The Importance of Consistent Online and Offline Branding

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The Importance of Consistent Online and Offline Branding

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While most small-business owners and freelancers don’t think of themselves as having ‘brands’ and engaging in public relations, the fact is that every organization has a brand. It would even be reasonable to say that every person has a brand. If you are selling a product or service, then what people think of you when they hear your name, and what they associate you with, is your brand. To become a successful brand, the image you put forward must be clear and consistent across all forms of media.

What Is Your Signature?

Visual content is becoming an increasingly important part of online marketing. The attention span of the average surfer is quite short, but videos, infographics, memes and other small and easy to consume bits of information and entertaining content will attract attention. The challenge is making sure that people can easily link what they see online to what they see in the real world. Sticking to one theme in terms of shapes, colors and artistic style, and making that your ‘signature’, is essential.

Branding Your Website

To avoid confusing customers, it is important that the image you present online matches the image you present offline. It should be clear who you are trying to reach, who your competitors are and why you are the right person or organization for the job. Your image, tone and even color scheme should support the messages that you are trying to send to your target audience.

For smaller, locally targeted businesses, working with a web design agency in your area makes a lot of sense. A London-based company will find the convenience of being able to meet up face to face with a representative from a web design agency in London makes getting work done significantly easier.

The internet may be a global phenomenon, but there is a lot to be said for having your brand worked on by someone who understands your identity and the message that you are trying to convey. Local, personal service will help you to build a consistent and clear brand identity.

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