What comes first, branding or your website?
Often people come to me because they need a website. They want a web presence and think that their branding can be added later.
I get it – a website may seem a more tangible option and you feel it’s necessary to show you’re a serious business. However, without getting clarity on your brand first you could be missing a trick.
Can I build a website without a brand identity?
Building a website without branding – of course it can be done, but should it?
You can pick a nice font for your website and some colours and make it look stylish. However, without going through the branding process they won’t be selected with intention, moreover it will simply be to your, or the web creator’s, taste. Intentional decisions create your brand and show the values and personality of your business to your clients or customers, showing them consideration.
What is the discovery phase of a branding project?
By doing the brand work first you will go through a discovery stage where we deep dive into:
• your business’s mission, values, what makes it unique.
• your client base, who they are and where they find you.
• your business goals and messaging, what you need to say and how to say it.
Following this phase, the designer would begin work on the design of the branding – visualising the identity of your business. From a logo through to designs for all your client touchpoints, for example social media graphics and your website.
Tone of voice in branding
It is also important to get a grasp on the tone of voice for your business. Whether it be a more fun, chatty style, or more formal and reserved, will depend on your business area. A fun, jokey tone may work well for the likes of Aldi or Innocent, but the same style would not work for the branding of a solicitors or a hospice. A more serious tone is needed when dealing with sensitive subject areas, so as not to damage trust or credibility.
A branded website, what else do I need to think about?
Now armed with some brand clarity and a visual identity (which may well include website visuals), you are in a great place to start work on your website design.
You can concentrate on the user journeys and functionality, as decisions about the aesthetic have already been determined.
Things to consider for an effective website:
1. Identify your customer profiles.
2. Map your customers’ journeys to you.
3. Consider where your web traffic will come from – links from social media, search engines, paid adverts, for example.
4. Think about your calls to action – what do you want your customer to do?
The power of brand consistency
“There will be 5-7 brand interactions before a consumer remembers a brand”
[source: pammarketingnut.com].
By concentrating first on a wider view of your business’s brand identity, you give your business the power of consistency. Your business will be identifiable across all touchpoints - building recognition and trust which is so valuable.
So, whilst having a website is important to you, I hope I’ve helped you see that it is one of a number of customer touchpoints. Brand is a powerful tool to bring them all together.
For an informal chat about your business’s branding needs or website design, book a FREE 30 minute discovery call today.