When you start any web project, you'll get a lot of advice about what's important. People will talk about having a solid strategy, focusing on a great user experience and paying attention to your information architecture—that the key to success is a plan.
All of those people are giving you great advice. You definitely need to prioritize those things. But how do you know when your strategy is succeeding? Can you craft a great user experience if you don't know what audience you're talking to? How do you organize, prioritize and create your content if you don't know what story you're telling that audience? How do you connect with them on a gut level so they can't wait to use your product or service?
Unless you have absolute clarity of what your brand stands for, everything else is irrelevant. —Mark Baynes, Kellogg Co.
Start with Branding First
Make confident, strategic decisions about...everything
The one thing that makes you completely different than every other business in your space is your unique story. Nobody else does quite what you do, quite how you do it, for the reasons and people you do it for. It's what helps you rise above the noise in a competetive marketplace.
It's been said that your brand is just two simple things: everything you say and everything you do. Knowing your brand story allows you to make confident decisions about what to say and do in every part of your business. That means no more six month content delays because you can't figure out what to write or second-guessing your design a week from launch.
You'll know how to organize content because you'll know what's important to your customers. You'll be able to create an enjoyable user experience because you'll know who you're talking to. It will even make design decision easier: you'll be able to create a visual language that tells your story even when you're not saying a word.
Ready to stand out among your competitors and create customers who are passionate brand advocates? It's time to ask yourself one question: