Is it a Website Problem or a Brand Problem?
Website Problem vs. Brand Problem
TL; DR: Your website problem might actually be a branding problem
We have a very in-depth process for clients looking for a new website experience. And it might feel like an interrogation because, well … it kind of is.
Here’s how it usually goes: We start by asking a series of fundamental questions, such as:
What do you want to say about yourselves?
Who are you communicating to?
Tell us more about them: What do they like? Where do they shop? What is important to them?
Do you like tacos? (we don’t actually ask this … we know that everybody loves tacos).
“If you’ve ignored your brand, you’re going to have the same problems six months from now, just in different colors.”
A lot of times, this interrogation reasonable line of questioning leads to a deer-in-headlights look, followed by a few moments of awkward silence. This is when we know we are looking at a brand problem, not a website problem.
That’s because it is critical to get your brand in order before you do anything else. It’s the foundation for literally every piece of your marketing and communication efforts. And if you’re thinking your brand is just about your logo, fonts, and colors, that’s like saying Thanksgiving is just about the turkey (when everybody knows it’s all about the drama togetherness).
A makeover won’t fix it
Your brand is everything tangible and intangible about your business. It’s the way you operate. The way you word things. The materials you use. The values you uphold. And on and on. When you pull these pieces together, it creates an aura around your business that shapes how your customers perceive and feel about you.
So yeah, you can go ahead and redesign your website with a new layout and maybe some new colors, but if you don’t truly understand your brand, you’re still going to have the same problems six months from now … just in different colors.
Want an example? Say no more…
Years ago, the City of Spartanburg came to us asking for a new website. And sure, we could’ve mocked up something fancy that would’ve checked all the boxes, but that’s not our style. So when we asked that fundamental question of what do you want to say about yourselves, there was a collective “Uhhhhhh…” (along with some cricket noises). That was the moment this website project became a branding project.
“Strong, clearly defined brands create stronger attachments to their audience.”
We tabled the website project and expanded our Discovery process to help them determine who the City of Spartanburg really is. One of the things we uncovered was just how much they were actually doing – from beautification projects to new services to economic investments and downtown revitalization efforts – most of which citizens didn’t even realize were City-led efforts. This fueled our new brand strategy for them: always doing.
The premise was simple: stop comparing and start celebrating. In other words, stop worrying about what similar cities are doing and start shouting from the rooftops what you’ve been up to. And do it in a way that’s fun and engaging.
Once we nailed that down, it gave them permission to embrace their true tone of voice – quirky, fun, and citizen-focused (and maybe a lil’ sassy). This new brand strategy yielded a new logo, an entirely new narrative, and a messaging strategy that was woven into their website, making it impactful for their audience while being true to themselves.
What makes a good brand?
Good brands are strong and clearly defined. And strong, clearly defined brands create stronger attachments to their audience. Which leads to better growth. There’s a reason companies that invest in their brand show a larger increase in growth compared to those who have not. (Seriously … McKinsey Global Research confirmed it.)
Just remember: your competition can replicate everything you do, except for your brand. So why are you ignoring it?
