In ecommerce, building a brand is everything. A brand is what keeps customers coming back to you time and time after again. Brands like McDonald’s or Chanel are popular today thanks to the loyalty of their customers. A brand has to be at the center of your business and strategy as it influences how people perceive and relate to your products or services.
It is also what separates you from competitors within the same niche. This goes to show just how important branding is for any ecommerce business. Many businesses, especially new ones, do not understand much about branding. Some focus solely on choosing a logo. But branding goes beyond picking a logo. So how do you create an unforgeable brand that offers value to customers? Let’s check the 7 key steps guide you can focus on in 2022.
Determine Your Target Audience
Knowing who your audience is will help you create an impactful brand. The best way to build a brand is to be as selective as possible when choosing your customers. Different customers will have varying reactions to your brand. For example, if you target men, the type of branding would be different from what you would do if women were your primary customers.
Choosing a specific niche will help you focus solely on one type of customer. It also means less competition for your business. Once you know your audience, it becomes easier to create a brand, logo, and vision. Some easy ways to determine your target audience include:
- Using online profiles for customers
- Getting to know current customers
- Looking at customers from competitors
- Targeting by customers’ behavior
2. Find Your Position in a Market
A brand position is your place in a market within a niche. It is what will allow customers to separate you from others. For instance, you can either decide to offer high-end fashion or affordable clothing. Offering both would be impossible. Select your position based on your target audience.
To achieve this, you need to create a position statement. This statement shows what your company does. It shouldn’t be longer than two sentences. An example can be “We sell locally grown organic fruits and vegetables”. With a glance, anyone would know what your company does. Always think about how you are different from anyone else offering the same products.
3. Find a Suitable Name
The next step is to choose a brand name. A powerful brand name will catch the attention of customers. A brand name should give a customer an idea of what to expect. So you are not only trying to find a catchy name but one that is online with what you offer and your position. A catchy name will also help you get more customers and outline your business, especially when registering your great domain name at one of the top e-commerce platforms. You can use descriptive or emotive words to name your brand that will help you stand out from your competitors.
Another option is to use original names. Compound words have also become a popular option for instance Facebook or YouTube. Sometimes initials also work well when naming a brand. When picking a name, you should do detailed research as well. Some brand names may already be taken. If you are unsure of what brand name to use, there are business name generators that can help you get started.
4. Write an Engaging Brand Story
So why are you starting a business? Your brand story should answer that question. As much as you want to make money, you should have another reason why you chose that specific niche. The why helps people to connect with your brand, thus creating loyal customers.
As you write a brand story, think about how your products will impact people’s lives. A well-written story will make customers choose you over others because they can relate to your story.
5. Build a Brand Image
A brand image goes beyond a logo. It is a set of things that allows customers to recognize your business. This includes your products, how you will package and deliver them and what to expect from your website. Here are the elements you can include:
Colors have an emotional influence on people. If you want something bold, then red might be the best color. So you have to choose wisely. For something soothing, you can use a light shade of blue. The font you use should be easy on the eyes, especially when you’re posting content at your website.
6. Pick a Logo
A logo is one of the first things that will help customers to identify you. It is one of the most important visual assets when it comes to branding. When creating a logo, try to keep things simple. The logo should incorporate company colors and be easy to understand. Anything complex takes away from the whole purpose of creating a logo.
If you are not an expert, you can always ask a professional to create a logo or hire a designer at the freelance service and choose the best solution which will suit your brand. There are also several online logo makers you can find online to create a suitable design for your business.
7. Share Your Brand
Once you have created a brand, you need to agree on it everywhere. It has to reach your audience for you to have the desired outcome. Share your brand on your website. Social media platforms are also very useful when you are trying to reach a huge audience. Social media is the mastermind behind achieving communication strategies. Share posts where you talk about your story, values, and what you offer.
Whenever you share posts, add meaningful images and encourage customers to share your content. Launch powerful marketing campaigns. Remember that success is all about how consistent you will be.
A brand is all the things that separate you from competitors. It includes your company goals, vision, values, products, logo and other assets. Branding should aim to influence how people will think and feel about your product so that you end up with loyal customers. Get to know your target audience, pick a position and create a brand image. You can also check this course.
A powerful brand story will also attract customers, especially if they can relate to your message. Once you have built a brand, share it as much as possible to reach more people. This helps you gain more customers and retain old ones.