Your e-commerce brand is how people perceive and talk about your business. Strong branding means customers pick you over the competition, giving you a competitive advantage. Find out how you can attain sustainable growth by creating an unmistakable and unique personality for your business, leaving lasting impressions!
Starting an eCommerce business today is easier than ever before. All the tools and technology needed to get started are cheaper, conveniently available, and require minimal effort to master. This ease has also created a sea of new companies online. How do you compete with this explosion if you recently started or planned to start your eCommerce business? The answer lies in setting up a distinguished brand.
In today's competitive e-com market, you don't just need to create a business or product; you also need to build a brand. Building a brand means driving a recognizable name for your product segment in the market.
Imagine an aerated drink; you probably first thought of Coke or Pepsi. You have to build a powerful brand around your product, placing it at the top of your mind. The product is a commodity, while the branding helps identify it with the right audience.
Without accurate branding, your product will remain one of many in its market. eCommerce branding helps you set yourself apart and create a distinct impression for your brand. Here are some apparent advantages of the right branding:
Here are ten branding strategies to consider when creating a stand-out eCommerce brand.
1. Outline Your Brand's Uniqueness
If you wish to set yourself apart from the competitors, the first thing you must determine is the factors that help you stand out. This process enables you to place your e-commerce branding strategy at an advantage over the entire market. What do your product and business possess that no one else can provide?
These distinctions occur with prices, product specifications, shipping and delivery provisions, and much more. When thinking about price, this doesn't merely mean you have to go cheaper; some brands also operate in the premium market. The decision about keeping your prices reasonable lies in your hands.
Another way to entice users is by providing them with a benefit on shipping and return. Using offers and discounts to grab users' attention is another approach. Something as simple and easy as a seamless website experience or booking process can also make your eCommerce company the go-to choice.
Some companies create a stand-out product with an emphasis on eCommerce branding. How your products look, what special package they arrive in etc., can make quite an impression. For example, many coffee brands sell dark roasted coffee; however, some packets come with a freshness lock, fun images, and more.
Many users stick to a brand purely for the user experience they can create. This criterion brings us to the next factor.
2. Understand Your End-User
You can't create unique branding strategies without knowing your target audience. These are a pool of users who become the ideal match for your product in the market. Your eCommerce branding remains purely based on these factors.
To state an example, you can't create a peppy and fun brand if your end users are an elite and sophisticated audience, which is an unsuitable market placement for your product. Remember: your branding is not for the company's satisfaction; it's aimed at the users.
Keep in mind the factors that attract your niche. All the possibilities like sustainability, durability, design aesthetic, etc., come into play here.
3. Are You Branding Right?
While you might have some preconceived notions about your ideal brand name and logo, here are some underlying pointers to consider.
Firstly, is your brand name simple and easy to understand? A name, so complex that no one can Google you is a curse. Keep it short, simple, and relevant. The name or logo of your brand should spark an idea about the product.
Your logo must remain minimal and self-explanatory. Use colors and moods that match your product's voice and the audience's mindset. Seek the help of a professional; a logo is meant to create a memory about your brand in the user's mind.
4. Brand Slogans Set You Apart
No e-commerce branding strategy is complete without a perfect slogan, also called a tagline. The moment you hear "Open Happiness" or "Because You're Worth It," we know the brands are Coke and L'Oreal, respectively—this is the impression you must create.
While there aren't a lot of applications for slogans in many industries, having one that matches your brand helps. It also creates an emotional connection to the end-user and provides a one-line summary of your brand's vision.
Today's eCommerce brands also use this to highlight their uniqueness, themes, or concepts—further setting the brand apart from the pack.
5. Focus on Visual Consistency
Have you noticed that certain brands have the same tone or visual aesthetic for all their content, posters, ads, and packaging? This consistency is very critical in eCommerce branding. The colors, fonts, designs, language, etc., of all your content, should look like it's a part of the same brand.
This uniformity makes it easier for users to connect with your brand and absorb its content. This branding is decided at the time of creating your logo. A "brand book," as it's called, works as a visual guide to ensure consistency to help you build a brand.
6. Share Company Stories
Your company story is as helpful to your e-commerce branding strategy as any other design you create. These anecdotes from the brand help users connect to the company on a human level.
Genuine and insightful stories about your brand's origin, the process of product building, the people behind the scene, etc., are all essential. They also provide context and authenticity to your products.
For example, if your brand sells organic honey, without sharing the story of the honey-catcher or the bee-keepers, there's no proof your brand is genuine. Stories are an excellent driving force to build direct connections with the end-users.
7. Do Things Differently on Social Media
You can't remain bland if you wish to build a brand using social media for your eCommerce company. Creating that edge on social media requires you to become a content creator and not just a curator of posts.
A generation of low-attention span users dominates social media nowadays. There's ample content online, and poorly produced posts are easy to ignore. The content on your page must remain on par with the rest of the trend-setters in the market.
Use all forms of social media like images, videos, and long-form content. Use social media ads to find new users. Invest time into staying relevant and ahead of the trends. Social media also demands constant engagement, which leads us to the next factor.
8. Keep All Your Communication Authentic
If you want users to trust you, you must also create a trustworthy impression. Ditch the use of automated replies and templated interactions with customers. Involve someone from your social media team to handle the responses to comments and interactions with other posts to make them more genuine.
Fuel this endeavor honestly; don't lie to your users on any front. One of the most common roadblocks for an eCommerce brand is delayed delivery. Many brands resort to business-like replies rather than helping the customer. This practice will further encourage users not to revisit your brand.
9. Apply Interest-Based Marketing
Refine your e-commerce branding strategy with interest-based marketing. This is a marketing approach where the messaging, placement, and communication depend on the users' interests and behavior.
You might have noticed you often see an ad for a product merely because you visited a website. Done poorly, and it annoys the user; it can generate incredible conversion for your brand when done right, though.
This approach is also helpful with email marketing, abandoned carts, offline events and promotions, and much more. Tailoring your brand approach will always bear fruits in the long run.
10. Tweak as You Go
Note that no branding strategies are meant to work forever. They each have a shelf-life and need to change with time constantly. Your approach to e-commerce branding must also remain flexible and consistent.
Experts recommend holding on to a few strategies that never go out of style while constantly evolving 60% of your content. This helps capture a new audience, build a modern brand, and remain relevant.
Change is not a bad thing. Your e-commerce branding is not set in stone, and you can change and adapt to the times. Shoppers will happily embrace a step in the right direction. Just ensure you do it in your brands' best interest and always keep the user in mind.