Let's start by getting a few things clear.
Your brand is the “why” you do things, the how and the what. A brand takes a long time to develop and have people believe in it. Look at Apple, or Starbucks, or even Tesla. They have all changed their industries, and they thought about what they were doing every step of the way.
This article won’t dive deeply into their brand, but rather into an extension of a brand; the website. Websites and branding are often synonymous. If you don’t know your brand, a website will do little to impact a business. However, if you have a great brand and no website, well, there is room for improvement in your marketing efforts. Overall, it is always important to think through your designs and how those designs will engage with your consumer base.