If you are new to branding it`s best to start by considering its definition. Logos are usually the first image that spring to mind. However, branding is much more than just a catchy logo.
Branding is a perception created by experience and association. It represents your entire business, from factual (the catchy logo) to emotional (what consumers feel when they see it).
By developing your brand identity that sends a clear, unique message to your target audience as to why you are different, and why they should choose your product, you will build a long term and sustainable e-commerce business. While your e-commerce marketing strategy will help gain customers, you will find it hard to convert those customers without first nailing your branding.
- Brand Story
- Brand Identity
- Define and Focus
- Connecting with content
- Continued Growth
1. Know Your Brands Story
The well-known saying, “People don`t buy products they buy brands” is worth noting this when you first consider branding your e-commerce business, and your first step is knowing what your brand’s story is. You can get a clearer idea of this by asking yourself the following three questions.
- What am I doing?
- Why am I doing it?
- How am I going to do it?
Now you probably already know your brand’s story and have run it over in your mind a thousand times. But, now you have to tell it to the world, in a way that not only helps the consumer understand it but also makes them buy into it.
Telling your story helps you connect with your customers, it tells them your purpose, why you`re offering your product or service, why you exist and what problems you can solve for them. By informing customers of your vision and core values, (your story), you also show your personality.
People connect with people, not faceless organizations, and by connecting on a personal level, customers are more inclined to trust your brand and buy your products. A brand without a personality is just another brand, so let the people know your story from the very beginning.
2. Find and Develop Your Brand Identity
Your brand identity is what the world sees when they look at your e-commerce business, and it should be a representation of your story. Its purpose is to instantly engage with your target audience, grab their attention and connect with their emotions, and it has to be present throughout your e-commerce business on every level, from your logo, color pallet, typography, and packaging, (think of Apple)!
A useful way of approaching this step is by researching what your archetype is best suited to your brand. Consumers connect and relate to different archetypes in different ways. Its purpose is to create emotional connections between the consumer and the brand, which in turn can lead to customer loyalty. A common approach is to choose two out of the twelve available that represent your brand and then embody them into your identity.
3. Know Your Market Audience and Focus Exclusively on Them
An easy way to blow your marketing budget while leaving your brand in the e-commerce outback is by running campaigns that aren`t specifically directed to your target audience, this can be avoided by defining your market place and focusing your efforts exclusively on your target audience.
The good news is, because of the range of marketing options now available to e-commerce businesses, via platforms like Google, Facebook, Instagram, Twitter, etc, it has never been easier to source and connect with your desired community.
Once found, you can tailor your campaigns exclusively to your market, this will help save your valuable resources that can be used for other projects. As your products or services only resonate with audiences who want or need them, knowing who and where they are can help you define your campaigns with pinpoint accuracy and increase your ROI.
4. Consistently Connect With Your Target Audience
Having an e-commerce business with great branding is only one piece of the e-commerce marketing jigsaw. It is also important to stay in constant communication with your prospective audience, as this helps create an ongoing connection. This helps ensure that your branding remains relevant and at the forefront of your consumer’s mind.
There are many platforms you can utilize to help you connect with your target audience. From website content, blog posts, images, and videos, Instagram, Facebook, Twitter, YouTube, etc.
Whichever channel you choose to use to connect with, the one thing they all have in common is the regularity of which you need to upload your content. Your rankings can be improved by regularly uploading relevant content that provides value to your consumers, and social network algorithms do take regularity into account. You can also put your message directly in front of groups and communities that are already showing interest in what it is you are trying to promote.
Constant connection is a great way of telling your story, promoting your business and products, driving leads, running promotions, and reaching new audiences by readers sharing your content. It is an invaluable way for you to get your people talking about your brand.
5. Get Help From the Experts
Out-sourcing to e-commerce brand marketing experts is an invaluable way for businesses to create high quality and professional-looking branding, quickly and affordably.
They can provide services that cover a multitude of your branding and e-commerce needs, they have resources and expertise that will have your brand performing at the highest level, which in turn will enable your e-commerce business to compete with the market leaders.
Knowing your story and infusing it with your personality and vision, can help connect with your audience naturally, and by approaching the branding of your business with a mindset that focuses on your brand`s core values, you will be well on your way to creating a business that is uniquely yours and loved and appreciated by your customers.