Jun 17, 2021 . 4 weeks
The ecommerce economy has skyrocketed in growth over the past several years. It has seen even greater growth since 2020 and is expected to continue growing well into the foreseeable future. Given how significant the growth of ecommerce currently is, an increasing number of entrepreneurs are focusing on creating ecommerce brands. However, many fail due to not taking steps that are vital to ecommerce success.
The following are our tips for how to create a successful ecommerce brand.
The first impression you make on a potential customer will make or break your brand’s relationship with them. Therefore, you should pay a good amount of attention to how the aesthetics of your brand’s website look. Are the logo, fonts, and color schemes visually appealing? Are you taking advantage of color psychology? Is your copywriting compelling, inspiring, and attractive?
From the very first interaction someone has with your brand, there should be an understanding of what you sell and why they should buy from you over other competitors. This first impression should be gleaned quickly by your visitors. People have short attention spans and will not usually spend too much time researching what your business is all about. Provide your potential customers with a simple statement that explains what you sell and do.
Think about what the best ways to define your e-commerce brand are. What kind of emotions do you want to evoke in people when they think about it? What does your brand represent, solve, or share? The more competitors there are in your chosen niche, the more you will want to stand out and make a great first impression.
Once people new to your e-commerce brand get a sense of what it’s all about, you should start moving them through a sales funnel. This is a process that starts with brand awareness, which creates leads. These leads then understand your brand enough where you can begin to build a relationship with them. A sales funnel ultimately ends with leads becoming sales. However, you don’t want to get ahead of yourself too quickly.
Work on ensuring leads have excellent brand recall. This means they will be able to identify your brand through elements like fonts, color schemes, and the style of your images. The more familiar a lead becomes with your brand, the greater likelihood you have of them becoming a prospect, followed by a paying customer.
Think about the Nike swoosh or the Apple logo. These have become easily recognizable, even if you only saw part of them. The way your e-commerce brand presents itself to the world should communicate what it’s about, even without people reading a single word you write about it. Brand recall will take some time, especially if you are creating a new e-commerce brand from scratch. Brands like Nike and Apple already have many years of recognition helping them out. You won’t need to take that long but the more people know about your brand, the better positioned it will become within your niche.
Rich media content is quickly shifting from being dominated by images to becoming mostly video. Think about the last time you have scrolled through your Instagram feed. Do you find yourself being more persuaded by brands when they post a photo or video? If a picture is worth a thousand words, then a video is worth much more.
The social media landscape is increasingly dominated by brands putting out short and eye-catching videos that lead to more engagement and higher sales conversions than other types of content. This is something you should consider when you are developing the branding for your e-commerce business. While putting together your videos, consider adding a unique type of sound to them. This will add another dimension to your e-commerce branding and set you apart from your competitors even more. Some brands use a grittier style while others opt for a cleaner one. Find what matches your brand the most and apply the style to all your future rich media content.
Today, smartphones are used to access the internet and social media more than computers. That means your branding should be optimized to look recognizable on the small screens that smartphones come equipped with. If you want to get as many sales conversions as possible, you should not overlook doing this. Whether you are creating a logo, designing graphics, or writing messages, make sure it will all look easily discernible and eye-catching on a small device.
Going along with this is the suggestion of either having captioning or strong visuals in your videos. You already know how the sound in videos on platforms like Instagram is usually disabled. The videos that are the most likely to still capture your attention are the ones that have one of these, or both.
While you may want people to get the full widescreen experience of your brand, the reality is that people have downsized their screens. They will probably never even see your e-commerce site on anything larger than a smartphone. Therefore, you should make sure all your branding can be seen clearly and is memorable.
You should avoid feeling overwhelmed with all the work you need to put into branding for your e-commerce business. Take it slow and make sure you put a great deal of effort into getting your branding right. After all, the last thing you want to do is confuse your audience by suddenly changing your logo and other branding elements.
If you are like most entrepreneurs, you are starting with a small budget. This means you will develop your brand slower than companies that are flush with cash. While you cannot do everything all at the same time, you can focus on one element of your branding and do it as best as you can. From there, you can move onto another element, followed by another, and then another.