In fact, to be truly successful, you have to create a BRAND. Many people outside of advertising and marketing industry still believe that a brand is little more than a logo. But, it's so much more. With brand loyalty, it's easy to build a strong customer base. And yes, successful branding builds “brand equity” – the bunch of money that customers are ready to pay just because it’s your brand. Additionally, it will make your company more valuable over the long term.
Today, if your company is a provider of tangible products, and you have a website, then you have already entered in the exciting, worthwhile E-Commerce world. Maybe your sales are adequate, and that's why you think you might not need to make any changes or any improvements. But do you know how do you essentially develop a stable relationship with your audiences and stand higher in the crowd?
So, now these questions arise - how do you craft a brand image that sticks in the mind of your audiences? How do you make your brand more memorable? If you don’t have one answer, here are some key matters you can consider to drastically improve the results.
Basic Elements for an eCommerce Business before Branding:
Before we get into the details of successful brand strategies, let's start with a better understanding of your own business. Initially, you can discover what makes your brand noteworthy with a mini brainstorming exercise:
- Create a mission for your eCommerce business
- Ensure your product solves the existing problem
- You should know what potential customers think of your business
- Build the standards that you want the customers to associate with your business
- Get a unique and memorable logo designed by qualified experts
- Integrate your brand into every social media platform you use by using the same profile picture
- Be consistent with your tone and style across all platforms
To execute these basic elements, you need to do a market research and discover what’s in your customer’s minds. And an easy way to do this is to email a quick survey to your current customers or to implement a survey functionality in your store.
Key Strategies to Position Your eCommerce Website Branding ahead of the Competitors:
Build Your Brand Around the Emotional Benefits:
In order to build your brand around the emotional benefits, simply follow a few steps:
- Discover your consumer needs
- Brainstorm all of the consumer insights
- Match them up with the list of the features and benefits your services offer
- Find which benefits are emotional to your target customers that your brand can offer compared with your competitors
Create Strong Unique Selling Proposition:
A strong selling proposition describes your business' unique position in market. It is a foundational step of eCommerce branding strategy. It sets you apart from the rest and gives a reason to your ideal customer to purchase a product from you. It defines your business and business goals in just a sentence. To establish an effective selling proposition, follow these steps,
- Define your target audience
- Recognize your industry
- List the unique characteristics and benefits of your products or services
- Offer proof
- Create a clear mission and message
Distinguish Your Brand on Product Quality:
Whereas similar products are available in the market for same consumer requirements, brands differentiate these products. You can consider various functions, qualities, features and packaging to design a product or services. But, when you build your product, customers will also shape the brand for you. Actually, brands are built through your customers' experience, expectations and perceptions, and you can help it along by creating a product that your targeted audiences need and building a brand that your customers want.
If your product is built with considerations of your customers, you can fulfil your customer's requirements. Time management of product delivery is also a good thing to do to increase your product loyalty. Loyalty and quality products can distinguish products from all others. A lot of brand names are well-known to consumers due to their quality products. Just like Casper, a mattress company, which has a very unique value proposition for its customers. Its risk removal tactic of 100-day money back guarantee helps to build consumer trusts. Moreover, Casper is involved with social media marketing and embraces Instagram pictures right on their product page, these pictures are from happy customers, who have given outstanding reviews.
Embrace Spirit of Giving Back:
The spirit of giving is a central part of eCommerce branding. Being a great brand is not just for gaining market sharing and profitability; it’s about authentically sharing the success of your brand with others. It's about treating your staff well and fairly, and being honest and transparent with your customers.
Whatever you sell in eCommerce store, you will always get an opportunity to be thankful and recognise the support of your customers. Let's take a glimpse on some ideas that would be easy to implement:
- Donate some percentage of your total sales to a charity campaigns
- Create a loyalty program for your eCommerce store
- Serve your customers well
- Be vibrant in the community
- Provide valuable information and free advice
- Assist your customers give back with every purchase
Creating a brand and building a close relationship with target audiences is an art. With competitive positioning strategies for your eCommerce website, you can represent what you offer and also communicate more effectively with your prospects and customers.
Overall, the importance of eCommerce branding is noticeably amplified. Now, it’s time to execute on the points highlighted above and do your best to create a lasting asset of enduring value for successful e-commerce business.