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Connecting Dots: 5 Reasons Every Brand Needs a Website

One of the most common objections I receive from my clients is the necessity of a website when starting up their new brand. I always pitch a website as a core business, brand and marketing asset. Here are my 5 reasons why every new brand needs a website.


Essential Branding

The most basic function of a website is to be the host for your brand assets. Your logotype, copy, business info, media content and the way your tone is presented - all under your control.


I argue that a website is the only space where you can maximise your brand presence without any 3rd party interference. On a social media platform, your brand will be secondary to the host brand; on a business card, your brand will be secondary to your face.


There needs to be a space where your brand makes a statement that is a pure expression of its identity. Your business website is your best bet.


Increasing Business Value

In the 60s your business assets would be evaluated based on physical assets under its name. Today, this value is also determined by the value of your brand presence - both offline and online. And it shouldn't be news that in many cases, multimillion $ businesses are exclusively online, with no physical assets.


In investment pitching situations, a well-established brand presence and great online representation of your business is a great leverage point to increase the scope of investment. With great web design, you can impress even the most seasoned sharks, especially if it generates a consistent revenue stream - a sure way to increase chances of business success across the board.


Needless to say that if you decide to sell your business, the website will play a key part in negotiation, valuation and will be the centrepiece during handoff to the new owner.


Search Engine Marketing

At some point, your marketing objectives will touch on being found organically on the web. To be found, you'll need to make yourself consistently appear on search engines to relevant users. For that, we have a unique discipline in marketing - Search Engine Marketing or SEM.


SEM consists of Search Engine Optimisation (SEO) and Search Engine Advertising (SEA). SEA is your paid advertising - you pay for every click. That's why the ad platform is called Google Pay-Per-Click. On the other hand, SEO is all about organic traffic.


Your website has an SEO score, which determines your ranking for relevant industry keywords on the search engine. If you have a high score, your website will appear on the first pages and on the top of any Google search result page. If you have a low score, your website will not be visible on the first pages even if the user Googles all of the necessary keywords, even your brand name.


Among marketers, it is said that your SEO score is determined by approximately 200 unique variables, which are changing all the time. Some of the variables that remain constant are the longevity/history of your web presence and interconnectivity with the web through links and/or backlinks. These are developed over time - if your website is active for 10 years, it will rank better than an equivalent website that has been launched yesterday. That is why your brand needs a website as soon as possible.


Integrated Marcomms

The only useful thing that I remember being preached to me during my masters' studies in marketing was the principle of Integrated Marketing Communications (IMC). In a nutshell, it is the coordination of all marketing channels to send out the marketing signal all at the same time to avoid the brand message being confusing.


A simple example of how this works; let's say you have 5 main marketing channels: web, 3 social media channels and email. You would release the same content piece on all 5 channels all at the same time instead of sending out 5 unique content pieces that have a different theme at random times.


Having a website connects the dots - all of your official accounts on 3rd party platforms, PR presence, email, phone and media are connected on a single umbrella that is under your full control. Your website would serve as the primary source of any large marketing signal. This is why your short and long-term marketing is incomplete until you have a website.


Censorship Prevention

Every media platform has rules in place to protect its profits from content that is not "advertiser-friendly". This introduces a risk that any brave statement that your brand makes, no matter its ethical justification, is at risk of being censored. Censorship means shadowbanning, outright banning, reach limitations and outright content deletion.


Your website is your own platform where you make the rules. It is also a content repository, which will keep your content online even if it gets removed from 3rd party platforms.


At the same time, all of the social media platforms that we see now will eventually morph into something else or go disappear entirely. Remember MySpace? By having your own website, you are able to secure your content indefinitely avoiding interdependence with 3rd party media platforms. This is why I always recommend having a website for all brave brands and independent content creators.



let's misbehave,

harry

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