This is my 10th year in digital marketing. In my consultation sessions, eCommerce entrepreneurs often ask me these questions: Does branding matter for eCommerce websites, do effective branding increase eCommerce sales, and how to establish a brand identity?
Simon Sinek – The renowned marketing consultant, in his famous TEDtalk, said,
“People don’t buy what you do; they buy why you do it.”
The very purpose of brand identity, i.e., “to inspire.” Brand Identity sets your business apart from the competition by building an emotional relationship with the customer that bypasses all the epistemic senses. Brands like Nike, Starbucks, and Apple have the most fanatic customer base, and their loyalty has turned them into brand advocates. This is a grand marketing success.
The problem with many eCommerce entrepreneurs is that they often overlook branding. Instead, they think of themselves as a business and not a brand and thus fail to accentuate themselves from dozens of other eCommerce websites providing similar offers.
There is no debate saying that effective branding can give you a significant edge in the increasingly competitive eCommerce market. However, if you are a newbie and don’t know where to start, here are some tips.
Work on Brand Identity Elements
The foundation of brand identity is your logo, key colors, typography, and other visual elements. Visuals are usually the most effective and powerful way to capture your prospective customer’s attention and build brand recognition, provided you’re implementing all the visual aspects correctly. There’s no denying that today’s marketing world is becoming more and more visual; by including visuals in your overall marketing strategy, you can ensure your brand’s long-term success.
Create a Brand Ideology
The next important thing you need to do is create an ideology for your brand, as all dominant brands do. For instance, Coca-Cola is about happiness and celebration, Ferrari is about speed, and Apple is about pride. Companies like Starbucks; don’t sell coffees or smoothies; instead, they sell a belief, and even the consumer buys more of the belief than the product.
Brand Ideology plays a vital role in “I need to buy moments.” That subtle force makes you choose one brand product over another despite them offering nearly the same features and specifications. However, creating a powerful brand ideology is like a journey of business self-discovery.
Here are some tips to consider when creating a brand ideology.
- Define the mission of your company.
- Offer some unique benefits and features that you can associate with your company.
- Develop a tagline. Write a memorable, meaningful, and concise statement that captures the essence of your brand.
- Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.
Create a Community to Create Value
To get your customers loyal to your brand, you must bring all like-minded customers together in one place by creating a community. The purpose of brand communities is to boost your brand image and enhance the customer experience by offering consumers a platform to interact with and support each other. For example, most web developers prefer WooCommerce or WordPress over Magento or Prestashop because of the strong and active communities that love to support each other. In addition, these communities make many necessary extensions and add-ons like the Prestashop blog module and Magento 2 Product Attachments.
Offer Rewards and Loyalty Points
Retaining existing customers is imperative for any business. You must reward your loyal and regular customers as they spend 67% more than the new customer. Implement a well-crafted loyalty program in your marketing strategy to keep your regular customer energized and engaged.
Furthermore, when customers are unhappy about something, the quick and best way to regain their trust is to offer rewards and giveaways.
Fanatical Customer Support
In the past couple of years, the concept of customer support has changed entirely as today’s customer is far more demanding and wants individual attention. Gone are those days when customers stood in queues and waited for their turn to get attended to. Presently, brands must provide stellar customer service that must be active 24/7. Most of the time, FAQs or automated email response is not enough to solve customer queries. A dedicated and trained brand representative at the support end is appreciated and is also considered the source of authentic information.
This article is contributed by Sohaib Khalid, an SEO Expert from FME Dubai. FME is a leading web design Dubai company from UAE with over a decade of development and digital marketing experience.