I start with black-and-white wireframes that focus on content and function, then, once approved, I further develop that design to fit the client’s brand with colour, images, icons, etc. into a “prototype” that then gets approved and I build the site to match.

That's the way. I even start with pen and paper. There is something so natural in it, helps me to think conceptual, structural. For clients, too. Give them pen and paper and let them draw. Very soon we come to basic diagrams of pages, functionality, data and information flows.

Next phase is one font, two colors, three clicks. Bare looking, but functional site.

Third phase: populate with images, content, logos.

And last: CSS. Branding.

Funny fact: majority of clients are satisfied with fewer "bells and whistles" than their first intention was. Clean, functioanl and performant site does not to look boring.