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Dennis Thorgesen
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Building a brand; Brand design consultation

Published on 10/21/2014
For additional information  Click Here

Building a brand; brand design consultationLisech small logo

When you are building a brand, which everyone who markets on the internet is doing, a brand design consultation is a great way to go. This is what we recommended for a company, which has been marketing for a while. They have two websites.

No one is perfect

We have these questions as well as recommendations. When we looked at one of our own websites, we found similar problems. Our designer who retired chose the font and font size. He chose Calibri at size 9. For the regular internet, this works fine. For mobile, it does not. Our first website was HTML 4.2 and not mobile compatible.

First impressions last

Our first impression when viewing your websites on the computer is that you are doing a lot right. The site is dated, other than that; here are a few questions and recommendations. Lisech eMarketing large logo

Logo or picture

Where is your brand logo or picture? We don't see this on either website. Either a logo or your face are required if you want people to take your business brand or self-brand seriously.

Mobile readability

Do you have a mobile device? If so, look at your website on mobile. When you are finished looking at yours flip over and look at on the same device. What you have to remember is every month more people are searching using mobile devices. If they can't read simply, normally without enlarging the screen, they will move on. If you can't keep their attention, they will move on. If you check your stats on Google analytics, we believe you will find most of the mobile users are bouncing.

Picture of Lisechglobal mobile website


If you can make changes put your blog on a separate page, and keep the first page short. Increase the font size if you are allowed. This will make the website of more interest to mobile users. If you can, each blog should have a separate page.

Brand colors

What are your brand colors and do you use them on your social media as well? You should have three well defined colors. Most brands use black, white, and three other colors. Generally, these are based on the emotion you want a visitor to feel.

Brand font

What is your brand font? Choose one that is easy to read and darkens up well on mobile. We don't know enough about what you do to help with brand colors at this time.

Mission and vision statement

Where is your mission statement? We don't see a vision statement either. For each of these simple is best. These in general should be held to a single sentence. As simply as possible you need to explain both your vision and your mission. Do not use generic sentences. Make them specific to what you do. These should be what you feel your mission is and your vision is where you see yourself in three to five years.

Where to use mission and vision statements

We recommend using the same statements on your IBO profile. These should be something you are proud enough to share on your social media also. If you don't define you, others will and chances are they aren't going to feel what you want.


What one word; best describes what you want a person visiting your website to feel? Brands even self-brands are about emotions. If you can't make people feel you are just wasting time. Once you have defined your brand with a single word stay within the parameters of that word. Too many companies mess up when they increase their markets. Keep your focus on your one word and your brand will last much longer. If you move into other areas create a new brand with the same tight focus. It is the only way, which works long term.

This is not all this company needs

When we were doing this consultation, the company didn’t want to spend our normal fees. We cut back on what they received. Normally we check the source and go into more detail on what the pages should contain. This is in both the HTML and the written words on the page. When you are building a brand every item above and more are necessary if you want your website to convert.  ©October 21, 2014 12;20 AM Dennis Thorgesen, Lisechglobal consulting, Lisech eMarketing, all rights reserved.


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