“We need a new website.”
This sentence is proclaimed in countless boardroom meetings every day. For many companies, it’s the verbal declaration of what everyone is already thinking; the current website misrepresents the current state of the company. Maybe it needs new copy or just some design TLC. Perhaps it lacks utility, and your online business needs have changed since its launch.
Whatever the reason, we’ve found that in most cases, this “we need a website” realization oversimplifies the situation. While the chances are good that your website needs a fresh redesign (what? No one uses Flash anymore?), it could also indicate that your company’s overall branding and marketing efforts could use some attention, too. We’re not saying your brand isn’t good; it’s just that every company needs a good ole’ recalibration every once in a while.
“We've done it. We’re done with marketing for the rest of eternity!”
**Boardroom cheers, coffee mugs catapulted into air. Important papers thrown into dumpster fire.**
There’s a reason the above fantasy is just that... a fantasy.
Efforts to promote your company are never truly over. Each marketing piece deployed is just a drop in the brand bucket. You should view your brand as a living thing that evolves over time. Making consistent investments into your marketing should be a priority to gain a return on investment and create a brand that stands the test of time.
It’s tempting to think that fixing the website will solve most of your branding challenges. After all, your website is one of the most visible representations of your brand. It’s a natural first step to scrutinize the site while looking at the entirety of your brand. But the reality is that it’s not the silver bullet to all your branding and marketing woes.
When you think about redesigning your website, we encourage you to take a step back and look at the big picture. It’s likely that you’ll find a couple of areas that could use some beefing up.
When you look holistically at your brand, think about every brand touchpoint.
These are all good aspects to consider before you dive into the creation of a new website. When you think about the brand more holistically, you won’t have to double back and spend more time and money shoring things up that should’ve been taken care of right off the bat.
So yes, you might want to throw your current website into the dumpster fire we fantasized about earlier. But take a second look at your whole brand and see if other pieces need work first. Putting your brand AHEAD of your tactics will lead to a more successful marketing strategy, which is what we’re all after, right?