In the first installment of our Branding and the Internet series, we established that branding can be defined as the strategic cultivation of a distinct, ownable and motivating brand identity. In the digital age, an important part of almost any brand identity is formed online, so be sure that your website and social media assets present yours in the best possible light.
When undertaking a website redesign, it’s easy to get caught up in things like the site’s look and functionality, but it is critical not to make your actual content an afterthought. Avoid the temptation simply to migrate your existing content to the new site by taking stock of what’s there now. And even if you’re not redoing your site, a content assessment is likely in order. Is your content contributing to making your brand distinct, ownable and motivating? Following are a few very common content pitfalls:
- Lack of clarity. Too often content is developed from an insider’s perspective. Consider your home page from a first-time site visitor’s point of view. If it’s not clear what business you’re in and what benefit you provide your customers or constituents, you have some work to do.
- Dated material. If your site, features photos from 2012 or promotes an event from three months ago, it’s quite natural for a visitor to conclude that the site is no longer relevant. That can have serious brand repercussions.
- A generic look and feel. This category is quite broad, and it includes things like excess industry buzzwords, expected imagery, an indistinguishable brand personality and even big blocks of copy. All of these can cause your target audience to tune out.
How does your brand stack up? Get ready to find out in our third installment, coming soon.