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Designing in Reverse? The Risks of Dental Website Design Before Brand Identity

November 27, 2023
  1. Setting the Visual Tone: A practice’s brand identity, epitomised by its logo, dictates its visual narrative. This narrative influences the colour scheme, typography, imagery, and overall aesthetic of the website. Establishing this identity beforehand ensures that the website resonates with the practice’s ethos, rather than appearing as an unconnected digital piece.
  2. Connecting with your Target Audience: A thoughtfully crafted brand identity and logo are often designed with a specific audience in mind. This tailored approach aids in creating a website that appeals to the intended demographic, enhancing engagement with the practice.
  3. Strategic Market Placement: The brand identity mirrors a practice’s values, mission, and unique offerings. By setting this in stone before initiating website design, practices can strategically position themselves in the market and articulate their message clearly through their website.

The Downsides of Retro-fitting a Logo and Brand Identity

  1. Issues with Cohesion and Uniformity: Introducing a new logo and brand identity after the website has been designed can lead to a lack of visual and thematic unity. The existing website may not align with the new brand guidelines, leading to inconsistency that can confuse patients and weaken brand recognition.
  2. Increased Costs and Time Constraints: Retrofitting a brand identity into an already established website can be both costly and time-intensive. It often demands extensive modifications to layout, colour schemes, and overall design, amounting to a near-complete overhaul of the website.
  3. Missed Branding Opportunities: Launching a website without a definitive brand identity forgoes early chances for branding and market establishment. Reintroducing and reestablishing the brand post-launch can be a slow and challenging process.
  4. Disruption to User Experience: Alterations to the website’s design to incorporate a new brand identity can disrupt the patient experience. Regular visitors might find these changes unsettling, potentially leading to reduced engagement and trust.
  5. Setbacks in SEO and Marketing Efforts: Significant design changes for a new brand identity can impact SEO performance, as search engines reassess the site. Moreover, marketing strategies built around the initial website design may lose their effectiveness, necessitating a comprehensive strategy revision.

Developing a brand identity and logo before embarking on a website design project is vital for achieving a cohesive, consistent, and strategically sound online presence. It ensures that all design elements align to amplify the practice’s message. Conversely, retrofitting a brand identity into an existing website can present numerous challenges, ranging from visual inconsistency and increased costs to disruptions in user experience. Therefore, it is crucial for practices to prioritise the development of a strong brand identity and logo at the beginning of their digital journey.

Dale King
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