Think of your branding and website like a filter which tints viewers’ perception of you and your business. You need to make sure it is having a positive effect and not becoming a barrier.
Early in 2017 I received a message from Hayley, owner and cake designer at Sweetcheeks Bakehouse, enquiring about branding and web design.
She had far outgrown her old visual brand identity, and even her brand name.
When she started out with cupcakes at eclectic farmers markets, the Sweetcheeks Bakehouse brand worked well enough. It was cute and colourful.
But you see, as with all of us, Hayley’s business evolved. She now designs luxury, style-led cakes in the most mouthwatering flavours. Her market is high-end.
And the truth is, the high-end market expect a certain level of appealing aesthetics on first sight. They expect congruency in your work and your branding and website.
In Hayley’s case, there was a massive disconnect between her cake designs and her visual brand identity. This lack of alignment meant potential clients were having to work that much harder to see her amazing talent.
It was time to change, and that’s certainly what we did! Sweetcheeks Bakehouse became Hayley Elizabeth Cake Design, and I created branding and a website that spoke directly to her dream clients (while still incorporating Hayley’s love of pink!).
What’s more, her old website which had hundreds of pages has become easy to navigate in addition to being visually captivating for her audience.
Apart from the visual evidence, Hayley took two bookings the morning her site went live - and that just the coming soon page!
Tips to take away
Assess where you are in your business. Is your branding and website still at the same level?
Know your ideal client - you need to know about them in depth in order to convey your message visually. Is there a disconnect?
Make your site user-friendly - an easy-to-navigate website makes the life of your potential clients so much simpler. Don’t make them hunt for what they are looking for!
Know your goals - if you don’t know what you’re trying to achieve, how are you going to get there? Hoping for the best won’t cut it!