Brand before digital.
Define your brand before your website brands your organization.
Digital is immediate.
A social presence can be set up in an instant. A website can be built in no time. This immediacy drives many organizations to launch digital properties before stopping to fully consider the brand basics that should guide their digital decisions.
Through the years I’ve spoken with countless organizations about their website redesign needs. These conversations typically start with some version of, “Our website no longer reflects who we are and what we do.”
Often those leading the website redesign have inherited a site that’s grown organically over many years and become cumbersome to both manage and navigate. Their web presence is leaving a lasting impression for all the wrong reasons. They know they need help, but they’re not completely sure where to start.
The agencies that are consulted typically start with either technology or analytics. Yet, neither answer, “Who are you?” and “What do you do?” You might need a technology upgrade, but that isn’t going to revive your brand. Analytics can provide great insights, but your top-performing content could be sending the wrong message.
“Who are you?” and “What do you do?”
So. Who are you? What do you do? These fundamental questions can reveal an organization at odds. A mission statement that no one agrees on. Initiatives that don’t add up. Audiences that have a hard time following along.
Large-scale website redesigns typically start with some time dedicated to getting to know your internal stakeholders and what they need, understanding your audience and what they think of your website, and reviewing the websites of your peers to see how they frame their work online. The findings are then generally translated into a digital strategy that sets the vision for the site redesign.
Digital strategy has its limits.
While some aspects of a digital strategy, like site goals or KPIs, are specific to the web, others like voice, tone, and guiding principles should apply to all of your communications. However, by definition, a digital strategy can only go so far. Tough questions like “Who are you?” and “What do you do?” are either left unanswered or the answers end with an online caveat. “We will be the best organization in the world, online.”
The start of a website redesign or any other large communications effort is a prime time to pause and firm up the purpose, mission, and vision for your organization. This will help to ensure that you’re consistently setting the right tone and sending the right message whether on or offline.
Did your website define your brand?
Think about it. Did you brand your website, or did your website brand your organization? Don’t rush into your next website redesign and don’t back into your brand strategy. Reach out and let’s make sure that your brand and digital are working together.