About cookies on this site
We use cookies to collect website performance and usage data, and to enhance and customise content and advertisements.
About cookies on this site
Cookies used on the site are categorized and below you can read about each category and allow or deny some or all of them. When categories than have been previously allowed are disabled, all cookies assigned to that category will be removed from your browser. Additionally you can see a list of cookies assigned to each category and detailed information in the cookie declaration.
Necessary cookies
Some cookies are required to provide core functionality. The website won't function properly without these cookies and they are enabled by default and cannot be disabled.
CookieHub is a Consent Management Platform (CMP) which allows users to control storage and processing of personal information.
Cloudflare is a global network designed to make everything you connect to the Internet secure, private, fast, and reliable.
Preferences
Preference cookies enables the web site to remember information to customize how the web site looks or behaves for each user. This may include storing selected currency, region, language or color theme.
Analytical cookies
Analytical cookies help us improve our website by collecting and reporting information on its usage.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic.
Vimeo, Inc. is an American video hosting, sharing, services provider, and broadcaster. Vimeo focuses on the delivery of high-definition video across a range of devices.
Clarity is a user behavior analytics tool that helps you understand how users interact with your website.
Marketing cookies
Marketing cookies are used to track visitors across websites to allow publishers to display relevant and engaging advertisements. By enabling marketing cookies, you grant permission for personalized advertising across various platforms.
A piece of code that lets businesses measure, optimise and build audiences for advertising campaigns.
The LinkedIn Insight tag powers conversion tracking, website audiences, and website demographics within the LinkedIn system.
Microsoft Advertising (formerly Bing Ads) is a service that provides pay per click advertising on the Bing, Yahoo!, and DuckDuckGo search engines.
Cookies used on the site are categorized and below you can read about each category and allow or deny some or all of them. When categories than have been previously allowed are disabled, all cookies assigned to that category will be removed from your browser. Additionally you can see a list of cookies assigned to each category and detailed information in the cookie declaration.
Necessary cookies
Some cookies are required to provide core functionality. The website won't function properly without these cookies and they are enabled by default and cannot be disabled.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
cookiehub | .bigfork.co.uk | CookieHub | 365 days |
Used by CookieHub to store information about whether visitors have given or declined the use of cookie categories used on the site. | |||
PHPSESSID | www.bigfork.co.uk | Session | |
Cookie generated by applications based on the PHP language. This is a general purpose identifier used to maintain user session variables. It is normally a random generated number, how it is used can be specific to the site, but a good example is maintaining a logged-in status for a user between pages. | |||
__cf_bm | .vimeo.com | Cloudflare, Inc. | 1 hour |
The __cf_bm cookie supports Cloudflare Bot Management by managing incoming traffic that matches criteria associated with bots. The cookie does not collect any personal data, and any information collected is subject to one-way encryption. | |||
_cfuvid | .vimeo.com | Session | |
Used by Cloudflare WAF to distinguish individual users who share the same IP address and apply rate limits |
Preferences
Preference cookies enables the web site to remember information to customize how the web site looks or behaves for each user. This may include storing selected currency, region, language or color theme.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
lidc | .linkedin.com | LinkedIn Ireland Unlimited Company | 1 day |
Used by LinkedIn for routing. | |||
li_gc | .linkedin.com | LinkedIn Ireland Unlimited Company | 180 days |
Used by LinkedIn to store consent of guests regarding the use of cookies for non-essential purposes | |||
vuid | .vimeo.com | 400 days | |
These cookies are used by the Vimeo video player on websites. |
Analytical cookies
Analytical cookies help us improve our website by collecting and reporting information on its usage.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
_ga_ | .bigfork.co.uk | 400 days | |
Contains a unique identifier used by Google Analytics 4 to determine that two distinct hits belong to the same user across browsing sessions. | |||
_ga | .bigfork.co.uk | 400 days | |
Contains a unique identifier used by Google Analytics to determine that two distinct hits belong to the same user across browsing sessions. | |||
bcookie | .linkedin.com | LinkedIn Ireland Unlimited Company | 365 days |
This is a Microsoft MSN 1st party cookie for sharing the content of the website via social media. | |||
CLID | www.clarity.ms | Microsoft | 365 days |
Identifies the first-time Clarity saw this user on any site using Clarity. | |||
_clck | .bigfork.co.uk | Microsoft | 365 days |
Persists the Clarity User ID and preferences, unique to that site, on the browser. This ensures that behavior in subsequent visits to the same site will be attributed to the same user ID. | |||
MUID | .bing.com | Microsoft | 390 days |
Microsoft User Identifier tracking cookie used by Bing Ads. It can be set by embedded microsoft scripts. Widely believed to sync across many different Microsoft domains, allowing user tracking. | |||
MR | .c.bing.com | Microsoft | 7 days |
Used by Microsoft Clarity to indicate whether to refresh MUID. | |||
SM | .c.clarity.ms | Microsoft | Session |
This cookie is installed by Clarity. The cookie is used to store non-personally identifiable information. The cookie is used in synchronizing the MUID (Microsoft unique user ID) across Microsoft domains. | |||
MUID | .clarity.ms | Microsoft | 390 days |
Microsoft User Identifier tracking cookie used by Bing Ads. It can be set by embedded microsoft scripts. Widely believed to sync across many different Microsoft domains, allowing user tracking. | |||
MR | .c.clarity.ms | Microsoft | 7 days |
Used by Microsoft Clarity to indicate whether to refresh MUID. | |||
_clsk | .bigfork.co.uk | Microsoft | 1 day |
Connects multiple page views by a user into a single Clarity session recording. |
Marketing cookies
Marketing cookies are used to track visitors across websites to allow publishers to display relevant and engaging advertisements. By enabling marketing cookies, you grant permission for personalized advertising across various platforms.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
_fbp | .bigfork.co.uk | Meta Platforms | 90 days |
Facebook Pixel advertising first-party cookie. Used by Facebook to track visits across websites to deliver a series of advertisement products such as real time bidding from third party advertisers. | |||
SRM_B | .c.bing.com | Microsoft | 390 days |
This cookie is installed by Microsoft Bing. Identifies unique web browsers visiting Microsoft sites. | |||
ANONCHK | .c.clarity.ms | Microsoft | 1 hour |
Used to store session ID for a users session to ensure that clicks from adverts on the Bing search engine are verified for reporting purposes and for personalisation | |||
AnalyticsSyncHistory | .linkedin.com | LinkedIn Ireland Unlimited Company | 30 days |
Used by LinkedIn to store information about the time a sync with the lms_analytics cookie took place for users in the Designated Countries | |||
UserMatchHistory | .linkedin.com | LinkedIn Ireland Unlimited Company | 30 days |
Contains a unique identifier used by LinkedIn to determine that two distinct hits belong to the same user across browsing sessions. | |||
bscookie | .www.linkedin.com | LinkedIn Ireland Unlimited Company | 365 days |
Used by the social networking service, LinkedIn, for tracking the use of embedded services. |
Colin Richardson
Digital Design Director
10/12/2024
Branding is a word that gets tossed around a lot in marketing, but not everyone understands what it means.
For example, you might think branding is just a logo or a name. But it's much more than that.
In this article we'll explain what website branding is, why it matters, and how to apply it to your own website.
It all boils down to the way brands are perceived by consumers: Mercedes-Benz is seen as luxurious, high-quality car brand while Škoda is seen as cheap and lower quality even though it sells good cars at low prices. That's the power of branding.
It includes your logo, colours, tone of voice, typography, and the overall look and feel of your communications. It’s also about who you are and what you stand for. All these things will contribute to how people perceive your business and what they can expect.
A website's brand encompasses the way it looks, feels, and acts.
Your brand is the most important thing about your business. It's what differentiates you from the competition; it's what makes people want to do business with you. If your brand isn't strong, or if it isn't what you think it is, then everything else you do is a waste of time and money.
Recent studies show that consumers are willing to pay significantly more for products from brands they consider to be premium compared to ones from lesser-known brands. The study also found that the higher price was associated with more value placed on quality and performance, in addition to the perception of prestige or exclusivity.
Branding can provide perceived value that leads to increased sales over time – even if your prices are higher than your competitors'.
Your website is often the first impression people have of your brand, and it's critical that your site accurately represents who you are. If it doesn't, you risk looking unprofessional or out-of-touch—and that can damage your credibility.
It’s all about consistency: your logo, fonts, colours, typography, messaging, and tone of voice all need to be unified across all your communications. Which of course includes your website.
If you have existing branding, your website designer or agency will consider how the branding strategy fits into the website design, tying everything together seamlessly. Make sure you include your branding guidelines in your website brief. Done properly, your business website should be instantly recognisable and your brand will shine through.
If you don’t have branding, then we’ve some tips below. Even better, employ a good branding agency to help you.
You want your website to be a clear reflection of your business and its values. This is the best way to stand out from competitors and attract the right customers. But how do you achieve that? Here are some key tips to help:
Know who you are
First, analyse your audience. What do they want? What are their needs? What does your company have to offer them? Once you know the answer to these questions, you can make sure your brand reflects what's valuable to them.
Define your message
What makes you unique? Why should people choose you over someone else? Figure out what differentiates you from competitors, then get that message across in every aspect of your brand's visual identity—from logo design to color palettes and typography. The clearer you define yourself, the easier it will be for people to understand what they get by choosing you.
Develop a tone of voice
Use words that fit your brand. For example, if you're selling high-end products, then don't use slang terms like "cool" or "awesome." Instead, choose words that sound sophisticated and elegant like "comfortable" or "sleek."
Don't be afraid to show personality. This doesn't mean that you should try too hard; just make sure that the personality of your business comes across in your content.
Apple's website branding is a shining example of how to create a consistent experience across all product pages. Their famous "hero" images do a great job of showing off their products in action, while their clever overlays highlight key features, making the text stand out while keeping the design simple and clean.
Users are directed to brand-specific pages through the navigation bar at the top of the page, which allows them to delve deeper into what makes each product unique. And on each individual product page, users can easily find all relevant information at a glance. Overall, this is an excellent example of how to present a streamlined user experience while still showcasing your brand's specific personality and style.
Airbnb is an excellent example of a strong brand identity. Their brand is well defined, consistent, and visually appealing. The logo is simple and memorable, while the color scheme, use of white space and strong photography make it easy to navigate the site.
National Geographic has been around for over 100 years and their brand identity has been strong throughout that time. Their iconic yellow border was introduced in the 1920s and has been synonymous with their name since then. Their logo is consistently visible on every page of their site, and is referenced throughout the design to highlight titles, features, and links.
There you have it. These basic tips should help you get your website on-brand for a consistent and relevant customer experience. You don’t need to be a major multinational like our examples either, any business or organization benefits from a strong brand.
As with any part of your online strategy, branding is a fluid process that must evolve with your company and website. Just be sure to get these basics right—and make sure you're designing with purpose.
This article was updated on , filed under website design, website content.
Get the latest B2B website news straight to your inbox
We can make your new website a great success.