Speaking as someone currently knee deep in redesigning their website, I thought others might benefit from the areas I’m using laser focus, to ensure my brand personality oozes like butter through a cracker, when someone lands on my website.
Why?
Because your website is often the second point of contact between your brand, and your potential customers. Chances are they’ve come across you on socials, or at an event. Where they see you in action. Making sure your brand’s personality, values and quirks are carried through to your digital storefront isn’t just good practice, it’s vital, especially for that know-like-and-trust factor.
ONE: Start with a Compelling Visual Identity:
Your website’s design is the canvas upon which your brand personality is painted. Think colour palette, typography, and imagery all aligning with your brand’s personality. Whether you’re aiming for a professional and serious tone, or a playful and creative vibe, your design choices should consistently reflect this throughout your site.
Tip: Don’t underestimate the power of high-quality images to reinforce your brand’s unique style.
TWO: Craft Engaging Copy and Messaging:
Your website’s content is the not-so-secret element where you can really bring your brand’s voice to life. Through compelling copy and messaging, you can inject personality into your site. My tone of voice is warm, wise and witty (can you tell?!) So during my redesign journey, I focused on language that showed that transformation I give to clients, but in a tone that resonates and connects with my ideal clients. And don’t just keep it to the wordy sections – think headlines, alt text, captions – every word counts!
Tip: Keep it simple. Make it memorable. Use stories wherever possible.
THREE: Incorporate Interactive Elements:
Aka, fun stuff! Interactivity not just injects life into your website, but it can create a lasting impression and if done with the user in mind, it can be a handy lead magnet to grow your email list and your community. Personally, I love a good quiz, but you can also include other features like polls and chatbots to strategically engage visitors while conveying your brand’s personality.
Shameless plug: I’ve put together a quiz lead magnet to help small business owners find their Brand Spirit aka, a character that they can slip into to help make brand-aligned business decisions and help guide their brand’s authentic tone of voice. Interested? Drop me a DM or comment here and I’ll send you the link.
FOUR: Prioritise User Experience (UX):
Ever clicked a link on a website then waited an eternity for all their pretty pictures to load? Annoying, right? A seamless and enjoyable user experience is essential for conveying brand personality effectively. I’m talking about easy navigation, quick page load times, and mobile responsiveness. A user-friendly site not only reflects professionalism, but also shows that you care about your audience’s needs – and time!
Tip: Test, test, test! Tweak. Then test again!
FIVE: Showcase Your Values and Stories:
Your brand’s values and stories are the heart of your personality. As I redesigned my website, it was really important to me to weave in my values and stories of my journey. Not only does it show I know what I’m talking about because I’ve been there, done that, but it humanises my brand and allows visitors to connect on a deeper, more emotional level.
Tip: On your About page, even though it is about you, try to think about what it is about you that will be of value to your customer. Share some personal bits, but also share the stories of your own transformation so they understand that you’ve been in their shoes, you get it, and you can help them.
And last freebie, incorporating your brand personality into your website is an ongoing process. It doesn’t end when you launch. I will absolutely revisit this list, and some, regularly post-launch.
What things have you done to help bring out your brand personality on your website?
