How to Strategically Map Out Brand and Web Design
When it comes to Branding, Brand Photography, Website Copy and Web Design, have you ever wondered what order it should be done in and why you should care about each of those elements?
In this article you will learn about the importance each piece plays into your brand and website. Not one piece alone will bring all the clients your way. They all work strategically together. That’s why I recommend hiring professionals to help you with each piece, whether it’s teaching you how to DIY, doing it with you, or doing it for you.
Here is my list in order, if how you should tackle a new Brand or Web Design project (whether outsourcing or DIY):
1) Hire a Business Coach
First I recommend Business Coaching. If you’re building a house, you wouldn’t start framing and decorating the walls before you build the foundation, so why would you start advertising your business when you haven’t set up your business foundations? Many times my clients come to me and I ask them very specific business questions as part of the brand and web design strategy, but many times they cannot answer the questions. Why? Because they haven’t really figured out their business yet. Sometimes we can work through the questions together but many times I will refer them to a Business Coach before working with me, in fact I’ve now made it part of my process.
A Business Coach can help you strategically map out your offer suite for scaling, help you perfect your messaging, work on positioning and much more. Depending on who you hire, you can work on many areas of your business but, first and foremost, nailing your offer suite and perfecting your messaging is critical to success. We can design a beautiful brand and website, but if your offers are not set up in a way that your ideal prospects need, or they are not communicated effectively, then they most likely won’t convert to clients.
2) Brand Strategy
Next we work on Brand Strategy. Brand Strategy is basically the foundation upon which you will build the other pieces like Brand Photography, Website Copy, and Web Design. For this very reason, Brand Strategy should be completed next.. You have to get a clear understanding of everything you want your brand to encompass before you create the other pieces.
Brand Strategy includes market research, competitive analysis, ideal customer analysis, customer pain points and the creative solutions you offer, how you want your customers to feel, …. etc.
3) Brand Identity
After Brand Strategy comes Brand Identity; which includes the visual aspect of your brand. It’s how we bring your brand strategy to life, creating trust and brand recognition through high quality, effective brand assets. These include things like a brand color palette using Color Psychology, intentional typography selection, a full logo suite for variety and cohesiveness, brand guidelines, a brand roadmap and much more.
4) Website Copy
Website Copy starts after the Brand Strategy and can be drafted while designing the Brand Identity.
Website Copy (the words written for a website) has a huge impact on the structure and feel of a website. Website copy influences page layout, creates the brand voice, and has the ability to either close the sale (or if not done properly, can confuse the buyer). By hiring a professional Copywriter you can ensure that the words written for your website are written with intention, and in your brand voice, and with sales psychology in mind.
5) Brand Photography
Brand Photography can be completed after Brand Strategy, but before Web Design. The Brand Strategy session will dictate the Creative Direction of the Brand Photo shoot.
Brand Photography is HUGE when it comes to the look, feel, and vibe of your brand image. High Quality photos are a must! You also want to make sure you communicate your vision to your photographer. My clients receive Creative Direction for their brand photo shoot to make sure the shoot is in line with their brand.
Photos should be curated based on Brand Strategy. Photos should add to the visual goal of the website (not take away from it). A designer’s work will be much harder when they are using photos that are not congruent with the brand or the site, not to mention you risk the results of your website if they are not in line with your brand.
6) Web Design
Web Design should come last after all of the previously mentioned pieces are mapped out and complete. We need the business foundations set, the copy to be written, and the photos completed. You want professional content so that your website stands out, in a good way! You want to put your best foot forward because your website is your online billboard. The websites I design are not just designed to look pretty, they are designed to help convert your prospects into clients.
Here are some tips for prepping for your website content:
Book your appointment with a Business Coach, if you do not already have one.
Hire a professional Copywriter (the person who writes the content for your site). I highly recommend Lauren with Rose Copy Co.
I hope this article has been helpful for you. If you have any questions or thoughts, be sure to leave them in the comments below! I’d love to hear from you! Share about your experiences with those suggestions, in the comments below.
