5 Tips to Improve Your eCommerce Brand Identity in a Noisy Economy
Today’s digital landscape is more fragmented than ever!
Competition across industries and niches is more fierce than ever.
While eCommerce brands of all sizes are struggling to find their niche and expand, a small but growing number of retailers are finding success by focusing on their brand identity as much as their product identity.
Finding your brand in a world saturated with logos, taglines, mascots, and other visual identifiers can be challenging.
To make things more difficult, if you have an eCommerce business or any type of business that relies heavily on visuals (such as an apparel company), then finding a way to stand out without sacrificing clarity is even trickier.
That doesn’t mean it can’t be done with some targeted efforts toward improving your brand identity across all areas of your business — from logo to website.
Here are 5 quick tips to improve your eCommerce brand identity in a noisy economy:
1. Be Consistent
For a brand to make any kind of mark in the marketplace, it must be consistent.
If consumers can’t find the same logo or images on your website, social media, packaging, and product descriptions, then your brand is likely to fall flat.
In terms of fonts, colors, and logos, the easiest way to be consistent is to create a style guide.
A style guide is a document that outlines the parameters for how your brand will look and feel, down to font choices, designs, and color schemes.
Some companies even have style guides for things like employee uniforms, promotional materials, and merchandise.
2. Strategic Positioning
Second, it’s important to understand your strategic positioning.
This is essentially how your brand fits into two key niches: your industry and your target customer base.
It’s crucial to understand who you’re marketing to. And the best way to do that is by conducting thorough research.
It’s easy to get caught up in the competitive aspect of your industry, but it’s important not to lose sight of the needs of your customers.
When you identify the problems your customers are experiencing, you can begin to brainstorm ways to solve them with your product.
Understanding your strategic positioning will also help you to identify the best ways to communicate your brand identity to your target customers.
3. Don’t Be Afraid of Color
Many brands, especially those that sell more conservative or formal merchandise, are afraid to embrace color.
However, studies show that using a lot of color in your website design or branding strategy can increase the odds that consumers will click on your ads by as much as 20%. Even those brands that sell more casual or fun merchandise can benefit greatly by incorporating a bold color scheme.
This can be as simple as adding a splash of red or yellow to a product photo or choosing a color scheme that complements the imagery in your logo.
The good news is that many eCommerce software platforms allow you to use a variety of color schemes and even upload custom logos.
Some even let you use your own custom fonts!
4. Form Partnerships with Influencers
Though it’s not an exact science, it’s possible to measure the impact of influencers on your eCommerce brand identity.
A study published in the Journal of Marketing Communications found that approximately 50% of people who follow a brand on social media will make a purchase.
And, those who follow a brand on Instagram are three times more likely to make a purchase than those on Facebook.
If your brand has benefited from a loyal following on one or more social media platforms, consider forming a partnership with one or more of those influencers.
This can be as simple as asking one of your most engaged fans to share a product or linking back to your website.
5. Commit to a Single Product
Again, not every product you offer needs to have a clear visual representation.
But, if you have a product, or even a handful of products, that you want people to associate with your brand, then you need to commit to those items.
Make sure to feature those products in all of your marketing materials and include them in your website design.
If you sell clothing online, then have your website show off one or two popular items and use those products in your social media posts.
If you sell food products, then have your website and printed materials focus on one of your most popular products.
And, don’t just stick the item in the background.
Feature the product prominently, in both photos and text.
Branding isn’t a quick fix.
It’s a slow and steady process that takes time to build steam.
However, by incorporating these tips for improving your eCommerce brand identity, you can give your brand the boost it needs to break through the noise and into the minds of consumers.
Now, it’s time to put your brand identity into action.
Are you ready to start building your brand with the help from Social Media?
If so, then keep reading to learn more about the many ways that you can use branding to improve your eCommerce business.