As an affiliate marketeer, you’re already focused on creating great content for your visitors with as much SEO value as possible. Adding a strong brand identity will help increase returning visitors through trust and authority.
Is branding just a logo?
If you’ve already started your affiliate marketing website, the chances are that you have a logo, but a logo is only part of your brand identity. Your brand is made up of everything your visitor sees, reads and hears on your website.
When evaluating an existing brand, some questions I like to ask are:
- Does your logo reflect the website and the subject?
- Is there a clear colour scheme – brand colours?
- Are the graphics, icons, photographs and videos consistent and in a similar style?
- Are the articles on the website written in a consistent tone of voice and in a style fitting to your audience?
Starting a brand identity from scratch is no different, we still need to ask these questions but we ask them as we develop the brand.
Is a logo that important?
Your logo is the masthead of your brand and website, it’s the identifying mark that people will associate with your brand. A logo should encapsulate what your website does, reflect your brand values and fit the personality of your brand. A logo is important but it only has an impact if it works with your other brand elements and they work with it.
Why are brand colours important?
Defining a colour palette helps you set a tone for your brand and website. A good rule of thumb is to choose four to five colours; two key colours and two or three supporting colours. The colours you choose should be fitting to the style of your website, for example; a site about wild camping would have a colour palette with earthy tones – green, brown, off white, with an accent of yellow. If a wild camping website had a colour palette of neon tones you would find it difficult to relate the colours to the subject, it’s important to use fitting colours so your audience understands what to expect from your website.
Which fonts should I use?
We are spoilt for choice with the number of great fonts available from Google Fonts and it can be all too tempting to use a variety of different fonts. As with brand colours, it’s a good idea to have a small set of brand fonts, usually no more than three. Once again, choosing the right fonts for your brand is important. As we all know, using Comic Sans for a website which reviews the latest Apple products would be quite odd. This type of website would naturally call for a clean, sans serif font.
Pictures, Graphics and Icons
As part of your brand identity, you might have a selection of icons and graphic elements. These will all help strengthen your brand when designed as part of your brand identity, their style should match everything else making a coherent package of brand assets.
Branding is all about consistency
Once your brand colours, fonts, graphics and your logo are defined, you then have everything you need to keep your brand identity consistent. This is where brand guidelines come into play, a brand guideline is a document which outlines all the elements of your brand identity and how they should and should not be used. Every so often, you will use your brand guide to check that you are keeping to the style that has been set, straying from your brand identity will throw out the look from one article to the next.
Brand guidelines are a very useful document to give to other designers and web designers you are working with, it’s your set of rules and style plan which other designers will work from to make sure your brand identity is consistent.
Let’s not forget that consistency builds trust.
A Pinch Of Nom is an excellent example of an affiliate website with a strong brand identity. Their brand speaks to their audience, builds trust and delivers information in an engaging and relatable way. Their colour scheme is bold and fun to match their style of healthy recipes and how they write.
How do we start?
I always start a brand identity project by learning about your business; why you do it, who you do it for and how you hope for the business to develop.
If you’re thinking about developing a brand identity for your website, let’s book a chat.