Don’t let your website be a branding blind spot.

At Top Left Design, we often talk about “branding” and how crucial it is for your website.

Our clients aren’t from the same background as us. They run other businesses – finance, recruitment, health, consulting – and more.

So it’s perfectly understandable that they don’t know the same “jargon” as us – hence we’re here to share knowledge. Because we believe everyone who runs a business should know a little bit about marketing.

But what does that actually mean, especially when it comes to your online presence?

Simply put, your brand is the unique personality and promise of your business.

It’s what makes you different, memorable, and trustworthy in the eyes of your customers.

Think of it like the feeling you get when you interact with a favourite shop or hear a certain company’s name.

Your website is the central hub for your brand online.

It’s where potential customers go to learn about you, understand what you offer, and decide whether to engage with your business. If your branding isn’t thoughtfully woven throughout your website, it can create confusion, dilute your message, and ultimately make it harder to connect with the right people.

Let’s break down 13 ways your website might be missing the mark when it comes to showcasing your brand effectively, even if you’re not entirely sure what “branding” looks like online.

I’ve also added a tip for each point!

1. Inconsistent logo usage (size, placement, variations):

Your logo is like your business’s signature. Imagine signing a letter differently every time – it would look odd and unprofessional. On your website, using your logo in varying sizes, random spots on the page, or with altered colours or shapes can create a similar sense of visual disorganization.

Consistent logo use helps people instantly recognise you.

Our approach: We always create mockups showing exactly where your logo will appear and at what size on different pages, ensuring it’s always clear and consistent. We typically develop two logo versions: a standard one for light backgrounds and a reversed-out option for use on darker block colours. Using the appropriate version in each context is part of ensuring your logo always appears polished and recognisable.

2. A mismatched colour palette (not aligning with your core brand colours):

Think of your brand colours like the consistent paint job on your physical shop or the uniform your team wears. These colours become visually associated with you. If your website uses a completely different set of colours, it can be jarring and make it harder for people to connect the online experience with your overall brand.

Our approach: We develop style guides and mockups that demonstrate how your specific brand colours will be used across your website, from buttons to backgrounds, ensuring a unified look.

3. Font anarchy (too many typefaces or incorrect usage):

Just like your voice has a certain tone, your brand uses specific fonts to communicate. Using too many different fonts, or using them inconsistently (e.g., a playful font for serious information), can make your website look messy and unprofessional. Consistent font choices create visual harmony and reinforce your brand’s style.

Our approach: Our design mockups clearly show which fonts will be used for headings, body text, and any special accents, ensuring a consistent and readable experience that reflects your brand’s personality.

4. Generic stock imagery (lacking your unique visual style):

Imagine every local bakery using the same picture of a generic loaf of bread. It wouldn’t tell you anything about their unique offerings. Similarly, using generic stock photos that don’t reflect your business, your team, or what you actually do can make your website feel impersonal and indistinguishable.

Our approach: We often suggest using your own photos of your team, your products, or your workspace in our mockups to bring your brand to life authentically.

5. An inconsistent tone of voice (written content not ‘sounding’ like you):

The way you speak and write represents your brand’s personality. Are you friendly and approachable? Professional and authoritative? If the words on your website jump between these styles, it can confuse your audience. A consistent tone of voice helps build a clear brand identity.

Our approach: We work with you to understand your business’s “tone of voice” and ensure all the text on your website, from product descriptions to blog posts, speaks in a way that is authentically “you,” often showing examples in our mockups.

6. Low-quality visuals (blurry logos, pixelated images):

Think of a blurry sign outside a shop – it doesn’t inspire confidence. Similarly, low-quality images and logos on your website can make your business look unprofessional and as though you don’t pay attention to detail.

Our approach: We ensure all visual elements in our mockups are crisp, clear, and optimised for the web, reflecting a high standard of quality for your brand.

7. Inconsistent use of visual elements (icons, patterns, graphics):

If your brand uses specific icons, patterns, or graphic touches in your other materials, using them inconsistently (or not at all) on your website is a missed opportunity to reinforce your visual identity and create a cohesive brand experience.

Our approach: Our mockups demonstrate how any existing brand-specific visual elements can be integrated thoughtfully and consistently throughout your website.

8. Favicon fail (the little browser icon is missing or generic):

That tiny icon in your browser tab might seem small, but it’s another little nod to your brand. A missing or default icon is a missed chance to subtly reinforce your identity every time someone has your website open.

Our approach: We always ensure a custom favicon, featuring a small version of your logo or a key brand element, is included in the final website.

9. Social media integration as an afterthought (generic icons, wrong colours):

Your social media presence is often an extension of your brand. If the links on your website use generic icons or don’t align with your brand colours, it can feel disconnected. Seamless integration reinforces your overall online presence.

Our approach: Our mockups show how your social media links will be presented using visually consistent icons that align with your brand.

10. Template dominance (website looks just like everyone else’s):

Using a very basic, unmodified website template means your online presence might look similar to hundreds of other businesses. This makes it difficult to stand out and communicate what makes your brand unique.

Our approach: We specialise in custom, bespoke WordPress websites, meaning the design is created specifically for your brand, ensuring it looks and feels distinctly yours from the initial mockups.

11. Lack of brand storytelling (website focuses only on features, not your ‘why’):

Your brand has a story, a mission, and values that resonate with your audience on a deeper level than just the products or services you offer. If your website only talks about what you do, without explaining why you do it or what you believe in, you’re missing a crucial opportunity to build a stronger brand connection.

Our approach: through wireframes and content planning, often visualised in our mockups, we help you identify and integrate your brand story and values into your website’s narrative.

12. Ignoring accessibility guidelines (your brand inadvertently excludes people):

A truly strong brand is inclusive. If your website isn’t designed with accessibility in mind (e.g., poor colour contrast, lack of alt text for images), you not only fail on the “checkbox” of accessibility.

you might be inadvertently excluding potential customers and sending a message that your brand doesn’t consider everyone.

Our approach: Accessibility is a key consideration in our design process, and our mockups take these guidelines into account to ensure your brand is welcoming to all.

Forgotten contact pages (cold and impersonal or lacking key information):

Your contact page is a crucial touchpoint for potential clients. Often, businesses focus so much on the homepage and service pages that the contact page becomes an afterthought – a simple form with a generic message. However, this page is an opportunity to reinforce your brand’s friendliness and helpfulness. A well-laid-out contact page with a welcoming message, clear contact options (phone, email, form), and even in-form checkboxes that subtly remind people of your key services can significantly improve engagement and make connecting with you feel easier and more relevant.

Our approach: We create mockups of contact pages that include friendly messaging, clear contact details, and strategically placed in-form checkboxes related to your services, ensuring even this functional page reinforces your brand and guides enquiries effectively.

Our approach: visualising your brand online, together

At Top Left Design, we believe that understanding and implementing your branding effectively on your website is a collaborative journey. That’s why our approach is built around clear communication and visual feedback. Before any coding begins, we create detailed mockups of how your brand will come to life across your website. This allows you to see and feel the design, ensuring it accurately reflects your brand’s personality and values.

We actively involve you in the feedback and decision-making process at every stage of the mockup phase. This ensures that the final website isn’t just visually appealing, but a true and powerful representation of your brand, designed to connect with your audience on a deeper level.

Is your website truly telling your brand story?

Take a moment to look at your website through the eyes of someone who’s never encountered your brand before. Does it clearly communicate who you are, what you stand for, and why they should choose you? If not, it might be time to explore how thoughtful branding can transform your online presence from simply existing to truly representing the heart of your business. Let’s talk about how Top Left Design can help you build a website that proudly and effectively showcases your unique brand.