What is website branding?


Colin Richardson
Digital Design Director

Branding is a word that gets tossed around a lot in marketing, but not everyone understands what it means.

For example, you might think branding is just a logo or a name. But it's much more than that.

In this article we'll explain what website branding is, why it matters, and how to apply it to your own website.


It all boils down to the way brands are perceived by consumers: Mercedes-Benz is seen as luxurious, high-quality car brand while Škoda is seen as cheap and lower quality even though it sells good cars at low prices. That's the power of branding.

merc vs skoda

Mercedes vs Skoda

Your brand is your company's personality

It includes your logo, colours, tone of voice, typography, and the overall look and feel of your communications. It’s also about who you are and what you stand for. All these things will contribute to how people perceive your business and what they can expect.

A website's brand encompasses the way it looks, feels, and acts.

How important is branding to your website? 

Your brand is the most important thing about your business. It's what sets you apart from the competition; it's what makes people want to do business with you. If your brand isn't strong, or if it isn't what you think it is, then everything else you do is a waste of time and money.

Recent studies show that consumers are willing to pay significantly more for products from brands they consider to be premium compared to ones from lesser-known brands. The study also found that the higher price was associated with more value placed on quality and performance, in addition to the perception of prestige or exclusivity.

Branding can provide perceived value that leads to increased sales over time – even if your prices are higher than your competitors'.

Your website is often the first impression people have of your brand, and it's critical that your site accurately represents who you are. If it doesn't, you risk looking unprofessional or out-of-touch—and that can damage your credibility.

Branding and website design 

It’s all about consistency: your logo, fonts, colors, typography, messaging, and tone of voice all need to be unified across all your communications. Which of course includes your website.

If you have existing branding, your website designer or agency will consider how the branding strategy fits into the website design, tying everything together seamlessly. Done properly, your business website should be instantly recognisable and your brand will shine through.

If you don’t have branding, then we’ve some tips below. Even better, employ a good branding agency to help you.

Website branding tips 

You want your website to be a clear reflection of your business and its values. This is the best way to stand out from competitors and attract the right customers. But how do you achieve that? Here are some key tips to help:

  1. Know who you are

    First, analyse your audience. What do they want? What are their needs? What does your company have to offer them? Once you know the answer to these questions, you can make sure your brand reflects what's valuable to them.

  2. Define your message

    What makes you unique? Why should people choose you over someone else? Figure out what differentiates you from competitors, then get that message across in every aspect of your brand's visual identity—from logo design to color palettes and typography. The clearer you define yourself, the easier it will be for people to understand what they get by choosing you.

  3. Develop a tone of voice

    Use words that fit your brand. For example, if you're selling high-end products, then don't use slang terms like "cool" or "awesome." Instead, choose words that sound sophisticated and elegant like "comfortable" or "sleek."

Don't be afraid to show personality. This doesn't mean that you should try too hard; just make sure that the personality of your business comes across in your content.

Examples of great website branding


Apple's website branding is a shining example of how to create a consistent experience across all product pages. Their famous "hero" images do a great job of showing off their products in action, while their clever overlays highlight key features, making the text stand out while keeping the design simple and clean.

Users are directed to brand-specific pages through the navigation bar at the top of the page, which allows them to delve deeper into what makes each product unique. And on each individual product page, users can easily find all relevant information at a glance. Overall, this is an excellent example of how to present a streamlined user experience while still showcasing your brand's specific personality and style.

apple website2


Airbnb is an excellent example of a strong brand identity. Their brand is well defined, consistent, and visually appealing. The logo is simple and memorable, while the color scheme, use of white space and strong photography make it easy to navigate the site.


National Geographic 

National Geographic has been around for over 100 years and their brand identity has been strong throughout that time. Their iconic yellow border was introduced in the 1920s and has been synonymous with their name since then. Their logo is consistently visible on every page of their site, and is referenced throughout the design to highlight titles, features, and links.

national geographic website

In summary

There you have it. These basic tips should help you get your website on-brand for a consistent and relevant customer experience. You don’t need to be a major multinational like our examples either, any business or organization benefits from a strong brand.

Of course, the work doesn't end here.

As with any part of your online strategy, branding is a fluid process that must evolve with your company and website. Just be sure to get these basics right—and make sure you're designing with purpose.

This article was updated on , filed under website design, website content.

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