Your site design must not only represent your brand, but lead your visitors to where you want them to go and what you want them to do. This is not guesswork.
You've invested in your brand. How your visitors interact with your site design impacts how they will feel about your brand. The design look and feel must flow in "the spirit" of your brand, at the same time it must adhere to usage principles or structure, simplicity, and visibility.
Most of all it must feel easy to the user.
