Identity

What makes up identity

Your identity is your brand - look and feel. Fundamental to this is the experience visitors have on your website - do they give up in frustration because it’s slow and confusing?

Your brand identity and consistency of message is an important way for customers to align with your business. However, none of this even gets seen if your website is slow, confusing or clunky. Your identity becomes “too hard to deal with”.

The design elements of your website and the customer journey it provides enhance the user experience - if your visitors don’t give up and move on!

Know how your site performs and if necessary talk to your web developer and SEO people about optimising your site performance - both on desktop AND mobile devices. Remember, Google’s ‘mobile first indexing’ seeks to improve UX for people searching on the move or utilising elements of voice search.

There a several marketing specialities you can focus on to increase your identity score, these include:

• SEO
• Branding
• Website Development
• UX (User Experience)

The 3 main activities that move the needle for identity are:

1. Ensure the customer journey is streamlined and accessible, minimising the number of clicks needed to achieve their goal while being smooth and visually pleasing.
2. Analyse and edit your brand identity elements, including your logo, colours, typography, and visual style to ensure they best represent your brand.
3. Optimise your website's performance by improving load speed, optimising images, optimising for mobile and minimising server response time.

Building identity your way

There are some simple questions you should ask yourself about the way you're building identity.

These questions are:

1. Is my website user-friendly, fast, and easy to navigate, both on desktop and mobile devices?
2. Have I clearly defined my brand identity through consistent logos, colours, typography, and messaging across platforms?
3. How well does my website's design reflect the customer journey, making it simple and intuitive for users to find what they need?
4. Am I regularly optimising my site’s performance, including load speed and image optimisation?
5. What steps am I taking to ensure the visual and functional elements of my site align with the expectations of my target audience?

How to talk to an agency about identity

You should start by asking a series of questions that will help you determine if the agency is doing the right thing when it comes to identity.

These questions are:

1. How would you streamline the customer journey on our website to make it more intuitive and visually engaging?
2. What specific changes would you recommend to improve our site’s performance on mobile devices and reduce load times?
3. How do you ensure consistency between our brand’s visual identity and the user experience on our site?
4. What would you do to enhance our brand’s overall look and feel in a way that resonates with our target audience?
5. How do you approach optimising a brand’s identity for SEO and user experience to ensure a seamless customer journey?