I’m 51 years old. I don’t know how old that is in dog years, but I do know that I’m not too old to learn. This was reinforced for me during the past six months as I worked with a brilliant team of branding professionals to put together a new website.

Now, right up front, I need to be honest: my old website stunk. There’s no way to sugarcoat it. It was boring. And because I hadn’t updated it since 2008, it was really outdated too. Ever heard about the cobbler’s kids needing new shoes?

The first thing I learned was that as much as branding is about what you know and what you do (and what you’ve done in the past, of course), it’s just as important to build your brand around who you are. What’s important to you (or your organization)? What do you stand for? Why do you do what you do?

Are you trying to revolutionize the ways parkers work with technology? Are you trying to rewrite the rules for how parking facilities are designed? Are you trying to make communities more sustainable through parking planning? These are your stories. Tell them. In a crowded marketplace filled with excellent engineers or planners or technology providers or parking operators, often, it’s who you are that makes you stand out.

The design process taught me something else: it’s not just about getting new customers; it’s about getting the right customers. Letting your personality and values shine throughout your marketing will help you attract customers and partners with whom you want to work.

Redesigning my website was an illuminating experience. It showed me that I may be an old dog, but I can still learn a few tricks.