Services
Brand & Website Assessments
Get an independent assessment of how your brand presents itself to the world and how your website communicates and engages people. This is often the first step in a redesign, and it helps you define measurable goals, audience insights, and what success looks like.
A holistic look at your brand, website, and insights for future decisions.
Every project and organization is different, and my approach changes based on your needs. Reach out and we can discuss the process in more detail.
Process & Deliverables:
- Discovery—We’ll have 2-3 initial conversations to get to know your organization, its work, impact, history, and future direction. Your team and any external stakeholders (peer institutions, partners, funders, etc.) will receive surveys to complete. We want to know what works, what doesn’t, and where you’re being held back.
- Brand Assessment (Deliverable 1)—We’ll look at all of the main elements that influence others’ perception of your organization. This includes the organization’s name, the words you use, and how you use them in your voice and tone. It includes your place in the sector and your positioning among your peers. We’ll examine your mission, vision, values, differentiators, and value propositions. We’ll look at your logo, color palette, typography, and other visual brand elements. We’ll look at the stories you tell and the narratives you’re embedded in. And, we’ll look at user behavior through heatmaps and high-value content.
- Website Assessment (Deliverable 2)—We’ll look at your website’s analytics, traffic data, and technical architecture and performance. We’ll assess its overall user experience, content, design, messaging, and its ability to engage and drive action.
- Recommendations—At the end of each document, there will be clear recommendations that will help you set goals, refresh your brand identity, tell stories, engage visitors, utilize technology, and gather data that will help you make decisions in the future.
The insights you’ll get:
- Brand perception gaps—How internal stakeholders vs. external audiences perceive your organization differently and what communication gaps exist between your team and your audiences
- Competitive positioning—Where you actually stand among peer organizations in your sector and what makes you genuinely different from similar organizations
- Message effectiveness—Whether your mission, vision, and values resonate with your audiences and how effectively your value proposition communicates your impact
- Visual and verbal identity alignment—Whether your logo, colors, and visual elements convey your intended brand personality, and if your voice and tone align with your organizational values and audience expectations
- Storytelling opportunities—Which stories and narratives are most compelling and how you might work to change unproductive narratives through your storytelling
- Brand consistency issues—Where your brand messaging is inconsistent across different platforms and how your name and tagline affect perceptions
- Website performance insights—What content drives engagement, where users drop off, whether your site architecture supports key goals, and how your website performs technically
- Stakeholder feedback—What external partners, funders, and peers see as your strengths and weaknesses
- Goal-setting direction—What’s preventing you from achieving current goals and what goals you should be pursuing moving forward
Interested in starting a project?
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