Why is my business not growing? I bet it's my website. If only it looked like company X's site, I'm sure I could get more sales.
Sound familiar? Businesses often think that just a few changes to their website will be the elixir to their bottom line troubles. Websites are commonly seen as a business' most powerful marketing and sales tools. But is it?
Do you need to update your website or your brand?
In today's world, a fast-loading, objective-focused website is a MUST. Full stop.
However, a business' brand is the real cornerstone of everything an organization does and says. If your business isn't representing itself well through consistent branding, all of your marketing efforts - including your website - will feel a bit off. Your brand is what people see, and if that's a piecemeal website, that's what they'll think of your business or service.
Your website may be the first introduction that a consumer has to your business, but it's not the first thing you should focus on to get your brand ready. So, before you go and blame your flat business results on your website, we urge you to first take a hard look at what your brand says to someone who doesn't know you. A low performing website could actually be just the tip of a much larger brand problem.
Don't fret, though. A business' brands can be fixed. Brands can be redesigned, relaunched, and reestablished. That said, here's a checklist to help you analyze your brand effectiveness.
Brand Check-In
For those who want to do a check-in on their business' brand (and that should be all of us), here are several starter questions to ask yourself:
- Is your business' mission thoughtfully incorporated within your overall strategy? Does it come through in what your company does on a day-to-day basis?
- Is your 'Why Us' actually unique? Do you truly stand apart from your competitors? "We have the best service is NOT what sets you apart. Why do you have the best service? Why do your employees love their job?
- Does your business have a cohesive way of explaining what it does? Is that story clear? Is everyone in your organization sharing the same narrative? (We're hitting you with a triple whammy on this one)
- Do your products or services - and the way you talk about them - connect with your customers' needs/stage of life/goals/fear/etc.?
- Does your business deliver on a clear and compelling brand promise?
- Is your business' visual branding and messaging consistent throughout your customer touchpoint?
Alright, you made it through! How was your brand check-in? If you answered no to any of these questions, your brand likely needs a little love.
If you hit a sticking point as you're thinking through how to make improvements, or have no idea how to even start rethinking about your brand, drop us a line. Developing and redesigning brands happen to be something we're pretty great at. Rebranding doesn't have a one-size-fits-all answer, so we'll be here with you every step of the way.
