Whether it’s groceries, clothing, or electronics, customers buy increasingly from ecommerce stores, which presents a huge opportunity for savvy ecommerce brands. But many people only buy from recognized brand names and ignore the rest. That’s why building a recognizable ecommerce brand plays such a crucial role in improving the chances of ecommerce business success.
In this article, we will take you through just why branding is so important in the world of ecommerce, and the steps to take in leveling up your ecommerce brand.
What is an ecommerce brand?
Your ecommerce brand is not just your logo, brand name, and catchy tagline, but it’s how people perceive and talk about your business and your business’s personality. It’s the impression left on people by an ecommerce company they’ve interacted with, directly or indirectly. It’s the unmistakable, unique personality of a business, the first thing that comes to mind when people hear your business’s name.
Why building an ecommerce brand is important?
Building an ecommerce brand is crucial for business growth. Strong branding means customers often pick you over the competition, giving you a competitive advantage. In fact, according to a survey we at 99designs by Vista conducted, the majority of small business owners (86%) believe branding is important to their overall business success, with 84% saying that their visual branding helps attract new customers and 88% accrediting their branding with building customer trust1.
Strong branding can lead to sustainable growth: once customers start to recognize and prefer your brand, they are more likely to become loyal customers and stick with you over the long haul. It’s no surprise then that the same survey found that 78% of small business owners claim their visual branding significantly impacts their revenue growth. People trust well-branded ecommerce websites and support them even during difficult times.
Integrating the four V’s into your ecommerce brand
To discover and articulate your ecommerce brand, you must do some digging. Your company branding rests on four pillars:
1. Vision
For your company to be attractive to consumers, a clear vision must guide it. Vision is what your brand works to achieve, dollars aside. It’s impactful, not monetary.
How do you discover your vision? Try revisiting your company’s origins and dig into your history to find out what inspired its founder to form it. Why did you create your product in the first place, beyond profit? Go beyond transactions and think about what you want people to think or feel long after they’ve used your product.
2. Values
Values are what is dear to you and your audience. Your values guide your organization and inform everything you do, and how you do it.
To nail your values, answer these 3 questions:
- What are customers saying about you? Sift through customer reviews or survey your audience to see what you are doing well.
- What are your top three priorities? This question forces you to pinpoint what’s important to you.
- What are your favorite brands doing? Probe brands you love because what they are doing echoes in your heart. You identify with them because you share their values.
3. Voice
Just as people have distinct, recognizable voices, your company also has a voice. Brand voice is how your company comes across when you talk to your audience. Depending on your industry and goals, you could be:
- Funny and playful
- Helpful and supportive
- Authoritative
- Sophisticated
- Warm and friendly
Your voice must be memorable and consistent, so you don’t confuse your target audience. Voice makes you recognizable and humanizes your brand.
4. Visuals
Brand visuals are the visible symbols associated with your organization. Here are three visual parts of a brand identity.
Logo
Your logo design is a unique mark or image that’s the face of your brand.
Basically, there are seven types of logos.
The most common logo types are the Wordmark and Lettermark, primarily featuring the company name, for example, Coca-Cola or NASA.
