In a time where technology is constantly changing, it’s imperative to have a brand that adjusts accordingly.
As people start to use their devices more on the go, a brand has to make sure it doesn’t miss opportunities because of an obsolete brand. A lack of a brand’s continuity can lead to mixed messages and uncertainty, which can affect brand loyalty.
The key to a successful brand is consistency. There should be a “feeling” or an “identity” associated with your brand, and that should be presented online. Your customers will develop comfort in this brand and will know what to expect. Once that is established, it is important to maintain your brand’s integrity and continue to look for opportunities where your brand can expand.
Well-known companies like Google and Airbnb have recently worked on their branding to ensure a smooth transition from desktop to mobile. With the increase in mobile web use, it’s as important as ever to adapt and keep your brand cohesive, from smartphone screens to a jumbotron (and everything in-between).
Google explained their decision in their blog, saying “…We’ve taken the Google logo and branding, which were originally built for a single desktop browser page, and updated them for a world of seamless computing across an endless number of devices and different kinds of inputs.”
Can your brand say the same?
Here are some questions to consider to make sure your brand identity can transition with technology trends:
- Does my logo scale down? Is it recognizable when small?
- Does it look good in black or white?
- Is my website responsive?
- Does my website have cohesive elements (color, icons, font)?
- Is there continuity with every page?
- Does that cohesion extend elsewhere (social media, email)?
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Active Web Group is a full-service digital marketing agency that links brands with an appropriate and responsive web design to fit that image. If you think your website can do more for you, give our experts a call at (800) 978-3417.
