“Design in the absence of content is not design, it’s decoration.” – Jeffrey Zeldman

Believe it or not, the most ideal time to develop your brand messaging is before you start designing (or redesigning) your website. It can be tempting to jump right into the colors, pictures and functions of the website, especially with almost 1 million new users plugging into the internet each day. But without a clear and concise brand strategy, it is difficult to guarantee that the finished product will successfully meet your business needs and effectively speak to your consumer. Creating your brand messaging in the beginning helps ensure your website, and any other marketing materials created for your brand, will truly resonate and connect with your intended audience.

Think about it this way – your website will be used to communicate a very specific message to your customers. So, what will that message be? If you’re puzzled, hesitant or just need a little direction, keep reading to find out why it’s so critical to develop your brand messaging before your website and how to get started creating the perfect message for your business.

The importance of developing your brand message first

Your brand is the core of your business. Your message defines who you are, what you do and the values behind your brand. A successful brand message will not only distinguish your business from competitors, but also create a lasting impression in consumers’ minds.

Additionally, a strong brand message gives purpose to everything you create, from taglines in brochures to messaging and architecture and imagery of your website. Knowing your ideal client and who the site is intended for will help your designer have a better understanding of how the site should be crafted. Content strategy, navigation and even graphic design elements depend greatly on your brand messaging. For a user, navigating a website that doesn’t have a defined message is a bit like walking through dark woods with just a low-powered flashlight. You might arrive at your destination eventually, but it won’t be the most pleasant journey, and certainly not one you’d want to repeat.

See how these brands get their message across: