Branding Identity

Consistency throughout all marketing media is powerful, for any business in Tayside attempting to build an effective branded image should include their website in their overall web marketing plan and the print/web design should reflect the image being created, including logos design, print and web colour schemes, tag lines and everything else used in developing business identities. Regardless of the business being large or small, consistency in design is required.

Customers do not consciously associate colours with companies, yet over the time, with successful company branding efforts in print and web design, customers will link the colours and company. This will eventually cause customers to associate subconsciously the colours with the company and will affect their experience on the website.

During a website redesign even in small businesses, choice of colour and its impact on overall branding should be considered. As with some websites, once a brand has been established, customers and visitors will have certain expectations of the website.

Some small businesses that work to rebuild their brand take a step backwards when significant branding changes were made. There may be times and reasons to go ahead with a re branding attempt but the impact should be carefully thought through.

Colour choices should be carefully planned from the start as it can be difficult to make big changes to colour schemes once considerable branding efforts have been made.

When a company is being established or a new website design is being planned and developed, colours should be given lots of thought and consideration.

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