A company exists because of its customers. You’re product or service is what your customer is after. Building a website is only a platform where your customers can consume your product or service. So the user experience on a website is of the utmost importance when building a website. That’s why we put the user experience first above all others.
The Brand of the company is its identity. Customers should easily recognize your website. Think of it as a group of people. There are only a handful of people that always stand out and you always will remember and which ones do you forget. The ones standing out to have a certain look, the way they talk and behave. Same for your website, you should have a certain character to be recognizable.
And to put it all together, after having the layout and a good design, building the website properly comes into play. Think of it as your car. Just the layout and the design is not what your customer will experience. It’s the actual driving of the car, sitting in the chair, the feeling of the steering wheel, pressing the gas. The experience of the car itself is what completes the product. Same for your website.