Brand Identity and Your Website: Why Consistency Builds Trust

I often see businesses with one logo on the shop sign, a variation of it on Facebook and completely different colours on the website. Customers don’t think about it consciously. But they sense that something doesn’t fit, and when something doesn’t fit, they trust less.

What brand identity is

It isn’t just the logo. It is everything that makes your business recognisable at a glance: the logo, the colours, the fonts, the style of your photos and the way you write.

Four decisions that are enough to start

A logo that works everywhere

It should read well at a small size (the browser tab icon or a social profile) and at a large one (a shop sign). You also need a single-colour version.

Two or three core colours

A main colour, a secondary one and one for buttons and anything you want to stand out. Write down their codes (HEX for screens, CMYK for print) so they are the same everywhere.

One or two fonts

One for headings and one for text, or even one for everything. For the website, choose a font that properly supports every language you publish in.

A consistent tone of voice

Formal or informal? Friendlier or more official? Whichever you choose, keep it the same on the website, in emails and on social media.

A simple brand guide

All of the above fits in a PDF of a few pages. With it, every new business card, post, leaflet or page comes together faster and looks like you, whoever makes it.

Brand identity and a new website together

If you are planning a new website and your visual identity has fallen behind, it’s worth doing both together. It costs less than doing them separately, and everything fits from day one.

A quick test

Put your website, your business card and your social media profile side by side. Do they look like they belong to the same business? If not, get in touch and we’ll look at what can be improved together.