Ecommerce is competitive – as an online retailer, you know that. But it’s even more competitive when you haven’t clearly defined your business proposition or where your opportunity sits in the market. And that all comes down to building your brand carefully at the beginning.
According to a study, 59% of shoppers prefer to buy from brands they are familiar with and trust, highlighting the big role branding plays in building customer loyalty and driving sales.
So, how do you even start building your brand?
First Thing’s First: Understand Your Brand
A brand is more than just a logo or a name; it’s the entire experience your customers have with your company. It encompasses your visual identity (logo, colour scheme, typography), your brand voice, and your unique value proposition (UVP).
Your UVP is what sets you apart from the competition, and if you struggle to answer why your customers should choose you over others, then your first step should actually be heading back to the drawing board to find a gap in the market.
Once you can identify your UVP confidently, it’s time to start looking into what forms a great brand:
• Logo: A recognisable symbol or design that represents your business.
• Colour Scheme: A set of colours that reflect your brand’s personality.
• Typography: Fonts that convey your brand’s tone and style.
• Brand Voice: The tone in which you communicate with your audience.
• Unique Value Proposition (UVP): A clear statement that describes the benefit of your product, how you solve your customer’s needs, and what distinguishes you from the competition.
To come up with all these, you’ll need to go through a few fundamental brand-building techniques first carefully. Let’s take a look.
Market Research
Before building your brand, it’s crucial to understand your market. The first step is to identify your target audience.
Note down all factors that relate to your audience, like age, gender, location, and shopping behaviour. More importantly, make sure you know what their pain point is and how your product can bring them relief around it.
This information will help you tailor your branding efforts to meet their needs and preferences.
Steps for Market Research:
1. Identify Your Target Audience: Who are your ideal customers?
2. Analyse Competitors: What are they doing well? Where are the gaps?
3. Sites like Google Analytics, SEMrush, and other market research tools can be used to gather data on customer preferences and behaviours.
Creating a Brand Identity
Creating a memorable brand identity involves several important elements:
1. Logo Design: Your logo is often the first impression customers will have of your brand. Make sure it’s memorable and reflects your brand’s personality. Think about your own favourite brands and what makes theirs unforgettable.
2. Colour Palette: Choose a consistent colour scheme that evokes emotions and stays true to your brand. For example, blue often represents trust and professionalism, while red can signify excitement and passion.
3. Brand Story: Craft a compelling narrative that explains who you are, what you stand for, and why you do what you do. A strong brand story connects with customers on an emotional level.
4. Brand Voice: Define how you communicate with your audience. Are you formal or casual? Friendly or authoritative? Consistency in your brand voice helps build trust and recognition.
Building an Online Presence
Brand not that active online? You’ll need to kick that up a notch.
Spreading the word about your ecommerce business involves spending time where your target audience is, so you’ll need to put in the hard yards here to build your online presence across the board.
Key Elements of a Strong Online Presence:
• Professional Website: Your website is your online storefront. Ensure it’s professionally designed, easy to navigate, and optimised for mobile use.
• SEO: Implement basic SEO strategies to make your brand more discoverable online, especially on platforms like Google. Use keywords, meta descriptions, and alt text for images.
• Social Media: Engage with your audience on platforms where they spend their time. Share content that aligns with your brand and encourages interaction.
• Content Marketing: Blogging and content creation can position your brand as an industry leader. Provide value through informative and engaging content.
Engaging with Your Audience
Engagement is crucial for building a loyal customer base. Personalised interactions make customers feel valued and appreciated and show there’s a human behind your brand.
Ways to Engage with Your Audience:
• Personalisation: Tailor your communications to individual customers to create a more personal connection. Use their names in emails and recommend products based on their purchase history.
• Customer Reviews: Encourage satisfied customers to leave reviews. Positive testimonials can significantly influence potential buyers.
• Email Marketing: Use email campaigns to inform your audience about new products, promotions, and updates. Personalise emails to enhance engagement.
Consistency Across Channels
Maintaining consistency across all touchpoints is an absolute MUST for a cohesive brand experience. This includes your website, social media profiles, email communications, and even packaging.
Brands like Apple and Nike excel in consistency, which helps reinforce their identity and build trust with customers.
Examples of Brand Consistency:
• Apple: Seamless experience across their products, website, and stores. We know their logo and aesthetic are minimalistic. That’s Apple, to a tee, and we all relate to that because their brand is consistent.
• Nike: Consistent messaging and visuals in advertisements, stores, and online presence. Just Do It is an everyday slogan for a reason.
Measuring Brand Success
Track the success of your branding efforts using key performance indicators (KPIs) such as website traffic, social media engagement, and customer retention rates.
Tools for Tracking Brand Performance:
• Google Analytics: Monitor website traffic and user behaviour.
• Brandwatch or Google Trends: Track brand mentions and sentiment across social media.
• SEMrush or Ahrefs: Analyse SEO performance and competitor strategies to help optimise your own.
Key Takeaways
• Understand the components of your brand and the importance of a unique value proposition (UVP).
• Conduct thorough market research to identify your target audience and analyse competitors.
• Create a memorable brand identity with a well-designed logo, consistent colour palette, compelling brand story, and defined brand voice.
• Build a professional online presence with a user-friendly website, basic SEO, active social media profiles, and content marketing.
• Engage with your audience through personalised interactions, customer reviews, and email marketing.
• Ensure brand consistency across all channels to reinforce your identity.
• Measure your brand’s success using KPIs and analytical tools.