This will be simple.
If you want people to love your brand, don't give a half-assed effort into the design of it.
If you don't care, carry on as you have been.
A minor effort into a major problem is a recipe for disappointment.
You cannot expect things to change without making a change yourself. Einstein said that doing the same thing over and over again, but expecting different results is the definition of insanity.
Why the title "Cambio Falso?" I've been watching Narcos, so Spanish is on my mind. It translates to "false change." Meaning, a benign attempt that yields little progression, a band-aid to cure cancer.
The point? Dive deep. Look the ugly of your company in the face and decide to make a freaking change, a real change. One that makes you feel uncomfortable. If you fail, you're no better off than where you are now.
Identity design and website design are partnerships. It is someone coming to a designer asking them to solve a problem, create something awesome, and do so with as little bumps as possible.
Now here's the problem with that statement: you have no idea what problem to solve, what constitutes "awesome," and what could be a bump.
All of those are subjective elements. If the designer and client are not aligned on what these all mean, then the project is not gonna end well. Both sides will feel unhappy.
How do you mitigate against that?
Research. You develop styles capes.. together. You sitemap and plan out features... together. You define the goals and success of the project... together. Client and designer, you work together to sift through the nuance.