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Pattern Group C. Creating a Powerful Homepage > Build Site Identity and Brand

Build Site Identity and Brand

Customers need to know that your site holds a valuable promise. They also need to know it is a promise they can trust you to fulfill. And if the site is valuable, they will want to remember it for later, to use for themselves or to tell friends about. This is what it means to build a positive identity and a valuable brand. Building a site brand requires presenting a promise of what your site offers, with the goal of attracting customers to come in, and earning their trust and respect by continually fulfilling that promise.

This means focusing on the company's UP-FRONT VALUE PROPOSITION (C2), SITE BRANDING (E1), and PRIVACY POLICIES (E4) using text, logos, photos, and illustrations to convey that you are trustworthy and professional. But the site itself must reinforce the brand by fulfilling the promise and building trust on every page.


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