Are you effectively branding your ecommerce business? If you are like many people, the concept of a “brand” is probably difficult to understand. If you have a favorite store (other than your own, of course) think about what you automatically associate with it when you hear its name.
Of course, the real question is, what is the brand perception that your customers have of your store?
Think of bulk warehouse stores like Costco or Sam’s Club, and you’ll likely think of the phrase “bulk shopping at wholesale prices.” What you see is what you get when you visit these stores, from the large quantities of the items to the oversized shopping carts and warehouse-like atmosphere and minimal décor.
On the other hand, a store like The House Of Bijan Boutique, dubbed “the most expensive store in the world,” located in Beverly Hills and containing pricey goods available for perusal by exclusive appointment only, conjures up some very different images and associations in the minds of the average consumer. Both have effective branding strategies and both, incidentally, also promote and sell products online. Actually, Costco and Sam’s Club sell their products online. Bijan, once again, requires an appointment to purchase, but anyone can look at a select sampling of their products for free.
Regardless of the size of your ecommerce business, developing a brand is crucial. A brand is designed to convey several key things, including:
Personality
Is your company perceived as friendly and outgoing, or anti-social and austere? Either way, your attitude towards customer service plays a big part in this perception. A unique, social personality that engages directly with customers will generate a receptive, more loyal customer base than a bland, inaccessible personality. Guess which corporate personality will also boost marketing campaigns? (Hint, it isn’t the second example)
Loyalty
Your brand should convey loyalty to your customers, while encouraging their loyalty to you at the same time. A strong brand identity leads to brand recognition, and reinforces the purchasing choices that a consumer makes.
Relevancy
Is your product or service relevant? Your brand should reinforce the idea that it is very relevant to the lives of your customers. Identifying your target demographic is one of the best ways to market the products in your ecommerce store effectively, while building brand recognition at the same time.
Trust
Do your customers trust you? Does your brand, and do the attitudes of your company convey trust? If the answer to any of these questions is “no,” it is time to re-evaluate your branding and marketing strategies. In the ecommerce industry, where shoppers don’t have the ability to examine products by hand, try them on, or test them out before purchasing them, consumer trust is crucial.
A strong ecommerce brand won’t make it easier for your customers to navigate your site, add products, reach you if they have a question, or perform any other actions on your site. However, if a customer does experience a problem and become frustrated, a strong brand reputation can go a long way towards inspiring consumer confidence that the problem will be resolved, and can help prevent them from automatically abandoning their cart and clicking away to another site as well.
Miva