Most good marketers know that today’s consumers will buy into the brand, rather than the product. And in 2018, more than 60% of consumers purchased a product online; a number that’s expected to grow substantially in the future, according to recent statistics.
E-commerce is becoming an increasingly crowded space, and if you’re running an e-commerce business, then good branding can help you cut through the noise and ensure your business is easily distinguished from the rest. If you’re new to e-commerce, you might be wondering where on earth to get started.
The goal here is to brand your business in such a way that is unique whilst driving sales and conversions. We’ve put together some steps to follow in order to build a successful e-commerce brand.
1. Develop Your Brand Identity:
Your brand identity is all about how you present your e-commerce store to the world, and this includes branding factors such as your logo, brand colours, and the unique selling point (USP) for your brand or service. Here’s some advice on developing this part of your brand:
Logo: Coming up with a simple yet effective logo can be a trickier process than you may realize. It’s worth working with a professional freelance graphic designer to come up with a unique logo that really gets across what your brand does.
Branding guide: This will include elements such as brand colors, fonts, and the overall theme and style that will set your brand apart and make it recognizable. If you have already got a logo you are happy with then it’s a wise idea to develop the branding guide in accordance with that. You can choose to work with a designer or use one of the many online tools if you want to take the DIY route.
USP: Your unique selling point is what sets your brand apart from the crowd. What makes you different from your competition?
2. Write Your Brand Story:
Your brand story is the narrative that describes the very essence of your e-commerce business. What are your mission statement and your goals, vision, and core values? In addition to providing a more in-depth description of your brand and what you offer, your brand story allows customers to develop a deeper connection to the purpose behind your product or service.
Today, the most successful companies in the world tend to have one thing in common – they have profound stories behind them. These stories are often deeply tied to the founders and instill a larger sense of meaning and purpose into what they do. Developing your brand story means remembering and successfully articulating why you started your business, and what it means.
3. Engage With Customers:
Don’t make the mistake of thinking that branding is all about how your business is presented. Whilst your logo and branding guide is important, one of the main ways in which your business can stand apart from the rest is the way in which it engages with customers.
Social media platforms are one of the best ways to get started with this, or you can use advertisements on relevant blogs and websites to get the word out about your brand and start establishing a brand presence online. Check out a recent Amazon PPC case study to learn more about how PPC marketing can benefit your e-commerce brand.
Finally, personalizing the customer experience is one of the best things that you can do to develop a memorable brand. Bear in mind that the service customers receive when they shop at your e-commerce store will help establish your brand – 80% of customers are more likely to return to a brand that provided them with a personalized experience.
If you found these tips helpful, we’d love to hear back from you in the comments below.
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