Define a strong message
Before anything else, it’s important to get your message right. By defining your brand effectively this will provide you with a strong foundation on which to base all of your communications. To help you to define your brand effectively, we suggest that you answer the following questions, in this order:
1) Why are you doing what you’re doing?
2) What are you doing?
The order is important here – Too many websites make the mistake of focussing on communicating what a company does rather than why they do it. This simply doesn’t engage people as effectively. If you can tell your story of why you’re passionate about your field then people can connect with it and it will become more meaningful.
It is part of the role of a designer to help you to define this message and it will subsequently become the foundation for how you communicate your company or campaign.