How Brand Identity Can Influence Website Conversions

by Sheryl Wright

Brand identity makes or breaks a business of any size as it really is the backbone of a company in that it defines who you are and your mission. A strong brand can help customers easily recognize you, can help you to appear more trustworthy, and can even help in increasing the number of website conversions you reach. It can even give you a certain edge above all of your competitors so that you are better trusted even among your colleagues and among other business owners. All of these benefits, however, all go back to one in that when you have a strong brand identity, you have the potential to have an endless number of website conversions.

Recognition

As a business owner, it is your goal for customers to choose you for the products or services they need. Having a strong brand identity can help customers more easily choose you as they will quickly recognize your business. Customers are more likely to make a purchase from someone that they feel they already know about or have heard about rather than a company that is completely new to them. This is even true if the customer has never interacted with your company before but was just referred to you or saw one of your advertisements.

Differentiation

A strong brand identity can also help to differentiate your company and put you a step above your competitors. It can make you seem more trustworthy than other companies and businesses that are in your market but who do not have a strong brand. Customers will gravitate towards those businesses that are more trustworthy, and you will find that your business becomes one of the top competitors in the market. The brand identity almost gives you something unlike anyone else in the market that you are trying to reach.

Loyalty

When you are in the process of creating your brand identity, you should clearly define the missions and the values that your company holds. Customers who share with you those values and missions will come towards your company as they will feel as if you all are helping the greater good together. This also helps to develop a type of personal and emotional connection with your customers so that they continue coming back for more. Sometimes, the customers will even be with you for the rest of their lives, encouraging their family to come to you for their needs as well.

Credibility

As mentioned above, when you have a strong brand identity, you also have a strong sense of trustworthiness. This helps you to develop credibility among other businesses and among a customer base who wants to come to you so that you are receiving those website conversions. When you reach a level of credibility, you will have more and more people coming to your website anyways to see what you offer, which may eventually result in a purchase as well. Literally, everything is connected between the brand identity that you are creating and the sale you are hoping to attain.

Product Introduction

Finally, when you run a business, you will likely offer a new product or service at some point. Sometimes, these new products make customers nervous, but with a trustworthy brand identity and loyal customers, you will probably have those that will want to try them out. You can even offer them a free trial, then use a trial conversion dashboard to see how many of your customers ended up making the final purchase. They may even then refer others to your company as your new products may meet other needs as well.

Final Thoughts

Building a strong brand is no easy task, and neither is getting that first sale when you are first starting out. The two go hand-in-hand, however, and when you develop strong brand awareness, you are almost guaranteed to gain more website conversions especially. Find the customer base that will become loyal to your brand and that trusts your brand, as they will bring other referrals to you. Be sure to be ready with new products or services and offer free trials, always monitoring the results for the conversion that you are able to achieve.

Sheryl Wright is a freelance writer who specializes in digital marketing, inclusive business, and interior design. If she is not at home reading, she is at a farmer’s market or climbing in the Rockies. She currently lives in Nashville, TN.