So you want to redesign your website (or create one for the very first time). 

Maybe you DIYed it the first time and you’re ready for a more professional look. Or maybe your business has evolved, and it’s time to update copy and functionality…  and you figure you might as well update your look at the same time. 

People come to me with no idea how to start…

… or worse with a long list of all the wrong ideas.

They have a sense of colors they like or a particular font they want to use. They think they want something “feminine” or “bold” or “simple.” But when I start asking about their clients and values and business goals, they start looking at me like I have two heads—even though that’s actually the most important place to start when it comes to branding. 

Because let’s be clear: When you redesign your website, you are going to be making decisions about your brand…

And that means both your vision and values and your visual brand.

Your visual brand (colors, fonts, logo, style—what lots of people think of when you say brand) is just one piece of the branding puzzle. Your real brand is based on your core values and who you serve, and your long-term vision for your business. 

This means that before you redo that website, and choose new fonts and colours to put out there, you need to know two things: Your core values and who your ideal client is. 

Know Your Core Values Before You Redesign Your Website

Whether you are just starting out or making a change in your business, you need to define your core values. Your core values affect every decision you make in your business — and they help your ideal clients (more on that in just a minute) connect with you. To really hone in on your core values, there are a couple of questions to ask yourself.

1. What do you actually do?

Go beyond your title here. What do you actually do for your clients? I just call myself a branding strategist and graphic designer, but what I actually do is help online entrepreneurs like you get your products and services wrapped up in the gorgeous online packaging they deserve, so you can stick to the things you love to do AND make money.

2. What drives what you do?

This could be the “big why” behind what you do. It could also be the bigger picture goals for your business. Are you about providing a luxury experience? Keeping things fun? Building community? Being sustainable?

3. What do you bring to this work that sets you apart from everyone else offering the same product or service?

You might have heard this called your special sauce or unique selling proposition. What makes you different? What makes you the right choice for your ideal customer? Penzey’s spices provide quality spices, but they also value heart and compassion. They say, “We work to make every gift from Penzeys an invitation to a life made richer through connecting to family, friends, community and the larger world around us.” That shows up in their logo, their stories, their social … yup, their whole brand. 

The answers to these three questions help you define your core values, which in turn you’ll use to build your brand.

Can you state three core values for your business? If you can’t, figure those out now. Then, check back in with them every time you make a decision in your business—including decisions about your visual brand, client interactions, and business strategy. 

Know Your Ideal Customer Before You Make Changes to Your Website

Who do you serve?  Some branding experts recommend a customer profile, some an ideal client avatar, and some recommend you approach this question from the perspective of where you were yourself a year ago or five years ago. (That’s assuming that you were once your ideal client.) 

You’ll find all kinds of advice about how to come up with a profile or avatar. Give them a name. Describe their look and what they like to drink.… It’s not actually all that important how you come up with your ideal client…  but you do need to have one—and you need to understand what they need. 

Fortunately, social media gives us tons of places to connect with our ideal clients and reach out to them directly. (You can even do a little spying to see what your ideal clients are talking about their business before you reach out.)

Make it your goal when you are rebranding your business (or just starting out) to talk to as many real people as possible, and find out what they are struggling with – no pitch, no hidden agenda just connect with your audience. You’re looking for two things: what they really need from you AND the language that they use. 

When you are making decisions about your business, ask if it serves and resonates with your ideal client. 

Set Up Your Brand Guidelines Before you Update your Website

Now that you know your values and you’re really clear on your ideal client and what they need and expect … you’re finally ready to get into the fun part … the part you probably thought was just going to be about choosing your favourite colours.. 

Nope.

Now that you’ve got your core values and your ideal client in mind, you’re going to need to start thinking about things like:

• the vibe and mood of your brand and how it connects with your ideal client
• a colour palette and font combo that communicates your values
• criteria for choosing images and other supporting content
• how to decide whether your buttons should have rounded corners or square

Your brand guidelines will also help you make decisions about how to create content that is relevant to your clients and about the language you use in all of your marketing — not just on your website. 

You may already have a sense of what some of this looks like — or (like most people) you may need a little help, whether from an online course or 1-1 work with a designer. Whichever way you go, spending the time on your overall brand clarity first will lead to a website redesign that’s truly focused on who you are, what you do, and who you serve, so you can make sure you’re sending the right message to the right people to grow your business in the right direction.

Whether you want to DIY your branding or get support throughout the branding process…

I can help! 

Get clear on what YOUR next steps should be by signing up for a $97 Brand Strategy Blueprint!

With a Brand Strategy Blueprint, we use our experience and expertise in design, marketing strategy, and customer experience to develop custom Profit-Focused Recommendations, tailored just for your brand. Let us help you maximize conversions and give you the biggest bang for your buck. Click here to find out more and sign up!