In a brand design agency, the branding and web development team typically work closely together from the get-go. Both departments support each other in a way that helps companies build and publish better websites or applications. And that working relationship begins during research and ideation – where the web development team focuses on UX while branding determines how to best market and present the product.
You see, companies need more than a logo, messaging, and strategy to operate in the real world. A well-thought-out web design that’s consistent with branding across the entire organization is required. That’s because consumers typically experience brands online first before initiating contact. Therefore, your website is a strategic communications asset.
Your branding and web development team must work together to translate strategic thoughts and ideas into outstanding user experiences.
Branding vs. Web Development
“We provide comprehensive brand strategy and creative execution that prioritizes the sales process, giving our clients and their sales teams the tools they need to attract their ideal customer over and over” – GreyBox Creative, a brand design agency.
Branding isn’t foolish consistency – it’s creative and evolves. Your company’s branding is crucial to its success. It captures the spirit and purpose of the organization, which helps establish business direction.
Intangible elements such as brand personality, tone of voice, visual identity, and values are how branding communicates with consumers. However, creative execution is also part of what branding teams do. These people can design physical and digital marketing materials.
On the other hand, web development plays a critical role in website functionality, aesthetics, user experience, and ultimately product success. Web development teams are problem solvers that can move quickly to address practically any situation.
These experts listen to end-users and learn from experiences to create more memorable ones. For instance, developers can remove entry barriers by introducing single sign-on or adding interactive onboarding guides to aid new users.
Working Together as a Team
Ideally, branding and web development teams work together from conceptualization to execution and beyond. Both teams should be involved in all meetings concerning branding and design. That way, there’s harmony between the two departments, which also prevents tension.
Both departments also share similarities in how they operate. Branding teams generally work with financial, time-related, or other constraints, so decisions are based on research. Web development teams base decisions on research too, but these people work in more looser environments. And vision is typically the main driving force behind everything.
The branding team must relay information to the web development squad and vice versa. Together, both groups work to meet audience needs.
Creating a Balance
A good brand design agency brings the web development and branding teams together, ensuring both attend all project meetings. That way, each department has a better understanding of project needs and can feed off each other.
Another way to view the collaboration between the two teams is that branding informs the design tone and content. Then the web development team takes the information to create deliverables that meet specifications or criteria.
Lastly, keep in mind that people experience a website or application similarly to how a physical product is experienced. That makes it even more vital that your website or app and branding have a balance, allowing the business to communicate with consumers as intended.