how to brand web contentBranding is a big subject, and businesses that go through extensive branding exercises usually spend big bucks and big chunks of time to do so. But that doesn’t mean small businesses with small budgets have to miss out on branding, especially when it comes to web content.

Branding is a slow process

Think of your brand as the personality of your business. In other words, it’s not one item such as a logo or tagline that defines your brand. It’s everything about your business combined.

Brands evolve over time, and that’s good news for a business on a small budget. Start with these essentials and keep your eyes open for opportunities to fine tune your brand and your web content as you grow.

Decide on an icon and bottom-line message for your business

What do you promise to do for your customers? Write it out in one sentence, and make sure that sentence appears on your home page and your about page.

To reinforce your promise, come up with an icon to represent it. (My business uses the No. 2 Pen. Other examples include the Nike swoosh and the NBC peacock.) Incorporate the icon into your web copy by inserting the image and by referencing the concept in your text. To learn how to get super cheap graphic design, you might check out my Fiverr review.

Who is your audience? Speak to them.

Don’t be all things to all people. Identify your target niche and write your web content to entice that group of people. Later, when you have a bigger budget, you can open your reach and target other markets.

Consistent look and feel

First, use similar images, fonts, and colors in all of your marketing materials. Don’t recreate your brand with every web page, email, and brochure. Pay for one set of designs and stick with it.

Second, write sharp web content. Take that content and re-purpose it for your other marketing efforts.

What I have I missed? How else can you brand your web content on a budget?

Sara Lancaster

About Sara Lancaster

Sara is The Condiment Marketing Co.’s founder and creative director. She oversees client relationships, strategic marketing plans, as well as a bit of copywriting and social media management.