It's often said that every touch point provides you with the opportunity to build your brand. So, why is it that so many companies choose not to take full advantage of the most effective touch point out there... their website? (Or Web site depending on which style guide you prefer.) Sure, almost every company has one. Surprisingly, there are still a few companies that don't. But look around, and you'll find the majority of websites are missing the mark — lots of content, little brand.

So, how does this happen, and why does it happen so frequently? Well, generally it's because websites fall under the technological category. Building a website is considered a highly technical process, one where you need specialized expertise and an understanding of technical language to build a robust and functional site. And you do, in part. But equally important to understanding programming language is understanding the language of the brand.

So if the web is just another medium, why is it that creating a website is often approached differently than other brand communication opportunities? For instance, say you're building a retail environment; does the contractor dictate the design? Or when you're creating printed company literature, does the printer define the message? How about when you're producing a radio or TV commercial, does the audio technician or video editor hold all of the cards? Contractors, printers, audio technicians, video editors, and yes, even web programmers are important players in the process, but they're exactly that... players. To build a company's website, it takes a team of experts, those who understand the brand and its message, working in partnership with those who understand the technical aspects needed to bring the site to life. The brand must always guide the process because building the brand is the goal — a website is just one vehicle you can take to get there.

In this day and age, your website is most effective medium to tell your brand's story, communicate and promote your company, advance your organization's mission, and increase your revenue stream. Whether your website is the first touch point or the second, it's vitally important that your site communicate the value of your brand. And that goes beyond incorporating your logo, color palette, and design elements into a site with moving pictures and words.

Ask yourself, what is your brand really about and what makes it unique? What are your organization's objectives and how can your site help you realize them? How can your brand promise and mission align to become the foundation for your site?

First, think about the story you want to tell, and how it can be told in a way that communicates and connects with your target audiences. Next, determine what actions you want your audiences to take and develop the content to drive results. Once you figure out how you can translate your brand's benefits to meet your audiences' needs, you can develop a web strategy that hits the mark.

So, remember when you're building a website, you're building an environment where your brand lives, breathes, and interacts with its audiences. Every pixel, image, word, and functionality on your website — not just the "About Us" page — serves one function, to communicate, promote, and build your brand.