Consistently get creative, to win at eCommerce

Consistency is your king and queen.

Why? Because as a prospective buyer’s journey twists and turns, your brand needs to stand out, and consistent messaging might just nail it for you.

Chances are if a prospect has found you, they are interested in what you have to offer. But converting them to a paying customer isn’t always easy. There has been mountains of research done on the buyer journey – how, why and what consumers buy is a fascinating subject, and much of it comes down to human psychology. This is your opportunity to tap into that.

In the immortal words of Simon Sinek, ‘people don’t buy what you do, they buy why you do it’. Buyers want to know who you are as a business and what you stand for. Brands that leave a strong impression, and often get customers to part with their hard-earned cash, are the ones who have crafted a consistent message and visual identity that has stuck with them.

Trust the process

But what does it mean?

Consistency is the act of always behaving or performing in a similar way. As an eCommerce brand, to be sustainable you want to be in it for the long haul. Customers are fickle; they quite easily jump from one brand to another if they see a better opportunity. But that’s why consistency works so well. Remaining true to who you are makes your brand trustworthy – a crucial aspect for potential buyers.

Why does consistency work so well?

Messaging matters. For one, it makes your brand easily recognisable. By using consistent messaging, over time you will become known for what you do which makes attracting and retaining customers that much easier.

Recently, Dunkin’ Donuts rebranded to ‘Dunkin’’, removing ‘donuts’ from its name altogether.

Why?
Because the brand no longer requires the actual word ‘donuts’ to resonate with its customers. And that famous typeface and the unapologetic orange and pink colour way are so easy to recognise, that they could change the name without losing any recognition.

It’s a clear, and successful, example of how brands can update their visuals and name while staying true to their heritage.

Sticking with the food theme, another great example of a rebrand is Burger King, which modernised its visual identity for the modern age.

By diving deep into the aspects it’s well-known for, Burger King could switch up its branding to a simple and fun design that pays homage to its history and sticks to its message - fresh, delicious, flame-grilled food.

Keeping the attention of your audience is key. To be memorable, you need a strong and consistent creative strategy that echoes your values as a business. Figure out what makes you, you and say it loud and proud.