Web Design: 10 Steps to Web Design:
5. Logo and Branding Requirements
You may well already have a company logo and strong brand identity, in which case your web company should work with you to ensure that branding is carried over into your site.
If not, we would strongly advise you think about creating an identity - ideally with a professional branding company.
Branding has two main functions - firstly, used well, it creates a sense of professionalism. A good logo and strong brand image will reassure your customers you are a professional outfit.
More importantly, it creates a sense of trust. Think of the McDonald's brand (not everyone's favourite, I know, but a marketing triumph).
McDonalds success was built on creating a single identifiable brand that could be recognised anywhere in the world. Whether you are in Beijing or Boston, walk into a McDonalds and you could be in your own home town high street.
That sense of recognition creates trust - we all subconsiously trust people we have met before more than someone we have just met (unless we have had a bad experience with the former, but that's a whole other area of customer service!)
It works the same with brands. If you have a high street store with a recognised logo and brand, then when you set up your online shop, your customers will be more likely to trust it if the site carries the branding they know and trust rather than a totally different look.
Your branding should also be carried through all your marketing. Use your logo on letterheads, staff uniform, adverts etc. If customers have seen your logo somewhere before, you have already made a step forward in creating that all important sense of trust.
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