When talking about ecommerce andÌýsuccessful marketing strategies, one ofÌýtheÌýterms that usually stand out isÌýwithout aÌýdoubt theÌýconcept ofÌýbranding. Last evaluated inÌý2021ÌýbyÌýmarketing consultant agency Invesp, over unrecognized ones. InÌýaÌýcrowded andÌýcompetitive market, your brand isÌýwhat will set you apart from theÌýrest andÌýunguardedly drive customers toÌýyour store. When weÌýtalk about branding, weÌýrefer toÌýnothing more than theÌýidea your customers andÌýaudience have created ofÌýyour products andÌýservices.
The reality is, without aÌýbrand, you can have theÌýmost valuable andÌýinnovative product that fills all ofÌýtheÌýgaps inÌýaÌýspecific niche orÌýmarket while offering unrivaled quality, yet still fail toÌýcompete against theÌýrest. This isÌýbecause, more than aÌýproduct, you’re selling anÌýexperience andÌýaÌýconcept, which isÌýonly achieved through branding.
Without aÌýproper branding strategy inÌýplace, you’ll find itÌývery difficult toÌýappeal toÌýyour audience andÌýmake
WeÌýHave All Experience Brand Loyalty
Don’t believe us, just take some time toÌýstop andÌýobserve theÌýnext time you decide toÌýbuy something. Subconsciously, asÌýconsumers, weÌýhave been creating purchase patterns andÌýhabits forÌýyears, andÌýmany are influenced byÌýbig retailers through successful branding tactics. For example, most people, when they goÌýbuy aÌýpen, their first thought isÌýtheÌýbrand Bic, aÌýglobal preference. The Bics brand has become aÌýfamiliar face forÌýthousands ofÌýconsumers, andÌýeven ifÌýthey notice aÌýcheaper price orÌýanother pen just asÌýgood with perhaps more toÌýoffer, they still goÌýforÌýtheÌýBics one asÌýthey have already built loyalty andÌýtrust with theÌýbrand.
With this said, building aÌýbrand andÌýgaining theÌýpublic trust isÌýnot easy byÌýanyÌýmeans, andÌýmany fail. WeÌýlike toÌýbelieve aÌýbig reason this occurs isÌýdue toÌýaÌýlack ofÌýunderstanding andÌýeducation onÌýwhat exactly branding is, andÌýeventually what itÌýtruly means toÌýown theÌýterm andÌýmake itÌýyour biggest business strategy.
This isÌýexactly what this post isÌýabout, theÌýconcept ofÌýbranding, andÌýwhat itÌýis. Let’s jump right inÌýandÌýtake some time toÌýfind out what exactly isÌýbranding, andÌýhow toÌýturn
What IsÌýBranding?
AtÌýits core, branding can beÌýdefined asÌýtheÌýactive practice ofÌývisually describing toÌýyour customers what your products, business ethics, store, quality, accessibility, andÌýsoÌýmuch more are all about.
You can count onÌýbranding toÌýbuild aÌýpositive orÌýconflicting perception ofÌýyour business inÌýyour customer’s eyes. With just aÌýlook atÌýtheÌýcolors you use inÌýyour logo orÌýeven theÌýkind ofÌýpackaging you offer, customers can immediately make aÌýdecision whether they want toÌýpurchase from you orÌýnot. The important thing toÌýremember isÌýthat branding isÌýaÌýlot more than just aÌýlogo. The term isÌýanÌýactive form ofÌýtheÌýword brand, andÌýitÌýsignifies theÌýaction you take toÌýfurther advance your business culture andÌýmission statement.
With all ofÌýthis andÌýmore, IÌýguess theÌýmain point we’re trying toÌýmake isÌýthat you can’t expect toÌýtake your business toÌýtheÌýnext level orÌýreach its full potential without proper branding, let alone zero branding. Believe itÌýorÌýnot, asÌýyou read this, weÌýcan assure you there isÌýsomeone out there venturing theÌýwaters ofÌýecommerce who has skipped theÌýbranding process andÌýisÌýtrying toÌýgrow aÌýbusiness without it. IÌýthink weÌýall know how itÌýends!
The reality isÌýunless you plan toÌýsell basic everyday life products like cups orÌýkey chains, forÌýexample, you’ll need toÌýestablish aÌýbrand toÌýsucceed. InÌýfact, IÌýthink weÌýcan goÌýasÌýfar asÌýmentioning that nowadays, there isÌýnot aÌýsingle item orÌýservice you can market without aÌýbranding strategy inÌýplace. WeÌýhave gained theÌýcourage toÌýsay such aÌýfierce statement because inÌýtoday’s society, most people search forÌýreputable andÌýrecognizable brands forÌýevery single purchase, even ifÌýitÌýrelates toÌýclock batteries orÌýlight bulbs.
More Than AÌýLogo, Branding IsÌýanÌýExperience
AsÌýIÌýonce learned from famous andÌýsuccessful entrepreneur Alex Ikon, who has forÌýyears made emphasis onÌýtheÌýimportance ofÌýbranding, ifÌýIÌýwas toÌýparaphrase his teachings itÌýall sums upÌýtoÌýeverything being all about theÌýexperience. During his time owning theÌýsuccessful Luxy Hair brand andÌýcompany, heÌýstated how customers were willing toÌýpay higher prices when hair extensions were attached toÌýtheir brand identity andÌýname, while noÌýone showed interest when heÌýplaced aÌýsurplus ofÌýhis products atÌývery low prices onÌýthird party platforms with noÌýway toÌýtrace them toÌýtheÌýLuxy hair brand.
With this, you can see how many times itÌýisÌýnot even about offering theÌýmost competitive orÌýlowest prices, but without aÌýdoubt how customers perceive your business andÌýtheÌýconcept, you help them create it.
IÌýhope you can start seeing how theÌýbranding process works, andÌýwhat aÌýpowerful andÌýunparallel tool itÌýcan be. Let’s keep going.
The Elements ofÌýBranding
There are approximately four pivotal elements ofÌýbranding, with aÌýfew more which can beÌýconsidered recommended orÌýmany times
Here’s what toÌýkeep inÌýmind when building your brand strategy andÌýgetting started onÌýtheÌýbranding process.
Mission Statement. BeÌýclear ofÌýwhat you’d like toÌýachieve with your brand, what makes itÌýunique, what isÌýtheÌýdriving force behind it, andÌýwhat are theÌývalues you wish toÌýgoÌýby. Being aware ofÌýthese will keep you focused andÌýonÌýtrack, helping you align every other part ofÌýtheÌýbranding process andÌýremain cohesive with your identity. Beyond offering guidance andÌýharmony, your mission statement andÌýmany times will beÌýtheÌýreason why your audience andÌýcustomer choose you over other brands andÌýultimately keep coming back.
Logo. Every brand needs some form ofÌývisual identity, one they can add toÌýevery product they sell orÌýservice they offer toÌýlet shoppers know they’re purchasing their products andÌýnot someone else’s. Try naming aÌýbrand you know without aÌý
Without aÌýdoubt, when you first meet someone theÌýfirst thing you notice isÌýtheir face andÌýisÌýusually theÌýfirst element you use toÌýmake assumptions about this person. Just think about theÌýsaying, theÌýeyes are theÌýwindow toÌýtheÌýsoul. Well just like this, your logo works asÌýtheÌýface ofÌýyour brand, andÌýforÌýthis reason andÌýmany more itÌýshould finely represent itÌýandÌýtell about its mission statement. You can learn more here about creating theÌýperfect logo forÌýyour brand. Ultimately, weÌýrecommend you take this step ofÌýtheÌýbranding process delicately andÌýhire aÌýprofessional ifÌýnecessary.
Color Palette. Tell meÌýwhat your favorite color isÌýandÌýI’ll know more about your interests. Well, Isn’t itÌýinteresting that starting atÌýaÌýyoung age we’ve always been curious about other people’s favorite colors? Well, what ifÌýthis has toÌýdoÌýmore with getting anÌýidea ofÌýwho they are what they’re driven toÌýthan simply aÌýrandom andÌý
For example, ifÌýyou run aÌýfuneral company, you very likely don’t want toÌýuse bright pink inÌýyour log orÌýwebsite fonts. Just take aÌýlook atÌýtheÌý, asÌýaÌýquick example. Their mission statement isÌýtoÌýprovide wholesome andÌýnatural items; you can easily notice this onÌýtheÌýgreen colors andÌýsmall tree leaves found inÌýtheir logo. Just like this, your color palette should speak andÌýreflect your company’s values andÌýwhat your customers are looking forÌýwhen they choose toÌýpurchase from you.
Once you choose aÌýcolor palette, this should beÌýapplied toÌýevery visual part ofÌýyour company including package, logo, website, andÌýmore. And itÌýgoes without too much emphasis that itÌýshould remain theÌýsame onÌýall ofÌýthese, avoiding color variations asÌýitÌýcan easily confuse your customers.
Font. Just like your color palette, your font should express who you are asÌýaÌýbrand. This isÌýone ofÌýtheÌýelements many new entrepreneurs surpass orÌýfail toÌýacknowledge, setting them asÌýanÌýamateur andÌýdestroying theÌýpublic trust. When choosing aÌýbrand’s font, realize it’ll beÌýused onÌýmost ofÌýtheÌýremaining elements andÌýwill also serve asÌýtheÌýface ofÌýtheÌýbrand. Every font out there tells aÌýspecific message. Whether itÌýisÌýaÌýmessage ofÌýsorrow, joy, innovation, ancient, holistic, orÌýeven ofÌýlove andÌýseparation. Choose wisely andÌýremain consistent with your fonts.
Website. Don’t forget about your website. This isÌýtheÌýplace where your customers andÌý
Consider dedicating enough time andÌýattention toÌýeach ofÌýthese elements asÌýthey serve asÌýtheÌýbase andÌýfoundation ofÌýwhat your customers perceive. They doÌýtheÌýtalking andÌýpersuasion forÌýyou when there isÌýnoÌýrepresentative orÌýwebsite description toÌýnarrate what your products have toÌýoffer. Beyond theÌýbranding elements weÌýcovered today, don’t fail toÌýadd toÌýtheÌýpictures additional assets like business cards, tagline, tone ofÌývoice, andÌýimagery., which are all important branding tools. Remember isÌýall one big puzzle, with each piece serving aÌýdifferent purpose.
Why IsÌýBranding Important?
When trying toÌýset yourself apart from theÌýrest andÌýcreate aÌýlasting impact andÌýperception ofÌýwho you are, you’ll need aÌýlot more than aÌýfair price orÌýaÌýproduct description. It’s hard toÌýachieve recognition andÌýinfluence others without theÌýhelp ofÌývisual elements andÌýactions that support what you claim andÌýdifferentiate you from theÌýcompetition.
Branding will make theÌýprocess aÌýthousand times easier andÌýhelp others feel attracted toÌýyour products orÌýservices.
Let’s doÌýaÌýsmall recap andÌýtake aÌýlook atÌýwhat weÌýlearned today andÌýwhy branding isÌýsoÌýimportant:
- ItÌýwill help you stay inÌýharmony with your original mission andÌývision.
- It’ll help you understand more about your audience.
- ItÌýwill become theÌýface andÌýbody ofÌýyour business, helping you connect with your customers.
- ItÌýwill set you apart from theÌýcompetition.
- ItÌýwill establish you asÌýaÌýtrusted company.
- ItÌýwill promote your services andÌýproducts without theÌýconstant need toÌýreinvest like paid advertising forÌýexample.
Ultimately, your brand isÌýaÌýlot more than just your logo andÌýmission statement. ItÌýcan beÌýanything from your newsletter, employees’ culture, theÌýtype ofÌýproducts you offer, andÌýeven what you choose toÌýpost onÌýsocial media. For reasons like these andÌýmany more, branding will always beÌýtheÌýbest medium andÌýtool toÌýcreate memorable andÌýlasting impressions onÌýconsumers andÌýdistinguish your business from theÌýrest.
Use Branding toÌýTake Your Business toÌýThe Next Level
The branding process can beÌývery complex yet very rewarding. Just ask theÌýhundreds ofÌýecommerce owners that have made theÌýmost ofÌýtheir branding elements andÌýused theÌýconcept asÌýtheir business pillar. AsÌýyou begin your own brand andÌýbegin venturing andÌýtapping into theÌýidea ofÌýbranding, you’ll quickly realize you have toÌýbecome aÌýstoryteller. The goal ofÌýbranding isÌýtoÌýgive your audience aÌýstory toÌýrelate toÌýandÌýsynchronize itÌýwith theÌýperception they have ofÌýyour business.
Our biggest branding tip isÌýtoÌýalways listen andÌýpay attention toÌýyour customer’s feedback andÌýhow they’re reacting with theÌýstory you’re trying toÌýtell them, andÌýultimately find theÌýbest way toÌýinfluence them toÌýinteract with it.
Join theÌýcommunity ofÌý51ÊÓƵ ecommerce owners that are making anÌýimpact through their brand story andÌýunique ways ofÌýconnecting with their audience. WeÌýhave made itÌýeasy forÌýanyone with aÌýdesire toÌýshare their own story toÌýtake theÌýplunge andÌýget started anytime.
Ìý
- What IsÌýBranding: The Ultimate Guide
- Brand Identity: Your Guide toÌýCaptivating Hearts andÌýMinds
- Elevating Your Brand Without Breaking theÌýBank
- How ToÌýCreate AnÌýAwesome Logo For Your Brand
- How toÌýCome UpÌýwith Logo Ideas
- What Makes aÌýGood Logo
- How Much are Logo Designs
- How toÌýTrademark aÌýName andÌýLogo
- Business Names Ideas: How toÌýChoose theÌýBest Store Name
- How toÌýBuild aÌýBrand: AÌýPlaybook forÌýSmall Ecommerce Businesses
- How toÌýCreate aÌýStrong Value Proposition forÌýYour Online Store
- Mastering theÌýArt ofÌýProduct Presentation