The Ecommerce Branding Essentials
Do you know about 40% of the world's population has bought products online from eCommerce brands?
People are increasingly opting for online shopping; the expansion of eCommerce stores is occurring at a blinding pace. Competition is getting tough day by day. Brands are looking for a way to stand out from the rest - this is where branding comes into play.
What comes to your mind when you heard the word 'Branding'? The visual aspect? You picture a popular product made by the brand, or they think of the brand's logo. But in reality, the elements that build the brand are far more than just visuals.
Apart from the mental image the brand evokes, there are groups of ideas that you relate to the brand. These ideas can manifest in both practical and psychological ways.
From a practical point, people associate your brand with their personal experience that they had with your products/services. For instance, do your product or service work? How was their experience with your company? And much more.
However, psychologically, people will connect your brand with how your products make them feel. Do the use of your products will help them overcome their pain points?
Branding is an undeniable need for any eCommerce brand looking to succeed in the long-term.
Let's dive further to see what branding is and how it is useful for increasing eCommerce sales.
What Is Branding In ECommerce?
Branding is a process of creating a unique, durable, and a positive perception of your company in people's minds. It includes all from your logo, creatives, products, mission, vision, tone, and the consistent theme you follow throughout your marketing campaigns. A compelling branding helps you stand out from your competitors while building a loyal customer base.
Companies with consistent branding across all channels experience 23% more revenue.
That clearly indicates your customers expect the same tone over all your communication means, whether it's an email, social post, website, or any Touchpoint of your company. If you want to rebrand, make sure you change your logo, design, tone, and everything that is associated with your brand everywhere, both online and offline. This way, you will stay consistent and make it easy for your audience to recognize you.
Importance Of Branding In ECommerce
Branding is powerful enough to unite everyone working on the project and gives the business a common goal and focus, beyond selling a product when done correctly.
However, strong branding is easy to relate to and draws more values that resonate well with your target audience. For an eCommerce business, a brand also acts as a safety net, protecting a company from having to compete on price.
In simple words, branding creates equity in your business, build a trustworthy relationship with your audience, and improves your company value.
What Does an eCommerce Branding Consist Of?
Now that you know how important it is to have compelling branding in hand, let's dive into how to create an eCommerce brand.
#1 - Understand Your Audience -
To influence your audience effectively, it's essential to understand your audience, their needs, and their expectation. What type of tone they prefer - friendly or formal? What motivates and attracts them? What are they looking for?
Fun questioners, feedbacks, and a brand's beta version will help you get all the information that helps you better understand your audience.
#2 Build a Brand Persona -
It is something that your audience can relate, and a strong brand will expand its brand equity by having a steady set of attributes.
70% of the people more likely to purchase from a brand they can relate themselves to.
The brand persona is reflected from every touchpoint you have with your audience, including everything from your policies to the tone you use, from the color scheme to the creatives.
#3 Focus On Brand Visual Assets -
The brand visual assets are the front-facing, including everything from the look and feel of your website, the color palette you use, your ad designs, and your logo.
Visuals are the best way you can attract your visitors. Research has proven that having a memorable color combination will boost the chance of customers' recognition by 80%.
#4 Refine Customer Experience -
Although you have a little control over how your customer feels about your brand, you must do your best to make sure your customer feel special at every touchpoint.
What you can do simply personalize your product packaging and making your prospects feel special.
Source: Neil Patel
Your brand is much more than a series of images, colors, and a logo. It's an emotional connection that your buyers have with your business. You can express your emotions through your business's visuals, tone, and more. With a great branding strategy, your customers will trust your business and want to continue purchasing from it.
How do you create a brand for your eCommerce business? Share your branding experience with us in the comment section below!