When you are looking at website design for your company, keep in mind the graphics you already use for your business. To create a strong brand name for your product or service, the visual elements must be strong and symmetrical in both the online and offline world. Here is a short guide on sharing visual elements between web and print:
If you create a distinct logo or design for your company, it should be used on every piece of advertising. This is essential to get your company’s name or logo stuck in potential customer’s heads when they are looking for your product or service.
Take a look at a company like McDonald’s. It is known all over the world for its golden arches. Those arches are seen at its restaurants, on billboards, and online. McDonald’s created such strong brand awareness. While it may update its look and design, it sticks with the logo that helped define its brand.
Whether it is products or a service that your company offers, the live product should have a strong representation on your website. A customer that visits your website should be able to tell exactly what your company provides from visiting any one of your pages. If they see your Facebook page, it should also give them the same information.
When you are advertising a special offer or sale, the ad’s design should not deviate too far from what existing customers are used to when they think of your company. This ensures that when a customer sees the sales ad, they will instantly recognise your company.
If you want to see how a potential sales offer will perform, begin with online advertising. Online advertising is much cheaper than offline advertising, and therefore it is a good place to test your campaign before committing to a more expensive offline campaign.
If you see success, expand offline in order to generate more awareness. If an online ad doesn’t strike a chord with your customer base, you can make changes until you find an angle that works. Be patient in this initial stage, it might take a few misses before you create a campaign that works.
Use multiple mediums
When you use the same design on multiple advertising mediums, you increase your brand awareness and keep your message in front of your customers for a prolonged period of time.
For instance, a customer may first see your website when they are doing research for a product or service. But you can remind them about your company with offline advertising such as postcards or fridge magnets. You can send Christmas cards or calendars with your business name and logo on them. These offline promotional tools will reinforce your online message, as well as build brand awareness.
It is important that businesses implement both online and offline tools for their marketing campaigns. By maintaining symmetry in online and offline advertising, a business can increase their brand awareness and improve conversion rates when customers are exposed to their ads.