The reason I like to post on this topic is because of its importance: Namely, that creating a brand identity is essential to business success, particularly for an online store.
Building an ecommerce brand that reflects personality allows you to set yourself apart in a memorable way. That is to say, as your brand becomes recognized it can lead to increased sales, return customers, and word of mouth referrals.
The articles I’m highlighting here go into more detail on building an ecommerce brand and are worth a full read. However, for the purpose of this short blog post, I’ve chosen just a key aspect from each one.
“Keep in mind who exactly you are trying to reach”
Brand strategist Sonia Gregory points out how determining the right target audience is an important first step:
The foundation for building your brand is to determine the target audience that you’ll be focusing on. You can’t be everything to everyone, right? When brand building, keep in mind who exactly you are trying to reach. You’ll tailor your mission and message to meet their exact needs. The key is to get specific. Figure out detailed behaviors and lifestyle of your consumers.
“Build authentic relationships with customers”
Ecommerce expert William Harris explains why building trust is essential:
Online shoppers can’t meet you and assess your business in-person, so you have to digitally nurture your relationship with buyers to gain their trust. Creating online buzz around your products and industry builds the authentic feel you need around your brand. Generating your own industry-specific content, such as blog posts, provides buyers with value that encourages their trust.
“People like to hear a story behind the products they buy”
Consultant Nancy Rubin notes how important it is to have an emotional connection with your target audience:
If you want others to share your story, you have to give them a reason to do so. Tell them your story and engage with them on an emotional level. By giving customers a strong “why” you will provide them with something to believe in. Try to answer these questions: How did you start your business and why? What are your values? What makes you different from your competitors?
At its core, the key to building an ecommerce brand that stands out is transparency and consistency, and, even more important, the knowledge that both take heart to achieve.
Perhaps Rubin sums it up best. “Get them to fall in love not only with your products but your brand as well.”
What are your thoughts on this topic? Please feel free to leave a comment below!
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