Why having a clear brand strategy and identity is key for your e-commerce business.
What is the first thing that pops into your head when you think of branding? A logo, colour or font? While these aspects are absolutely important, your brand is more than that. It’s the customer experience you provide, the philosophy you embrace and the culture that runs throughout – it’s everything that makes your business unique.
““With nearly 600,000 [e-comm stores] in the UK alone, your brand sets you apart””
Having a clear brand strategy and identity is especially vital to your eCommerce business – with nearly 600,000 in the UK alone, your brand sets you apart and persuades customers to choose you. Customers need convincing to buy from you over your competitors, so you need to highlight your distinguishing features and key benefits – your USPs.
How do you build a brand identity?
Be authentic
88 per cent of consumers value authenticity when deciding what brands they like and support. Your customers want you to be honest about who you are and what you do. How do you demonstrate your authenticity? By having values consumers can relate to and resonate with and being honest and transparent in your messaging at different points through their customer journey.
By being consistent
What makes a brand instantly recognisable? A consistent identity. Think of Nike, not only is it easily identified from its swoosh and ‘just do it’ strap-line, its mission – to inspire the world’s athletes – is clear in everything it does. So, from your web design to your graphic assets, be take a leaf out of Nike’s book and make sure your entire visual identity is consistent.
By having a clear tone of voice
According to a survey, 46 per cent of consumers will pay more to brands they trust. How do you generate trust? By having a clear tone of voice. Not only will it help you to connect with your customers, but it will also build credibility and authority, making you more approachable in the eyes of your consumers and ultimately giving them the confidence to buy from you.
By being well positioned
If you’re not hanging out where your target audience is, you’ll find it difficult to build a loyal customer base. Brand positioning is crucial, so take the time to find out where they are – what social channels are they using, where do they spend their money? Understand where your customers are and where you can take them. Then use this information to direct your creative strategy.
With a strategy and identity, you can control your brand messaging and build those all-important connections with your customers that will ultimately mean they choose you when making a purchase.
If you’re launching, re-branding or campaign planning for direct to consumer e-commerce and want to deliver results for with brand creative, get in touch.
