When working with clients, and when chatting to potential clients, I like to talk to them about their brand to help me understand their work and their business. I believe that your brand affects your website, and I’m going to explain how in this post.

How Your Brand Aesthetic Affects your Website

The first, and most obvious, point is about your brand’s aesthetic. When creating your brand, you decided on fonts and colours. It’s important to stay consistent with your branding collateral and the look and feel of your business assets. So, the colours and fonts you chose should be used throughout the website.

Your colours in your brand palette can also be assigned meaning and a purpose on your website. I suggest developing a system for this. For example, all buttons on the site could be one colour, and all headlines could be another colour. If you have a palette of 5 or 6 colours, it’s easy to become haphazard in the application and use of those colours. This can become messy quickly, and you could end up with a very confusing website.

A post shared by The Brand Deli (@thebranddeli) on

This is an example of a brand’s colour palette.

The design of the site also helps your website visitor to “read” your website. To continue the example above, I suggest creating a system where all the headlines are one font and colour. This way, you have signposted your content and created points in your page where the viewer’s eyes can “rest”. This also helps your viewer to better understand your site overall and it helps them structure the content in their minds.

This makes for an easy reading experience without too many obvious design decisions. The best design decisions are the ones that are least obvious.

How your brand personality affects your website

Your copy (the writing) is a very important part of your website, and your brand affects your website in a big way here.

To connect the dots:

  • Your brand has a personality. If you haven’t given any thought to the personality or the voice of your brand, I suggest you start with this. Software development company, Mayven wrote a blog post on how to find or create your brand personality.
  • Your writing expresses the personality that you’ve created for your brand. The writing is what helps a website visitor to connect with your brand and company as they imagine that they’re being spoken to by a person.
  • The copy that you’ve written goes onto your website and influences a visitor’s perception of your business.

The personality you’ve created also affects the style of the images, the number of images, and the sort of copy that appears on your site.

Your brand personality also affects your website in the following ways: structure (as in how the different pages fit together and connect to each other), the design and layout, and the blog content.

For example, a camping brand personality could be described with words like “toughness”, “ruggedness”, “adventurous”, “daring”, “bold”, “fun” and “free-spirited”. This will affect your brand’s message and its voice.

The images you choose should express the same words. So, a photograph of an unforgiving landscape, a shot of a man with a backpack, looping video of a man building a fire and setting up camp could all be included in the site. The copy should inspire boldness, bravery and speak to the reader’s adventurous spirit. The design of the site should be simple, yet sophisticated, with bold headlines, short lines of copy and large images.

As for how the brand affects the website structure, consider the following. People who go camping want camping gear and tips to help them get the most out of their experience. So the website’s shop and blog should be easily accessible. In this case, you could write about shop products in blog articles to share more details about the benefits of the products and how to use them.

Here’s an example from an outdoorsy shop in South Africa.

Parting Thoughts

A website is not only text and pictures. I cannot emphasise this enough.

The work that goes into crafting a website is extensive, and involves the combination of a number of facets of a business. Only 2 of those facets are your brand’s personality and aesthetic.

The work that goes into forming a cohesive brand image, and then giving that personality a voice is part of the craft of a web designer. We also think about your client’s journey to you before they visit your website, what you’d like them to do when they’re on your website, their journey through your website and their user experience. All of this is affected by your brand.

What I want to leave you with is my belief that excellence lies in the details.

melissa de klerk

Melissa De Klerk

Writer, Web Designer, Digital Media Strategist, Typophile, Inspiration Junkie, Yogi

Melissa is the owner and creative brain behind Fox & Owl Media. She loves creating content strategies and has considerable experience with Website Design and Brand Management.

You can contact her here, and find her on social media by clicking the links below.

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