Today, I’m going to share the five crucial website branding questions you need to consider before ever touching a web page builder.
Thinking about these five simple questions will help shape the tone, the messaging, and the design. Essentially, helping build the entire feel of the site. Branding is the difference between a generic page and something that truly reflects the heart of the business. These questions uncover what those points are, and the last one in particular, I frequently refer back to when designing a site.
So let’s get right into it. Here are the 5 questions:
1. How Does the Business Work?
Now this might sound basic, but it’s not asking what the business is.
Instead of focusing on a specific business, let’s look at the broader picture. Consider the core functions and offerings. For a product-based business, this might involve ways of manufacturing, shipping, and customer support. For a service-based business, it could be how consultations, project delivery, and follow-up are handled. All of those details completely change how the site should be organized.
Now, a more specific example would be a pizza shop. If their main focus is on purchases from online ordering, then they should not emphasize booking reservations on their site.
What is highlighted on the homepage, how the navigation is structured, and what calls-to-action are used, all depend on how the business actually functions. That is why this question is so important, because depending on the answer, a completely different approach to the website will be needed.
2. Why Was the Business Started?
This is key for uncovering the story and motivation behind the brand.
And that’s what makes it powerful, because people connect with stories, with real reasons, not just product features or services. The answer here can uncover the mission, values, or personal backstory, which can all directly shape the tone of the site.
Is there a passion for solving a particular problem? Is there a break from an old tactic to do something better? The story behind the brand should be reflected in the site.
3. What Work Is the Most Enjoyable?
This website branding question is great because it often brings out real energy, since people enjoy talking about what they’re good at and like to do.
The best part, though, is that this passion often points directly to the core strengths. That means this question can really help in figuring out which service or offering deserves more attention on the site. Since this attention is unique to the business’s passions and strengths, it helps make businesses, even in similar niches, unique.
4. What Makes the Business Different From Others?
Pretty straightforward, but important since this is how you help define the site’s definite competitive edge.
Unlike before, it’s not just finding out what is done best; it’s finding out how it’s done better, or in a way that’s more personal, more efficient, more values-based, etc. This understanding helps write better copy, pick better imagery, and emphasize the right points on the site. Additionally, social proof like significant numbers or testimonials can help convince visitors of this edge since these are unique to each business.
The point of this question is to reveal what can help visitors quickly understand why this business is the right choice.
5. (Golden Question) What 5-6 Adjectives Describe the Brand/Business?
This question is one I use on every single website project.
Let’s say the answers are: modern, professional, warm, trustworthy, simple, and friendly. Now there’s a clear picture of what the brand should feel like. These words will guide font choices, color palette, layout, imagery, and even the tone of the writing. Any time something feels off or you’re uncertain if something will fit, you can go back to these adjectives and ask, “Does this match?” If not, you tweak the ideas; if so, now you are certain.
By always referring back to these words, the brand will stay consistent, even if it changes later on.
Conclusion: Now Where Do We Go from Here?
So the branding has been figured out, but how does that help build a website? Well, these branding questions are only a small part of all the information needed to build a successful site. Most of the other information comes from the customer journey mapping process. In this process, questions will again be asked, but this time they are all about the customers, and that’s what truly dictates the design of a site.
