Organizations often focus first on its business strategy – trying to define how the company is going to fundamentally operate in order to be the most successful – and leave brand as an afterthought. But what many organizations miss is that brand is the clearest expression of business strategy. As such, they should be developed in tandem.
Changes in leadership, entry into new markets, or the development of new products and services typically take time. Therefore, an organization should have the time to focus on being proactive about how its brand should change to reflect these shifts in the organization.
Your website is your company’s number one marketing asset, and unlike you or your staff, is available for customers 24/7. Customers expect that you will have one, and many won’t even consider a business that doesn’t. What’s more, most people make a judgment on a company’s credibility based solely on their website.