We love partnerships. We really, genuinely do. Having a mutual agreement to share advice, services, and benefits to help each other grow is a wholesome and wonderful thing. It means we can give you guys content like this two part blog about how to expertly build your eCommerce branding from the ground up, and it comes directly from branding masters Frooition. These guys are brilliant, and they know whats what when it comes to organising your eCommerce business brand, and are even able to guide you through the whole process.
If you haven’t the time to go through a full re-branding though, then we understand, it’s time consuming stuff. But that doesn’t mean you can’t still pick up some tricks to help you streamline your existing brand, or even to help you start a new one. In this first part, Frooition Business Dev Andrew Pinner discusses just why having a brand is so important for everyone, because it really is. Check it out!
It should be obvious in 2019 that every business needs to focus a proportion of their time and budget on branding.
But what exactly does branding mean for an e-commerce business owner?
I’ve got a Logo so I can tick branding off my list right?
WRONG! Branding goes so much further than the colours in your logo. It’s the very essence of your business, it is your entire online personality. As an e-commerce merchant, it is the language you use to describe your products, it’s the transactional emails you send, it is the care and attention you take when packing an order.
Get your branding right and customers will identify with your brand, understand your proposition and make a decision whether they align with your company. If they do, you have a chance to make a life-long relationship with the customer. Get it wrong and every other effort spent in the business will miss its full potential. But why is branding so important?
The most important function of any online branding is to allow customers to recognise and remember your brand. Your logo and colour theme go a long way to securing this.
Make sure your logo and colours are not too close to your competition, it could be easy to try and replicate your main competitor but that is fraught with danger. Imagine spending a large amount of marketing spend on advertising and customers glance at it and are reminded to go to your direct competitor.
The more popular your brand becomes the more credible people perceive you to be. To gain credibility, several things will help:
Longevity: If you’ve been established for many years: embrace the longevity of the business, state the year you were founded or how many years you’ve been trading in all communications. Add it to the footer of your email signatures for all staff.
Consistency: Make everything you do consistent. This goes far beyond the basics of branding: the terminology you use, the way you respond to customers and the level of service you deliver should be the same for every single customer. This is how the biggest brands in the world succeed. Think of a Big Mac – it looks and tastes the same in every part of the world.
Customer Satisfaction: Above all, make sure your customers are delighted with your service. Outstanding service has always lead to word of mouth, in the modern age word of mouth is amplified tenfold through review sites and influencer marketing. Unfortunately, the reverse of this is also true, one bad experience could crush your business
Purchasing decisions are based on several psychological decisions. If your brand stands for something that resonates with customers then you will create an emotional connection.
Great examples of emotional connections can be found with Apple’s “Think Differently” campaign. They weren’t just selling a beige computer in a box, they were selling the idea of breaking away from the corporate rat race, these are devices for creative users to enjoy. Each product is a status symbol.
How do you create an emotional connection for a small business?
Give your brand personality. If you love what you do let it show through. Make sure customers understand that they aren’t buying from a robot but a human organisation. This can be achieved on a smaller scale by thinking about causes that are important to you. This can be an environmental cause, source 100% recycled packaging, use electronic paperwork where possible and use fair trade suppliers.
You can also align yourself with a good cause and give a percentage of sales to a charity, donate staff time to good causes. Once you have put these practices in place – make sure it becomes part of your company story and you make customers aware of the causes.
Great branding improves sales. Fact. If you look like a professional brand, with years of experience, tons of credibility and you reach a customer on an emotional level you will sell more to that customer. Do it really well and not only will you sell to that customer, but they will also love the experience of buying from you, so much so that they shout it from the rooftops.
The pinnacle for a great brand is to become the defining brand of an entire product line or even industry. Think of sellotape, Hoover, iPhone, Tesla, Nike, or Coke. Coke has done this so well that people order a “coke” almost automatically, so much so that in certain bars you ask for a Coke and get corrected that they only serve Pepsi.
So… where do you start?
Building a world beating brand takes decades. However don’t be put off, there are plenty of steps and ideas you can take and use from day 1 that all lead towards building a great e-commerce brand. These will come next week when we offer some tips of the trade and advice on just what steps you should be taking.
See you here next week for the 2nd part of the Frooition branding series!
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