How To Build a Brand Identity For Your Language Services Website

If you want your translation services business to be the first thing that customers think about when they need translation services with your language pairs, then you should consider a tight and consistent brand identity in your industry.

Language Services Website: Business name

If your business is not a brand, it is a commodity.

Everybody knows how important it is to give a name to your business. The art of naming a business has been much discussed in different articles. The biggest challenge stands in front of us, freelancer translators – how to name a language services website. My solution for this is to use your own real name or nickname which then you will widely use in the Internet. If your name is difficult to remember or it is too long, you can abbreviate it or you can use a nickname which will identify you in the network. The next step will be to register a domain name with your business name. I have discussed that in my previous article about domain names in the translation industry.

Logo

There are different ways to create logos to build your brand identity for your translation services website. From the point of a trivial consumer, I categorize them into commercial and non-commercial. You can find a lot of freelancers who offer services to create logos. The services are pricey, especially if you are just a beginner in the business. I would strongly advise you to choose a non-commercial way to create logos. If you know how to change colors in the pictures, or change the size of an image, then you are most likely to cope with the task. There are quite a few websites where you can build logos with the help of templates, just changing or adding something. Most of them allow downloading only small sizes of logos after all editing, for additional payment you can get logos of biggest sizes. Watch a short video how to create a professional freelance translator logo on your own from a scratch.
* A small update to this video: Canva.com has also launched a new section under the name “Logo’, so you can browse and check if there are any already created logos that suit your business.

Fonts

Choosing the right font plays a crucial role to build brand identity in translation services industry. Just like with many other industries. Your translation services personality is expressed in the fonts: Font family, Header Levels (H1, H2, H3), body text. To choose the right font for your website is a real challenge. There are quite a few websites which can help you find a suitable font and pair the fonts, e.g. Typotheque. Or you can analyze successful websites from this point of view: just right-click your mouse and select element, and then you will be able to see what typography is used.
Important! When choosing the font, be mindful of file size, stay across browser updates, always test the fonts in different browsers and different screen sizes.

Colour Palette. Details, lines, borders, icons and other techniques for your language services website.

Colours of your language services website can build your translation services identity on the web. It is a well-known fact that color evokes positive associations and thus forms my initial opinion of the brand. The choice of your brand color can thus stand for: your new visitors’ enrollment and participation (by attracting their attention); your brand awareness (by sticking into memory); your brand positive or negative associations (by boosting memories of what people like/dislike). How to colorize your translation services identity and which colors to choose for your website will be discussed in my next articles.
All these items are also crucial branding elements in your language services website design. They influence how consumers view the “personality” of the brand in question just like fonts and colors. Your brand should be reflected in how you use images – with borders or without, shadows? How you separate sections – with one line or double line separator. What kind of icons you are using – one colored icon, two colored, or just many colored icons?