Websites for Effective Branding

The Impact of External Perception on the Brand Image

Everything that outsiders perceive about a company influences the brand image. The corporate website plays a central role in this and is often the first digital touchpoint with potential customers. Therefore, the website can be crucial in shaping the brand image.

What is a Brand Image?

A company's brand image is formed by associating certain qualities or attributes with the brand. This can include colors (e.g., Telekom's magenta), design (e.g., Apple's minimalist aesthetics), or other attributes such as product quality.

How to Apply This Knowledge?

Every company wants to be perceived as high quality. However, it's not always wise to focus solely on quality in brand communication. The brand image must be credible and accepted by the audience. Quality is only believable if the customer has tested the product themselves and found it to be of high quality. Everyone claims to be the best, but only a few are trusted.

What Should Be Communicated?

Communicate only what is true. For instance, if you aim to position your company as the best manufacturer of women's bicycles in Fürth, this claim should be substantiated.

Which Qualities Are More Credible?

Specific and local attributes are often more credible. "We are the best women's bicycle manufacturers in Fürth" sounds more authentic than "We are the best bicycle manufacturers in Germany."

Consistent Brand Communication

Once you have decided which attributes to convey, it is important to implement them consistently in your communication. Every employee should know what the company stands for to ensure a unified message.

Implementation in Marketing

Analyze your marketing materials such as advertising campaigns, social media profiles, flyers, and your website. All elements should have a consistent design, including colors, fonts, and image choices.

Example: If your company is to be perceived as the manufacturer of the best women's bicycles in Fürth:

• Color: A deep pink that conveys professionalism and quality.

• Font: An elegant serif font that conveys seriousness and class.

• Images/Videos: High-quality, minimalist images that exude quality.

Consistent Written Communication

Your written communication should also reflect this brand message. Avoid contradictory statements on your website or in other marketing materials.