We’ve expanded our branding and website design page to show what we’ve been doing for clients for years because so many of our potential clients are seeking a website design but are also in need of branding work. Though branding agencies can be sought for larger-scale rebranding, our digital agency, Solid Digital, can help with a brand refresh in order to streamline your website’s design, with a variety of tools at our disposal.
Do I Need A Branding Agency or A Digital Agency?
As we saw branding and website design demand go up, we also sensed that some clients might be deciding between a branding or digital agency. So, we’ve broken down the typical pathways that can lead to either. There are varying degrees of how well-developed or documented your brand is which should define your next step. For example:
- An early-stage brand or startup likely needs a full brand foundation.
- A mid-stage brand may have a generally “understood” mission, vision, and values, but doesn’t have it outlined as a set of brand guidelines.
- Finally, a mature brand may have a set of guidelines, but it may need an update or a refresh.
When to go to a Branding Agency:
Whether a company is newly founded (like a start up), undergoing significant changes, or is having a misalignment in leadership over the direction of the brand, it’s best to sort out the Big Questions (such as, “Who are we, really?”) with the help of a creative or branding agency. When the bigger questions are sorted, the branding foundation will have been laid, and a new website design will go much more smoothly.
When to go to a Digital Agency:
When your outdated or inconsistent branding begins to negatively impact your business, it’s time for a brand refresh. If your leadership is in general agreement about the direction your brand is headed, and you’re looking to unify your messaging and visuals—especially after a brand acquisition, a digital agency like Solid Digital is able to help with branding and website design simultaneously. Additionally, if your brand includes sub-brands, a digital agency can create a strong brand architecture prior to redesigning your site. Other specific requests digital agencies like Solid Digital can help with include:
- Logo refresh or redesign
- Existing brand alignment
- Extending the brand beyond the logo
How to Enhance Brand Through Web Design
Our clients commonly wrestle with outdated branding, inconsistent branding, and branding that doesn’t sufficiently showcase their most successful products or solutions. They may say, “We need to be seen as leaders in our space.” →So we’ll bring the brand up to speed to match their industry leadership and better highlight their successes on the site. They may say, “Our brand lacks something, we’re just not sure what.” →So we’ll provide recommendations and feedback to, say, inject more personality into the brand and bring the newly updated messaging through the site’s content. They may say, “Our brand identity is minimal; we need more guidance!” →So we’ll create a photo and/or graphic strategy around subject matter, layouts, and image treatments to attract their customers to their site. By seamlessly integrating branding work into the web design process, we can help our clients refresh their visual branding, update their brand strategy, and unify their branding with clear guidelines and recommendations. All of this works together so the website (and all marketing efforts beyond it) highlights the best of what they have to offer. Getting aligned sooner prepares your brand for future growth.
The 3 Brand Elements in Our Web Design Process
Before beginning our web design process, we set the stage through careful research, various exercises, and proven strategies. Then we’re ready to create a website that’s consistent with your established brand identity—and you can build up your site and marketing while maintaining your original brand vision. Below are the three pre-website design branding pieces that we assist clients with:
1. Distinct Brand Identity
Through learning and discovery processes, we’ll audit the existing branding—what is working and what isn’t. Then, in researching competition, identifying ideal customers, and interviewing stakeholders, we’ll develop a clearer picture of what you are, who you serve, and why you do it. Each step helps us collaborate with you to position your brand purposefully, and aids you in capitalizing on your brand’s unique value and offerings with a brand identity that looks and sounds accurate. The logo and brand voice (and messaging) are huge parts of the brand identity—so we’ll ensure the logo gets refreshed as needed for usability on the new website and for future growth. We’ll also work with the client on clear messaging, including a content framework with pillars and key messaging to be used throughout the site in headlines, CTAs, and blogs.
2. Consistent Brand Guidelines
A well-defined brand is only as good as it is consistent. By maintaining cohesion across all platforms with both messaging and visuals, you can build brand recognition, boost brand trust, and develop loyalty. A set of brand guidelines is the easiest way to create clarity and maintain consistency at any and all levels. We use the brand guidelines in the website design process in 3 parts:
- Solidifying branding direction to further explore concepts during design
- Collecting all necessary collateral to further define the brand
- Putting the brand style guides into practice (not just in theory)
By developing the brand in tandem with the website design, you’ll reap the benefits of seeing the brand get tested and improved.
3. A Strategic Digital Blueprint
Once your branding is determined and your brand guidelines are developed, your website can be designed. It should serve as the foundation for all future marketing efforts. As the website is designed, we’ll consider:
- How best to target and attract your ideal audience
- The UX and customer journey on the site
- How your branding can extend into blogs, landing pages, and marketing campaigns
Connections Between Branding and Website Design
Credibility and engagement come from better branding and an easier website experience. Many clients come to us needing a new website, but often a rebrand or brand refresh must happen first. There’s no point in putting money and effort into a new site if the old logo or lackluster messaging will detract from it. An outdated or inconsistent brand limits the moves you make, but an updated, clear, and solidified brand will allow you to grow in every direction, especially through a new website design.
