As you build your corporate branding strategy, you have no doubt determined that you’ll either need a brand new website or an update to your current website. You may also be considering using a website template instead of hiring a website design professional. Before you go the website design template route, I invite you to read on.
Time and money savings are the biggest drivers in the decision to go with a web design template. A template comes with ready-to-customise options, in-place code, operational features…and some serious pitfalls that will work directly against your corporate branding strategy.
Will your Corporate Branding Strategy Tolerate a Template?
At How to Build a Brand, we’re often saddened to see a brand that has been so well-developed, with targeted provisions for brand design, logo design, brand awareness, brand identity strategy, social media marketing…brought down by a sub-standard, template-based website design.
Remembering that your brand’s website is the window to your brand and the first impression that many of your ideal clients will have is crucial. An effective corporate branding strategy dictates that all aspects of a brand should be coherent in appearance and message – and if you’re limited in website design choices, consistency is lost.
Consider these points whilst choosing between a website template and a website design expert:
- A key principle in corporate branding strategy says that your brand identity should be absolutely unique. If you use a website template, you will share a base design with other companies and individuals – increasing the chances that your brand identity will be associated with theirs.
- Another key principle in corporate branding strategy is consistency in message. If you find yourself settling for fonts, colours, and graphic design that are “close” to the elements of your brand design, you will have lost consistency across all media.
- Web design templates do not come equipped with SEO, or search engine optimization, features (elements that will assist consumers in finding your website and increase your search engine rankings). Unless you or an online marketing expert applies SEO tactics to your new website, web crawlers will not find it. In all truthfulness, a blank page would be just as effective.
- In most cases, the structural elements of templates must remain. This means that things like tables, columns, layout, and navigation are non-negotiable.
- Using a website template doesn’t negate the need for programming, website-building, and photo-editing software and expertise. In many cases, a website design expert or web development professional will need to be hired to ensure that loading is fast and photos are high-definition.
- You may find that you’re limited in the amount of content allowed for each web template. If too much text is entered, the layout may be distorted.
Whilst templates are not entirely ineffective, we advise that they only be used with the help of website design, SEO, online marketing, and branding experts. Otherwise, your website could end up working against your brand, rather than building it up.
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