Branding is a complex process that requires careful planning and calculated approach. Ideally, you should have your branding strategy worked out before you launch your online store to avoid working backwards to try to aligned your store with customer expectations. A strong brand is easy to relate to and draws on values that resonate well with the target audience. For an eCommerce shop, a strong brand can also be a safety net protecting a business from having to compete on price.
So how do you go about building a brand for an online shop? Here are the key steps in eCommerce branding:
- Understand your customers. To communicate effectively, you have to identify the elements that influence your target customers and focus on leveraging them. What do they like? What motivates and attracts them? What do they like about your brand?
- Define your brand persona. A brand persona is the personality of your business in which you will deliver customer experiences. It will be strongly influenced by the insights you manage to gather about your target customers. What tone of voice will suit this audience? What type of language will have the greatest effect? What images will attract their attention.
- Crystalize your brand promise. What is the ultimate promise you’re making to your customers? How will your products/services make their life better? How are you going to deliver this promise. 66% of consumers think transparency is one of a brand’s most attractive qualities.
- Perfect your visual assets. Online shoppers don’t have the luxury of touching and feeling the products they buy, so the visual experience is extremely important. A brand’s visual assets are all the front facing elements, such as the website design, fonts and typography, color palette, logo and ad designs as well as the packaging and unboxing experience you create. It’s a powerful branding tool that reaches its peak when all the different moving parts are consistent and work harmoniously. Research shows that having a memorable signature color will increase the chance of customers recognizing your brand by 80%.
- Refine customer experience. Although you have little control over how your customers will ultimately feel about your brand, you should do your best to make sure every interaction and touch point you have with your customers is aligned with your brand promise and follows your brand guidelines.
69% of consumers say that the most important thing brands can do to improve their experience is “knowing them”. This will encompass everything from your return policies to shipping arrangements to email marketing communications and more.