When it comes to corporate web design, many corporations overlook the purpose of branding and focus too much on themselves. If you look at the websites of several corporations, you’ll find that many of them talk about what they do, their past history and what they’re doing now. The atmosphere is often cold, dull and boring. It’s no wonder that these websites spark very little interest. These websites lack a strong brand identity that connects the audience to their companies.

If you think about it, there isn’t much that distinguishes similar websites in a given market. They sell similar products, are designed similarly and have a similar website structure. What’s going to differentiate these websites is having a strong brand identity that resonates with their audience and creates an emotional impact. This identity is what will get people to do business with a business over another competing business.

The problem is that many corporations have the idea that corporate web design has to be business as usual. That is far from the truth. Corporate websites can be just as engaging, colorful and unique as other types of websites. The key is to incorporate the brand into design in an engaging way. There are many different aspects of branding that will come into play when designing a website with a strong brand identity.

The first obvious one is the logo. The logo should be prominent but not play the role of your brand. It should be like a title of the book but not tell the entire story. The second one is the typography. The typography is one of the biggest factors of the look and feel of a corporate website. Testing various font types to see what really represents the heart of your brand is critical. Then, there’s the colors used in the design. The colors will represent the personality and the tone of your brand. Your job here is to represent your company and the audience as best as possible through the right combination of colors.

Following these three aspects of branding are the conversation aspects of the brand. The first is the presentation. How are you going to present your brand? A good idea is to use visual stories to get people to identify with their brand. Many companies have done this with great success. Second, there’s the culture of the brand. Try to represent the culture of your audience or the culture of what your company is about. Doing this conveys that brand has a purpose and a real identity in the marketplace. Finally, create a community. Give people the platform to connect with likeminded and even with your company. This is bound to spark a conversation.

All these aspects form to create an impactful, memorable and unique brand. And with a strong brand immersed in the design, you’ll be able to convey authority and credibility about what your company does. You’ll also influence people to share your content, start a conversation, partner with you, and purchase your products and services. Remember, it’s more important than ever to create a strong brand due to today’s competitive atmosphere. If you want to stop being a commodity in your market or industry, it’s time to take action and get serious about your brand.