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Great websites are more than design. Making it pretty is just one aspect of the process. Design is also about working out the flow of content and the journey visitors take and the overall user experience.


Someone else manages the branding and positioning so how do I manage the process?

This is the case in most organisations, it could be a person within the marketing team, the CEO, or a whole team in a different country. We know that it can be a can of worms and most definitely one you need to manage with care.

Firstly you need to be up to speed with the latest brand guidelines and thinking. Push beyond the design dictates and make sure you understand exactly where your brand is positioned in the market and why. Think about target audiences and specific messages that they need to hear. Get close to product marketing and understand at a product level all of the above.

The last thing you want to do is focus on the wrong thing or alienate a section of the business. Great websites are not about appeasing the needs or desires of every part of the business – but delivering something that is relevant to your audiences that ultimately supports their need for content and information and helps them to make an informed decision.

What do you mean by 'Positioning?"

Often customers come to us wanting a new website, but can’t articulate their positioning or a single-minded offering. Usually, it’s because it’s just got lost in translation as the company has grown. This is the point that the brand and positioning probably need a little tune-up to get clarity around what it is you do, how you do it, who you do it for and why you do it. Your positioning is the intention behind everything you do.

Branding and positioning are defined and good to go, what next?

That’s great. Clarity is essential to creating a compelling web experience, so it’s really important that you brief your web agency so they understand exactly who you are and who your customers are.

This will inform the User Experience, the overall design look and feel and the overall tone of the website and the value that it brings to the visitor.

How can we craft our website around our brand beyond imagery and text?

Your brand, mission, vision and values should influence all of your communications. You can take the essence of these and build them into the overall user experience, the call to action and the depth of content that you provide.

For example, if your brand archetype is a ‘caregiver’ then your website could support this in how the user experience plays out, and the types of call to action you use.  Perhaps less ‘call sales now’ more ‘how can we help you?’.  You might focus on making site accessibility a core factor to underpin your archetype.   All this build brand integrity and helps to anchor your brand values.

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