The personality of your website should attract your ideal customer. The messaging should align with your business’s purpose. The colors and writing should elicit the impression you want your business to make and how you want your visitors to feel. It is what you are saying and how you are saying it.
You want your brand to show up consistently across every marketing channel in the same way. The same colors, typefaces, imagery style, and message will allow you to build enormous brand equity, which leads to increased trust, credibility and reliability.
It is important to be clear about what you stand for, who you serve, what you do best, why you’re a great choice. Be clear about how your company is different as well as what results and benefits will be experienced by those interacting and engaging with you.