6 steps for building a better e-commerce brand

If you are reading this article, then odds are you already own an e-commerce store. And like so many of us you wish to grow your beloved business through social media, AdWords and enticing promotions to showcase your products. But what are you doing about brand design?

Branding isn’t a logo, it’s not your name, not some meaningless press release to the world. Branding cannot be seen, it can only be felt.

Think about where does that excitement come from when trying on the latest fashion? Why do Apple products alleviate stress and allow for a state of delighted bliss? This is branding. It is a story of emotion and ideals, mission and action all rolled into one.

Great branding is the most powerful currency a company can have. People purchase products because of a story, an emotional connection they feel with a brand.

1. Consider the customer

Always consider who your business is being built for. Remembering the wants and needs of the consumer will dictate your actions as a company and set you on the path of success with your audience.

If you’re unsure about who your audience is, you’re not alone. All to often, we forget our audiences and focus on the product or our catalog, potentially missing out on valuable information that can increase our business.

This can remedied. Take the time to truly reflect on your past purchasers. Look for trends in the analytics and reflect on experiences you’ve had with your customers. Look for patterns that clearly point to the heart of our business, why people buy our products. Take these buying behaviours and their demographics and reverse engineer your ideal customer.

2. Share your story

Tales have been told throughout the history of mankind. As people we are better suited to remember and emotionally connect with others through storytelling than any other medium. You must tell the story of your brand. Tell it in a way to build trust with prospective customers and allow them a glimpse into the oft hidden life of corporate clatter.

3. Champion change

What does your company stand for? Every brand is built around a certain set of ideals. Convey these to the world. Build a following of faithful fans dedicated your cause. People will join in the fight when then find a vision which matches their own and will associate your company with the efforts of hope.

4. Extreme expectations

Never over-promise on your company. People absolutely hate disappointment. Creating an untenable situation where you promise more than you can always deliver will alienate your audience and destroy the trust you worked so ardently to attain.

5. Ignore others

This is possible the most powerful of all pieces of branding. By tailoring your solution, messaging and marketing to your customer you instantly eliminate hassle and heartache of pleasing all. You also come from a more intimate and ultimately appreciated place by offering them your full respect and attention.

6. Reflect and refine

Work to refine your ideal customer and place yourself in their shoes. What challenges do you, the customer, face? How can you build trust and truly add value to their lives. With a narrow view of your target market this becomes infinitely easier and more successful.

Building a truly great brand and creating a close relationship with the target customer is an art in and of itself. This crucial piece of the entrepreneurial puzzle is what separates the haves and have nots in the avenues of industry. With the challenges of bootstrapping a business, sourcing products, serving customers, and fulfilling orders this can often be placed upon the backburner in efforts to advance.

Do your best to avoid completely normal but rather shortsighted approach to business. If client work has taught me anything, it’s that in order to create a lasting asset of enduring value, the importance of branding is infinitely amplified.

Ready to start a new online business? Talk to us to build a memorable brand design.