss the opportunity to connect to your ideal customer, setting yourself up for failure.
Your website is your digital storefront, open 24 hours a day, it’s where potential customers come to meet you, learn about your offerings, and ultimately, decide if you’re the perfect fit. But here’s the thing, in today’s crowded online space, a ‘pretty’ website just isn’t enough. You need a website that screams your brand, and its unique value proposition. That’s why having a website that reflects your solid brand presence from the offset is absolutely crucial.
Let’s get those brand building blocks in place as your foundation and build your digital home with these 5 steps in mind…
Knowing Your Ideal Customer
Understanding your target audience is a crucial first step in developing your brand. Who are you trying to reach? What are their interests, values, pain points and demographics? In essence, branding is about creating a connection with your ideal customer. By understanding their needs and wants, you can develop a brand that speaks to them on a personal level. This will help you build customer loyalty and trust, which are essential for long-term success.
Pro Tip: Create a brand avatar, this is a fictional representation of your ideal customer that can help you to better understand your target audience and develop marketing messages that resonate with them specifically.
The Secret to Selecting Your Brand Colours
Colours are powerful, they evoke emotions, establish a mood, and communicate your brand vibe. I recommend selecting at least 4 colours that you can use throughout all your promotional materials. Make sure to select colours that are varying tones, I like to have an even balance between light and dark colour options to establish a sense of depth.
Pro Tip: You can customise your own colour palette using your brand’s specific hex codes in Squarespace, this translates across your entire website. Plus your brand colour palette is automatically available in Squarespace’s Email Campaigns to maintain brand consistency in your email communications.
Choose Fonts that Speak Your Brand Language
Just like colours, fonts have a personality. Luxurious script fonts might be perfect for a make-up artist, while clean sans-serif fonts could be ideal for a corporate business. Don’t go overboard with too many fonts. Stick to a maximum of two or three complementary fonts to maintain a cohesive look.
Pro Tip: Squarespace offers a wide range of fonts to choose from using both Google and Adobe fonts, allowing you to find the perfect match for your brand voice.
Craft Compelling Brand Messaging
Your website copy is your chance to tell your brand story and connect with your ideal audience. Use clear, concise language that reflects your brand personality and voice. If you are a solopreneur I often recommend shaping your copy in the first-person so it feels conversational to your website visitors.
Pro Tip: For the DIYers out there Squarespace’s generative AI copy tool can help you shape your copy effectively and make sure your grammar is on-point. You can use this tool anywhere across your website (including blogs), as well as in Email Campaigns.
Showcase Your Brand with High-Quality Images
Images/video will be the first thing that visitors pay attention to when they land on your website. I always recommend investing in a photographer that can provide high-quality visuals that are consistent with your brand aesthetic. You can also use stock photography to fill the gaps where needed.
By investing time and effort into building a strong brand presence from the get-go, and executing this across your website, you’re crafting a powerful tool that attracts the perfect customers, resonates with your ideal audience, builds trust and helps you achieve your business goals.
About Joanne
Joanne is a branding expert based in Perth, Western Australia with over 17 years’ experience in graphic design, and 9 years running her own business. Jo is a Squarespace website designer, Authorised Trainer and Circle member, she combines her branding skills and Squarespace expertise to create Squarespace websites that are brand-specific and meaningful. Jo has designed over 100 Squarespace websites and developed over 100 brand identities for small business owners. She’s also trained countless people on managing their own websites, and lectured at TAFE on website design. Jo is passionate about sharing her knowledge and assisting others in creating their own successful brands.
Squarespace has all the tools you need to build a great looking website and grow your business online. Whether you’re just getting started or are already an established brand, choose from flexible templates and customise them to fit your professional needs with our website builder. Sell products, services, classes, memberships and more.
Try Squarespace free for 14 days and receive 20% off your first annual purchase by using the code ONEROOF.
*Terms and conditions apply
Sorry, the comment form is closed at this time.