Building Your Digital Brand

November 10, 2020
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Strong brand online

Increasingly, a website may be the first and only engagement a customer has with your brand. Therefore their digital experience of you is crucial.

Every good branding strategy will identify what your website needs to do and the key online messages it needs to convey. It’s the shop window for your business so getting this right is imperative.

Here at Brand Counsel we build websites that are more than just consistent with your brand, we build websites that are integral to it – ensuring your online brand shines through.

Stand out from the crowd

Your website needs to shout your brand. What brand messages and personality are you trying to convey to your customers? A web developer’s approach is usually to guide you through a series of templates that might work for your business sector, then customise it by adding the company's colours and logo – usually in the top left corner. Very little time (if any) is allowed for design. The faster they can propagate the template, the sooner the website can go live and the more profit they make. This process is fine if you view your website as a necessary evil.

If you want your website to be the figurehead for your business, then it needs to be designed specifically to meet your business goals and follow your brand strategy. A branding agency will think about the specific role each page needs to perform on your website, then design and write each to deliver what is needed. It will enhance the brand messages by the way the headings are written and style of images or video used. The final result will be far more effective and compelling. More importantly, it will be unique to that business – helping you to stand out from the crowd and be more memorable. 

Think about your content and how you present it

What you say and how you say it tells your customers who you truly are. The ‘voice’ and tone of your content should reflect your brand’s personality. This will help your customers form a clearer idea of what you stand for, how you engage with the world and if you are the right fit for them. A bespoke and well designed website that is consistent with your brand means customers have seamless experience with your business.

Your content should be compelling, unique and communicate your message in a way that reflects your brand. Is your brand edgy and modern? Then the voice or tone might be more contemporary and casual. However, if you are a professional service provider, like a law firm, the tone needs to be more formal, using language appropriate to your sector. It’s worth considering a copywriter to help you with this as they understand what’s needed and can save you time.

How you organise your content also needs thought about and presented consistently throughout. The page structure and content will have a bearing on how well search engines find you.  Including video on websites can also be very effective provided it fits with your core strategy rather than just appear as an add-on.

Make it personal

People want to know there is a story behind a business – real people helping and advising them. Integrate human touches of who you and your employees are through your website. There is some debate about showing your team on your website, but you will get better engagement from your customers if they can see who they are dealing with. If you're a B2B business then this a good chance to establish credibility and stand out from your competitors online. Another way to do this is through testimonials. This is an opportunity for you to showcase what people think and feel about your brand. Again, consider video. How powerful is it to actually have a customer telling your prospects what a great job you’ve done for them.

Read more about our digital services here. If you want to chat to us about your online brand needs, we are always happy to help.


Increasingly, a website may be the first and only engagement a customer has with your brand. Therefore their digital experience of you is crucial.

Every good branding strategy will identify what your website needs to do and the key online messages it needs to convey. It’s the shop window for your business so getting this right is imperative.

Here at Brand Counsel we build websites that are more than just consistent with your brand, we build websites that are integral to it – ensuring your online brand shines through.

Stand out from the crowd

Your website needs to shout your brand. What brand messages and personality are you trying to convey to your customers? A web developer’s approach is usually to guide you through a series of templates that might work for your business sector, then customise it by adding the company's colours and logo – usually in the top left corner. Very little time (if any) is allowed for design. The faster they can propagate the template, the sooner the website can go live and the more profit they make. This process is fine if you view your website as a necessary evil.

If you want your website to be the figurehead for your business, then it needs to be designed specifically to meet your business goals and follow your brand strategy. A branding agency will think about the specific role each page needs to perform on your website, then design and write each to deliver what is needed. It will enhance the brand messages by the way the headings are written and style of images or video used. The final result will be far more effective and compelling. More importantly, it will be unique to that business – helping you to stand out from the crowd and be more memorable. 

Think about your content and how you present it

What you say and how you say it tells your customers who you truly are. The ‘voice’ and tone of your content should reflect your brand’s personality. This will help your customers form a clearer idea of what you stand for, how you engage with the world and if you are the right fit for them. A bespoke and well designed website that is consistent with your brand means customers have seamless experience with your business.

Your content should be compelling, unique and communicate your message in a way that reflects your brand. Is your brand edgy and modern? Then the voice or tone might be more contemporary and casual. However, if you are a professional service provider, like a law firm, the tone needs to be more formal, using language appropriate to your sector. It’s worth considering a copywriter to help you with this as they understand what’s needed and can save you time.

How you organise your content also needs thought about and presented consistently throughout. The page structure and content will have a bearing on how well search engines find you.  Including video on websites can also be very effective provided it fits with your core strategy rather than just appear as an add-on.

Make it personal

People want to know there is a story behind a business – real people helping and advising them. Integrate human touches of who you and your employees are through your website. There is some debate about showing your team on your website, but you will get better engagement from your customers if they can see who they are dealing with. If you're a B2B business then this a good chance to establish credibility and stand out from your competitors online. Another way to do this is through testimonials. This is an opportunity for you to showcase what people think and feel about your brand. Again, consider video. How powerful is it to actually have a customer telling your prospects what a great job you’ve done for them.

Read more about our digital services here. If you want to chat to us about your online brand needs, we are always happy to help.