This is my 10th year in digital marketing. In my consultation sessions, eCommerce entrepreneurs often ask me this questions that, does branding matters for eCommerce websites, can 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”.
This is 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. Which is why, brands like Nike, Starbucks, and Apple have the most fanatic customer base that their loyalty has turned them into brand advocates. This is a splendid marketing success.
The problem with many eCommerce entrepreneurs is that they often overlook branding. 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 in saying that effective branding can give you a major edge in increasingly competitive eCommerce market. If you are a newbie and don’t know where to start, here are some tips for you.
Work on Brand Identity Elements
The foundation of brand identity is your logo, key colors, typography, and all the 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 to 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 an important role in “I need to buy moments”. It is that subtle force that makes you choose one brand product over another despite them offering nearly 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
In order to get your customers loyal to your brand, you must bring all the like-minded customers together at 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 and support each other. This is why most of the web developers prefer WooCommerce or WordPress over Magento or Prestashop because of the strong and active communities that love to support each other. Many important extensions and add-ons are made by these communities like Prestashop blog module and Magento 2 Product Attachments.
Offer Rewards and Loyalty Points
Retaining existing customers is imperative for any business. It is essential that you 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 you 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 as a gesture of goodwill.
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 customer stood in queues and waited for their turn to get attended. Presently, brands must provide a stellar customer service that must be active 24/7. Most of the times, 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 to be the source of authentic information.
This article is contributed by Sohaib Khalid who is 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.