So, it's official. You pitched that brilliant startup idea you were dreaming about on lunch breaks. You bought the company domain, wrote a clever slogan, and even built a solid business model. Now is the time to focus on gaining traction with your target audience and building your online presence. That means designing a website with brand consistency.

Your brand is the story that connects people with the products and services you offer. If the look and feel of your website matches this narrative, your business will feel even more engaging and authentic. And that's why it's so important to infuse brand consistency into your web design. You will gain recognition with your consumers.

Everything from colors and fonts to words and design represents your brand. But those design elements don't need to be loud, cluttered, or over the top to grab attention and have a lasting impact.

Just follow these six steps to build brand consistency on your website. The finished product will make a bold and memorable statement that customers are sure to notice.

Wheel with your color wheel

Every color you use on your website affects how people experience your business because each one evokes its own emotional response. This is known as color theory and choosing the right combination gives your audience a clearer idea of ​​what the brand is all about. For example, black and red feel nervous. Brown and green feel earthy.

Once you've determined your brand's primary and secondary colors, integrate them into your website. Start with a dominant base color, like the one used in your logo. Apply it to titles, subtitles, background images, and illustrations—anywhere people feel naturally gravitated toward on your site.

Use the subtlest accent tones for more functional aspects, such as navigation tabs, links, sidebar icons, and menus. Color-coding your website keeps it sharp and clean instead of distracting and blurring it.

Harness the power of white space

Although it is tempting to fill every square inch of your website with content, the need for white space cannot be overlooked. Fusing this design technique into your site actually increases attention span and comprehension rates by 20%.

Your eyes are prone to overstimulation, but white space is a blank canvas that allows them to breathe. Customers will be able to retain much more of your brand identity than if you clutter your site with words and graphics. Instead of filling all available spaces and margins, surround images and text with white space to increase readability and communicate your ideas more effectively.

A website design that balances visual content with strategic white space is organized, polished, and approachable—three attributes you obviously want to associate with your brand.

Keep your fonts simple

Just like your brand colors, the fonts on your website should be consistent across the board. There are several font styles, but too much variety will detract from your message. Instead of overloading fonts, choose two that complement each other and support your brand tone. You will have consistency in design without controlling brand personality.

Whether you prefer old-school serifs, modern sans serifs, or freeform script, first make sure the typeface is legible. This may sound like a no-brainer, but no matter how modern the font looks, if you can't read it, your audience can't either. Some fonts are too quirky to be practical.

Add personal details

People want to know that there is a real name, face, and story behind your business, so infuse genuine human touches into your website.

Think of your online presence as projecting a vision that says to your audience, "We care about you and want to serve you." When people are engaged, they are willing to support your efforts. So instead of turning the website into a marketing hub, focus on the personal details to create a personalized experience that others can connect with.

A great starting point is a mission statement that tells customers what you're all about and how you can enrich their lives. Keep it concise, but specific. And make the central theme socially minded. An effective mission statement also has the freedom and fluidity to evolve as your brand changes based on customer needs.

Highlight your content with images

Your website graphics shouldn't be more eye-catching than your brand message. But subtle image accents or underlays can add creative and aesthetic depth when used sparingly. Intentionally place high-quality photography to show your audience what you stand for, before they even read the words.

Always make sure that the images are compatible with the content of your website. They must clarify and amplify the voice of the brand, so that people can visualize what it means to be part of their clientele.

For example, consider the Nike client: this brand has targeted a successful campaign to inspire its audience to be fierce and courageous rule breakers. And the sleek vibe of its graphics suggests that owning Nike gear can develop this personality. In other words, strategically selected images send powerful non-verbal signals.

You can also experiment with background images or banners on the home page of your website to create even more dimension and refine your brand identity.

Place your logo strategically

A company logo is like its handshake. It's the first impression potential customers get when they come across your brand. The strongest logos are a fusion of professionalism and personality, but just as crucial as the design of your logo is where it is displayed on your website.

Be deliberate and purposeful about where the logo is placed. Visitors are more likely to remember a logo near the top left corner rather than the right because most languages ​​are read from left to right. Put the logo there and it will be the first image that readers unconsciously associate with your website.

Consistency is the key

From the main elements to the minute details, every aspect of the website tells your target audience what to expect from your brand. If your web design is polished, cohesive, and organized, people will trust your company to deliver the same consistency in service and quality.

In other words, being consistent in how you branding online communicates how your business operates offline. Do you want to be known as reliable and cutting-edge? Or disjointed and unfocused? Yes, exactly!

About Us

Lenham Square is a photography and design team with our studio in the medieval village of Lenham in Kent, UK. We have 30+ years of creative industry experience and a global perspective gained from living and working across UK, Europe and Asia. We have worked with the full spectrum of major international brands, local businesses and individuals to exceed our clients' expectations. We offer wide variety of services including Graphic Design, Branding, Website Design, Wedding Stationery, Business Services and many more.

Website - https://www.lenhamsquare.com/