By: Gordon Conner-Brand Solution #5
Website Problem or Brand Identity Problem
Website problems are mistaken for brand problems all the time. The client will usually think it isn’t clear what customers think from the website. They don’t believe the site clearly identifies the differences the company offers. And they feel a new website will solve the problem.
So, is this a website problem, or is it a brand problem? Is a new website really going to fix this? It’s time to determine just which problem we’re trying to fix.
Here are some indications that there could be a brand problem.
- Company’s visual identity needs an update
- Company’s value proposition is not coming across in the marketplace
- Company divisions market themselves differently- some of them use the parent brand identity and some don’t
- There is no clear strategy for marketing communications for company divisions and brands
This happens a lot when acquisitions are involved. The new companies are folded into the parent, but they aren’t really integrated. A clear sign is when names are different from the company brand name. They have separate websites and sales forces, and if these aren’t addressed before the website project is tackled, you’ll have continuing problems.
- The website project could get slowed or scraped due to organizational issues. This is due to the unsolved need to integrate operations.
- If this clarity isn’t solved before the project is implemented, confusion will rain when the website goes live.
So these problems need to be resolved before the website project gets underway. If not the project will not go well and will simply be papered over with a new tool. So fix the issues before you start the project, and if the problems are all brand problems, solve those first before tackling a website project.
Not sure where to start? Sounds like time for a brand audit.
About the Author
Gordon Conner is a Branding Consultant/Coach and Copywriter who helps build killer brands for small local businesses. He has been providing advertising, marketing, branding and copywriting services for 39 years and lives in Midlothian, Virginia. He can be reached at Gordon@BranWorks.com, or www.BranWorks.com.