Better Together: How creating a website and a brand at the same time can transform B2B sales
Andy Woods, co-founder and director at Rouge, discusses the difference between branding and web design, and how his agency’s unique process allows them to create better websites as a result.
The most effective brands don't just look great – they work hard, and nowhere is this more evident than on a successful business website. If you want a brand that truly delivers for your business, it must live and breathe as part of your website. A simple principle, but not so easy to put into action.
Branding and web design are often treated as the same thing, but the applied skills and creative techniques differ significantly. Yes, they're part of a broader brand design system. But just as bread and cheese make a great sandwich, you wouldn't expect your baker to have made and aged your Stilton.
I regularly see CVs from designers claiming to be amazing at branding and web design. And, to a degree, they can do it – but not at the expert level clients need when investing in business-critical materials. A 'Jack of all' approach. When clients invest in business-critical marketing materials, they will not want Average Jack or Adequate Jill to have a pop at creating a positioning statement while optimising a website user journey. The design skills are not interchangeable, and each needs an expert to deliver maximum effect.
Similarly, developers bring unique skills. It isn't easy to build and harmonise a team of outgoing creatives with introverted developers. In our early days, a designer proposed a bold visual concept for a brand. Our lead developer responded, “We can't build that.” One half wanted blue skies and energetic conversation. The other half wanted a dark room and the gentle hum of processor cooling fans.
This contrast forced us to rethink our process and foster collaboration across the team. We started running workshops where brand and web designers worked together from day one. Today, this approach allows us to craft better brands and websites as a collective project.
The obvious advantage is economic: one agency, one project, compound results. But the benefits go deeper, touching on the most critical factor: people. A business' sales performance relies on connecting with people; the best interface is a website. A brand that flows seamlessly into a website creates a stronger first impression with its audience.
For many businesses, especially in B2B, the website is the first interaction with prospects. Sometimes, it's the only touchpoint before a meaningful engagement. A strong brand sets the tone, but the website delivers the experience – and it does so 24/7.
Therefore, for a business to excel, branding and website design must work harmoniously. Consistency across touchpoints builds trust, which is vital in sectors like legal, finance or consultancy. As Jeff Bezos purportedly said, "Your brand is what other people say about you when you're not in the room." A better website, created alongside a better brand, strengthens this residual image – your audience's enduring perception of who you are and how you can solve their challenges.
Building an agency to deliver this wasn't easy, but seeing the results for our clients has made every challenge worthwhile. For one client, their website became a business tool far beyond expectations: a platform where leads were captured, services showcased and their brand reinforced at every step.
As the digital landscape continues to evolve, the brands that succeed will be those built to work, not just to look good.
