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What You Should Know About E-commerce Branding


If your head hurts, you take an Aspirin. Why? Because Bayer had built a fantastic brand several decades ago and most people don’t even know that there are other medicines that can solve this problem.

Since e-commerce is becoming widely popular worldwide, consumers are quickly turning into savvy internet shoppers. That’s why online stores need to stand out from the crowd if they want to attract new customers and make their current ones more loyal. In this article, we’re going to provide you with few e-commerce branding ideas and share some positive real life examples.

Brand Strategy

Brand strategy is all about finding your market position and figuring your ‘purple cow’ that will help you to stand out from the crowd and avoid price cutting competitions. Building and implementing a brand strategy for an e-commerce business is a standard marketing task, which takes into consideration customer retention and various effective loyalty techniques.

You need to build a brand strategy right after company’s foundation and before you branch out to other aspects of e-commerce business. If you don’t have the time or the knowledge to build this strategy by yourself, you can always hire professional brand developers.

E-commerce Branding Basics

Before you start turning your online store into a powerful brand, you should ask yourself these questions:

  1. Does your company have a mission?
  2. What problems your products solve?
  3. What do your customers think of your business?
  4. What do potential customers think of your business?
  5. What standards do you want your customers to associate with your business?

When you answer these questions, collect all things that make your brand stand out and summarize them on one ‘Mission page’. You should also create a ‘Testimonials page’, where you’re going to share customers’ remarks and reviews and show what customers think of your products.

When creating your online store, you need to be consistent. Product pages, as well as all other pages and posts, should be written in the same tone and font. Your online store should also get a well-designed and recognizable logo.

Unique Selling Proposition

Uncovering your unique selling proposition is very important for branding process. It is a thing that differentiates your brand from your competitors. Unique selling proposition is also a reason for your customers to purchase items from you, and not from some other e-commerce website.

For example, Mast Brothers are one of the best-known chocolate makers in NYC. Their chocolate is made with old school techniques and tools (like the stone grinder). This is their brand’s unique selling proposition, especially since most chocolate producers like Nestle and Hershey use industrial methods.

They shared this on their website and design it in vintage tones, in order to emphasize the fact that they sell some of the best old school chocolates.

Use Product Quality as a Marketing Tool

Product quality features should be the most important part of every e-commerce product page. You should also add some type of guarantee. Quick Sprout’s research had shown that stores that added a money back guarantee to their product pages saw a 21% increase in sales. At the same time, only 12% of the customers ask for their money back.

Your product page should also feature detailed images, 360-degree view for some items, videos, link to manufacturers’ page and an elaborate description of the product. Casper online mattress store even shares their customers’ Instagram photos on product pages.

Personalizing Customer Experience

Even if your online store offers an easy checkout and navigation, you should still add some personal touch to it. Try enabling live chat feature or ask your prospects and customers to contact you on Twitter and ask everything they want to know about the products you sell, ordering, delivery etc.

Shoppers like a personal service and the rise of e-commerce totally diminished a salesman’s role in the process. So if you want to be a good seller, interact with your customers and give recommendations while they’re browsing your product pages. Learn more about the online store you are using, for example, learn how to build Shopify stores and start making the customer experience anyone would be proud of. 

Consumers like to have a constant interaction with an online store. That’s why e-commerce entrepreneurs need to share their gratitude with their customers by recognizing their support for their business. They should give out presents and discounts and include hand-written thank notes and fancy packing in every package they send.

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