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How To Do Website Branding The Right Way – A Complete Guide

branded website

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Q. How do you showcase your brand’s difference and value online?

A. With website branding

A well-designed and optimized branded website can help you stand out from the competition and attract new customers.

In this blog post, I’ll share some tips for creating a branded website to help your small business succeed online.

What is website branding?

Website branding is about creating a look and feel on your site that matches your brand and business offerings. This includes everything from brand logo, design, messaging, personality, and elements of thought leadership that highlight the brand’s expertise.

It also includes your tone of voice, your words, and how you interact with visitors.

A branded website may include features such as a blog or a forum.

You can get your website branding done by a professional, or you can choose to create and maintain your own branded website.

Matching your branding and web design should be an important part of the overall marketing strategy of your business. It can help to build brand awareness and create a positive image for the company.

Why do you need to do website branding?

There is no doubt that you need a website to grow your business, especially if you have a small business brand with a zero or limited follower base.

Related: Why small businesses need a website

Branding your website is important for many reasons, especially if trying to build a strong online presence.

1. Creates a strong first impression

Your website often serves as the first point of contact between your brand and potential customers.

Effective branding can help make this first interaction memorable and positive, setting the tone for all subsequent communications.

2. Establishes your brand online

Your branded website can establish your brand online and build customer trust. Creating a professional website helps you control how customers perceive your brand.

A simple, modern design instills confidence in potential customers that you are running a legitimate business. You can also use your website to share information about your company culture, mission, and values.

2. Differentiate you from your competition

Your branded website helps you stand out from your competition. You can completely customize it to your brand values and design and present your information in a way that really addresses your target audience.

You can showcase your products and services in a way that is easy for potential customers to find and navigate.

3. Builds your thought leadership

Well-written content on your website showcases your expertise in your industry and establishes you as a thought leader. This is especially true if you include blog posts, infographics, or other forms of original content.

Customers who see you as an authority on your subject are more likely to do business with you.

4. Enhances credibility and trust

A well-branded website looks professional and reliable, which boosts your credibility.

Visitors are more likely to trust and feel comfortable interacting with a site that appears polished and consistent, which can be particularly important for converting new visitors into loyal customers.

5. Increases brand engagement

Your branded website should do more than just present information about your company – it should help your audience.

You can create helpful, informative, or otherwise valuable content on your website to encourage your visitors to stick around and interact with your brand on a deeper level.

This could include signing up for a newsletter, following you on social media, or taking advantage of special offers.

Essential characteristics of a powerful branded website

One key element of your marketing strategy should be your branded website. Your branded website is a critical part of your overall branding strategy.

Your branded website should be:

1. Clear and concise.

It should quickly and easily communicate what your business is all about.

2. Visually appealing and easy to navigate.

You want potential customers to stay on your site and explore all you offer.

3. Responsive

It should look great on all devices, from smartphones to laptops.

4. Search engine optimized

Potential customers should easily be able to find you when they’re looking online for the products or services that you offer.

5. Rich with content

Your website content should speak to your target audience. It should answer their questions and help them understand your expertise.

Your branded website should be updated regularly with fresh content to keep visitors returning.

6. Secure

Your website visitors should be able to enter their personal information without worry confidently.

14 must-have elements of website branding

Here are some must-have elements to ensure your website branding hits the mark:

  • Brand logo
  • Brand visual identity
  • Brand promise
  • Product/ service information
  • About page
  • Contact information
  • Engaging and SEO-friendly content
  • Call-to-actions
  • Social media links
  • Trust signals
  • Privacy and consent elements

1. Brand logo

One of the most distinctive elements of your brand is your logo. It is a design that people can remember easily as representing you, which should be a key element of your brand.

It should be clearly visible on your site, ideally on every page. Ensure your logo is high-quality and scalable to look good on both desktop and mobile devices

It should ideally have a single neutral color background so it doesn’t get lost.

The best way to add your logo is on the top left corner of your website.

where to put logo on brand website


2. Brand visual identity

Besides your logo, another key brand attribute is your brand imagery or visual identity, which includes brand color(s) and other design elements that form a part of your brand’s visual identity.

• Consistent color scheme

Make sure your branded website includes only the relevant colors for your brand.

That means all graphics, forms, and lead magnets should adhere to your core brand color palette and kit.

Do not use many colors (unless your brand itself has a zillion colors, which it should not), to try to make your website design look more attractive.

Stick to the colors of your palette and use them creatively.

Here is an example of how the brand colors (green, black, and white) are used effectively on the Quick Sprout website.

brand colors on brand website example

• Typography

Just like with colors, only use your brand fonts on your website.

Consistent use of typography across all pages helps in building a seamless brand identity that customers can easily recognize.

• Quality imagery

Incorporating high-quality, relevant images can dramatically increase the attractiveness of your website.

They help to break up the text, add visual interest, and showcase your products or services in the best light.

Ensure images are optimized for web use to maintain fast page load times, which is crucial for keeping user engagement high. Ideally keep the image sizes less than 100Kb.

3. Brand promise

The attention span of consumers is 8 seconds, less than that of a goldfish.

So when someone visits the branded website of your small business, it should be immediately clear what you do. What you promise to deliver.

It should be clear, upfront, and bold.

Your audience doesn’t have the time to search your website to hunt through your site to understand what your key brand message is.

It should not just be the first thing they see, like the homepage, your brand promise should be spread across in other subtle and indirect ways throughout your website.

See the homepage of this cleaning website. It’s a small business in the Netherlands.

It is definitely not the best-looking website, but the brand promise is upfront and clear.

brand promise example for brand website

4. Product/ service information

Like your brand message, don’t let your audience work hard to find or understand your products/ services.

They should be very clearly detailed on your branded website.

Remember to always retain your brand tone of voice and other elements in your product information too.

5. About page

If you want to decide whether to be friends with someone or buy from them, you want to know who they are, right?

How would you trust them otherwise? It’s the same for your small business website.

About pages are crucial for your branded website to have credibility and win the trust of your audience. Share on X

No matter what colors and products you add, especially as a small business, you need to let people know who you are.

What drives you, what’s your purpose, and what is your mission?

What do you intend to do with your business? What’s your brand story behind starting it? What makes you different?

You can just put all this text up directly on your page or get creative.

Here’s how an artist brand called Pigmentti does it.

First, they have the story on their website, along with pictures.

about page story example for brand website


Then, a detailed profile of both their artists.

about page example for brand website

It’s fine even if you put up information as basic as this. Just to let your audience know who you are.

And if you want to get creative with your About Me pages, here are some examples.

Brand Story Step-by-Step Guide Final

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6. Contact information

You can have a perfectly branded and attractive website.

But if people don’t know who you are and where you are based, they don’t contact you and you lose potential leads.

So give people a way to get in touch with you.

It is also always good to include your office address so that they know where you are based.

Pro tip: 

It is better to just have a contact form on your website. You can complement that with a landline telephone number.

To prevent spam, it is best to avoid putting your email address and mobile phone number here.

Also remember to use anti-spam software, like a plugin on WordPress, to prevent emails from bots.

Akismet is a good one.

7. Engaging and SEO-friendly content

You want your branded website to help grow your small business, right?

Then you have to help people find it so you can get more traffic.

Help your audience know about your brand and visit you repeatedly as you provide them with tons of value.

Then you need content.

Write in a tone that reflects your brand’s personality and provides valuable information that addresses your customers’ needs or questions.

Not just any content, SEO-friendly content. Content that perfectly matches your brand, content that helps search engines find you and rank you for relevant searches done by your audience.

So besides your About page, contact page, and offers, you also need other content. At least a blog with regular blog posts.

You can also make brand videos and podcasts, but a blog may be the easiest to start with because it doesn’t need additional resources like a camera or microphone.

Just remember to implement the SEO writing methods for your branded website.

8. Call-to-actions

You always have to guide your website visitors to take action.

It could be to buy products, download a lead magnet, subscribe to your email list, attend an event, share a piece of content…anything, as long as it drives them to engage and convert with you.

You have to help them through their journey on your website.

Otherwise, they just visit your site and leave, which are all opportunities for leads you lose.

9. Social media links

Adding social media links to your website makes it easy for visitors to find and follow you on platforms like Facebook, Instagram, or Twitter.

Put these links where people can easily see them, like at the top or bottom of your page. This helps more people connect with your brand across different sites and can increase how well your business is known.

10. Trust signals

Including trust signals such as client testimonials, certifications, and awards can significantly boost your website’s credibility.

These trust signals make your business look more trustworthy and professional. Make sure they are easy to see so that people know your business is reliable.

This can help them decide to choose you over someone else when they’re looking for products or services like yours.

11. Privacy and consent elements

You will grow your business best if the people who visit your branded website are your intended audience. If they engage and convert.

So you need their data.

You may also use this data to understand your audience and even target them for marketing campaigns.

So, firstly, you need to create a privacy page letting your visitors know how their data is managed.

Secondly, you need to get their permission to store their data. This is also a regulation in the European Union (GDPR).

Pro tip: 

Make your privacy page noindex and nofollow.

Search engines don’t have to waste their resources crawling this page because privacy pages don’t help in SEO.

How to do your website branding: Step-by-step process

You cannot do website branding if you don’t have a brand story or strategy.

You first need to know who you are and what you want to say. You need to know:

  • What makes you different from your competition
  • What do you look and talk like
  • Why your audience should choose you

Then, you put that on your website.

Your brand is not your product. A branded website needs to state your story, engage your audience, and help grow your business. Share on X

Step 1. Define your brand

Start by understanding the core of your brand.

What are your brand’s values, mission, and vision? What personality do you want your brand to convey?

Set up the core essential elements of your brand:

This foundation will guide all aspects of your website branding, from the visual design to the tone of your content.

Get the full details and a brand story guide here.

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Step 2. Design your brand

Now that you know what your brand stands for, you move on to the next part, which is designing your brand.

So you develop your core visual elements:

You have 2 ways to build these design elements:

  • Hire a professional designer
  • Create them yourself

Pro tip:

If you have a limited budget, you can start by using a logo maker to create a unique and professional logo.

But I recommend hiring a designer to design your logo, which is more permanent.

Then, add your logo, colors, and typography to a brand kit like in Canva. If you want to create everything yourself and want to play around and experiment, try out Canva for 30 days.

Creating all brand kits through that platform is easy and simple.

choose a brand identity color palette from Canva

Step 3. Create your message and content

The 3rd part of creating your brand story is to craft your brand messaging.

Develop content that communicates your brand’s message and engages your target audience.

This includes writing compelling copy for all your web pages and creating blog posts, videos, or podcasts that reflect your brand’s expertise and values.

Ensure that your content is optimized for search engines (SEO) to increase visibility.

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Step 4. Plan the website structure

Organize your website’s structure to ensure that it’s user-friendly and logical.

Decide what pages you’ll include (such as Home, About Us, Services, Blog, Contact) and how they will be interconnected.

Determine which content will go on which page.

A clear, intuitive site structure helps visitors navigate your site more effectively and find the necessary information.

Step 5. Set up your website

Now that your brand is all designed and you know what communication you need to create, it is time to put all that on your website.

These are the steps you can follow:

1. Define your website objectives

Decide what you want to achieve with your branded website. Why do you want a website, what kind of information would you like to share with it?

Set SMART goals if possible.

2. Buy a domain name

Choose a branded domain name for your website. The cheapest prices are on Namecheap, starting at 99 cents.

3. Set up your site with a website host.

For high-quality hosting, Siteground is betterBluehost also offers very good hosting options at much lower prices. It’s not comparable to Siteground in terms of quality and speed, but it is much cheaper.

4. Choose a website platform and theme for your branded website

You can try content management systems like Wix, Shopify, or WordPress if you are a beginner.

WordPress would be the best if you like a lot of flexibility and customization options.

Then, choose a theme (+ page builder) for your website.

Look at the available layouts and customization options, and choose the best suits your needs. Envato Elements have some very popular ones that offer a lot of customizations.

WordPress websites are relatively easier to build through page builders like Elementor and Divi.

Step 6. Upload your brand elements on your website

Once you have set up your website, you have to start customizing it with your brand elements.

  • Logo
  • Site name
  • Site tagline
  • Favicon

Next up is to set a few default settings for your website based on your brand’s visual identity:

  • Text color
  • Links color
  • Text font
  • Heading font & color

You can also add more default fonts and colors for all text types.

So, the default settings will automatically be applied whenever you create text, links, etc.

This will also be found in your WordPress -> Appearance -> Customize menu.

If you use a page builder like Elementor, you can go to the site settings and see all the customization options there.

brand site identity for brand website

Step 7. Add your brand message and information

It is now time to upload all your brand content.

  • Design the homepage with your brand story details like your brand promise and tagline
  • Upload information about your products/ services
  • Create all your other pages with your brand story like your about me page(s)

Step 8. Optimize your branded website

So by now, you have a nice website that reflects your brand.

The last step now, which is more of an ongoing step, really, is to optimize your website with a content strategy and your custom SEO strategies.

You also hire an agency to do your SEO or do it yourself.

Step 9. Monitor and update regularly

It is not enough to set up branding on your website. You need to update it regularly.

You have to always keep it fresh and relevant with your content, and also make periodic checks on your SEO to maintain it.

A good way to do that is to create a website maintenance plan.

Step 10. Analyze and adjust

Use tools like GA4 to track your website’s performance.

Look at visitor numbers, bounce rates, and conversion rates to understand what works and what doesn’t.

Use this data to make informed decisions about changes to your website to serve your audience better and support your business goals.

Examples of excellent branded websites

Let’s take a look at some well-known brands whose websites perfectly uphold their brand:

1. Asana

Website branding example Asana

Asana, a project management tool, uses its website to project clarity and simplicity, which are crucial in the project management space.

The website features a clean design with plenty of white space, complemented by its distinct purple color scheme and playful illustrations.

This makes the site visually appealing and reinforces the brand’s focus on making project management less stressful and more organized.

Their about page highlights the company’s culture and values, further solidifying their identity as innovative and user-centric.

2. Casper

Website branding example Casper

Casper, a company that sells mattresses online, has effectively branded its website to evoke comfort and relaxation.  This aligns perfectly with its products and mission of giving you good sleep.

The use of soft color tones, comforting images of people sleeping, and an easy navigation structure all contribute to a soothing user experience.

Their website also includes detailed product information, impressive stats, and customer reviews prominently, instilling trust and transparency.

3. Lush

Website branding example Lush

Lush Fresh Handmade Cosmetics showcases an excellent example of website branding that complements its ethical stance and emphasizes freshness and natural ingredients. Its branding is one of my absolute favorites.

The website uses vibrant, bold colors that mirror the natural and lively ingredients they use in their products. The design is clean yet whimsical, to match the brand personality.

The Lush website provides thorough information on every product, including ingredients, benefits, and user reviews. This transparency builds trust and aligns perfectly with their ethical, transparent, and customer-centric branding.

Check out 25 more excellent website examples.

Website branding tips

Here are some tips to design your perfect branded website:

1. Ensure brand consistency throughout the site

Your branded website should look the same on all pages and posts. It should have the same colors, fonts, and design elements.

That’s why defining the brand template before working on all website elements is helpful.

All your web content should also have the same tone of voice.

2. Pay attention to whitespace

Whitespace is the empty space around and between elements on a page.

When you have more whitespace, it makes your content more readable and allows your users to read and understand content easily.

3. Create branded headers and footers

Create subdirectories whenever possible, for all your content, and arrange them neatly in your site menus.

Create different menus for your header and footer and brand the latter with your colors and fonts.

Before you build your website, get clear on your site structure and navigation. The visitor should be able to move between different elements easily.

4. Make sure your website is responsive

Mobile may account for almost 50% of your web traffic, if not more.

So make sure your website displays properly across all devices.

responsive website design

5. Use a clear favicon

A favicon is the small icon that appears in the tab of a browser—so users can find your website easily even when a user has multiple tabs open.

Use the right format and size of the favicon, so it shows easily.

6. Use consistent design elements

Match your website design elements, such as buttons, icons, and borders, with your brand colors and styles.

Consistency in these small details gives your website a cohesive look and feel, helping your audience remember it better.

7. Display enough testimonials

Display testimonials, case studies, or endorsements prominently. This builds your credibility and helps your audience trust you.

Present these in a way that fits your brand’s style and voice.

8. Prioritize the user experience

Make your website user-friendly. No one wants to spend time on a website that loads slowly, is hard to navigate, or is full of ads.

Keep it simple and attractive.

9. Build topical authority with content

Develop content on key topics relevant to your brand and your brand pillars.

Don’t get all hung up only on keywords. Think about topics related to your brand, and try to rank  for those.

10. Review & refine

Keep track of your website, content, and SEO with tools like Google Analytics.

It will let you know which pages are doing well, and which could do better.

Ask users and other stakeholders for feedback. Keep an open mind to reviewing the website regularly and making changes when needed.

Website branding conclusion

Those were my tips on how to create a powerful branded website for your small business. You can also check out my post on what to include in your small business website checklist and how to update a website.

Did you use these methods to create yours? Do you have any tips to add?

Would love to hear from you in the comments.

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Anthony Gaenzle
2 years ago

Great (and very thorough) article. I love the emphasis on the importance of developing your brand story. Your website needs to flow and gel with your overarching brand story. It’s the one place you truly own online, so make it count. Wonderful advice here!

Moss Clement
2 years ago

Hi Poulomi,
A website is your online space where you accommodate and entertain visitors. So, it must have all the essential elements that make for a durable online space. You have to develop it in a way that establishes your brand authority and trust to attract the right people. Thus, the nine must-haves are critical; your branding tips and tutorial are terrific.
Thanks for sharing!😊😁

Erik Emanuelli
1 year ago

Great tips, Poulomi.
I’d love to get a new logo in the future.
Right now, I’m just focusing on simple things, clear design and content creation.

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