Having a brand is extremely important to presenting your business as unique and having a key market difference.

Consumers need to identify with the brand, and empathise with its mission statement. When you have a website designed and developed to establish an online presence, part of successfully integrating it into your business is ensuring that it’s aligned to the key messages behind your brand.

If your business is a not for profit foundation that supports ill children in hospitals, then your website will need to have a design which reflects key messages like care, compassion, hope and family support.

Everything from the tone of the content to the colours and page categories of the website will determine if your target audiences can see what you see, and feel what you feel.

If the content was riddled with sophisticated business speak, how many parents or family members will bother to engage it and seek out your services for supporting ill children?

If the colours and images are not family friendly or capturing in any way, how in the world will you convince families to look at your charitable offerings as a means of help?

Brand alignment matters when it comes to having a website, because streamlining key messages with your online space will drive home the overall mission statement, and define your business or organisation as a pivotal opportunity not to be missed.

It doesn’t matter if you’re a corporate organisation or an NFP, brand alignment is essential to harnessing the true power of online marketing.