Positioning and story · Brand & website programme

A website that says what you stand for today.

In short: The Brand & website programme by STOF to Grow translates a B2B organisation's positioning and brand story into a new website. We start with the story, not the design, and build in sprints over eight to twelve weeks in total. After every sprint there's a working version, and at the end someone in-house manages the site themselves.

The Brand & website programme takes eight to twelve weeks and translates your positioning and brand story into a website. Not a prettier version of the old site, but a site that says who you're there for, which problem you solve and why customers choose you.

We build in sprints, so you see a working version after every sprint and can adjust. If your positioning is already in place, from a programme with us or your own, we build on it. If it isn't, we sharpen the story first.

When to choose the Brand & website programme

The website describes the company of a few years ago.
There's a new positioning or brand book, but the website lags behind.
Visitors don't quickly understand who you're there for, or what they can get from you.
Sales would rather not send customers to the site, because it tells a different story.
Every small change goes through an agency, so little happens.
Nobody knows what the site delivers, because nothing is measured.

Story first, then design

Many website projects start with a design and a sitemap, and the copy comes last. You end up with a prettier site and the same confusion. We turn it around: first the story, then the structure, then the design.

If your positioning is in place, we start with a short check: does the story still hold, and does the team tell it the same way? If it isn't, we make the choices first, in a first sprint or in a Positioning sprint. We don't build a website without a choice behind it.

How the programme works

Look and listen — we read the current site and the numbers, look at what customers search for, and talk to the people who tell the story every day.
Make a sharp choice — we decide what each page has to do, for whom, and what no longer needs to be there. The story sets the structure, not the other way round.
Align — we write the copy from the core message and build the site in your visual identity, in sprints. After every sprint there's a working version for you to review and adjust.
Follow through — the site goes live, we set up measurement and hand everything over, with a guide and a training session, so someone in-house manages the site themselves.

In sprints, so you always see progress

A typical structure, which we tailor to each project:

Story and structure: the core message, the pages and what each page has to do.
The foundation: the homepage and the pages about who you are and what you do.
Offer and proof: pages per service or challenge, cases and customer stories.
Findable and measurable: the site set up, technically and in content, for Google and AI search, plus analytics and forms that land in your CRM.
Launch and handover: the final check, the launch, the training and the guide.

What you'll have at the end

A live website that says what you stand for today.
Copy that comes from one core message, so the website, proposals and sales conversations tell the same story.
A site set up to be found in Google and AI search, with measurement of what it delivers.
An editorial guide and a training session, so you can change copy and pages yourselves.
A handover with access, owners and open points. The site is yours.

Who builds it

Within this programme we handle the strategy, copy, design and build ourselves. For integrations with other systems or heavier technical work, we work with a trusted technical partner. If you already work with an agency, we agree up front which parts stay with that agency. And we agree who builds, who maintains and where the site is hosted, so you never depend on one person.

What it asks of your team

One internal owner of the site, who reviews along the way and takes over management after launch. Feedback after every sprint, within the time we agree up front. And access to the domain, the current site and the analytics.

And then?

After launch you manage the site yourselves. If you'd like a sparring partner for the first few months, that's possible with ongoing support. And if you want to use the new story to actively reach the right customers, Market activation is a logical next step. Also read ‘We want a new website. But where do you start?’.

Cases

What that looked like for others

Beweeg Wijs

A strong method, but a dated brand and one story for every sector. We sharpened the positioning per sector, renewed the brand and built the website ourselves, in sprints, with measurement from day one and a team that now runs the site itself.

Antonis Wijnkoperij

A wine merchant easily gets lost in countries, grapes and labels. We made one choice: good wine starts with choosing well. The brand story and a website with Emiel's selection at its heart followed from that.

Frequently asked questions about the Brand & website programme

What does a Brand & website programme cost?

We work on a project basis, not by the hour. If STOF is a good fit for your challenge, you'll receive a proposal after the introductory call with a fixed price, a clear timeline and what you'll have at the end. Longer-term support is agreed per month, all-in.

How long does it take?

Eight to twelve weeks, in sprints. The exact length depends on the number of pages, whether the story is already in place and how quickly feedback comes in.

Can we hire you just to build a website?

Yes, if your positioning is already in place. We then start with a short check that the story still holds. If it isn't in place, we make those choices first. We don't build a website without a choice behind it, because you'd get a prettier version of the same confusion.

Do we need a new logo or brand book first?

Not always. If the visual identity still fits the story, we build with it. If it doesn't, Brand strategy & brand book can come first.

Who owns the website afterwards?

You do. Domain, site and copy are in your name, and we hand everything over with a guide and a training session. You can manage the site yourselves, without us.

Who is the programme not right for?

If you're only looking for a quick template-based site, or an agency to manage the site forever, we're not the right partner. We build from the story, and make sure you can carry on yourselves.

Is the Brand & website programme right for you?

In a free 45-minute introductory call, we look at whether the story is in place, and what your new website needs to do.

Discuss your website

Challenge