Creating a Brand for Your Ecommerce Business
Posted May 2, 2017 by Allison Steele in Branding, eCommerce Website
One of the most important parts of building an ecommerce business is creating a strong brand that will resonate with your audience and stand the test of time. A brand is more than just a logo. It is the full identity and make-up of who your brand represents.
Brand is Important.
A brand is important because gives the business a common goal and focus around selling product. You want your brand to help you stand out from the rest of the competition and provide a competitive advantage on to why consumers should buy from you. Studies show that a customer will always purchase from the brand they like and relate to the most.
So What is a Brand?
Seth Godin says “A brand is a set of expectations, memories, stories, and relationships that, taken together, account for a customer’s decision to choose one service over another.”
When most people think of a brand, they think of the most iconic representation for the business and that is the logo. Yes, the logo does act as the main component of the visual identity, but in the big picture of what makes up a brand, a logo is one very small part.
When we create a brand for an ecommerce site, we provide the following assets:
- Why Statement
- Key Messaging
- Audience Personas
- Color Palette
- Website CTA Button Styles & Rules
- Website CSS Stylesheet
- Website Banner Rules / Layout
Let’s break these down further and explain how they take part in creating the overall brand experience.
We like to start with the WHY because people don’t buy what you do, they buy why you do it. When your brand’s WHY is authentic, and consumers truly believe in it, it is then that your brand will deepen their loyalty and will follow you no matter WHAT you do.
Key messaging is simple, memorable phrases or thoughts that you want your audience to remember and react to. It is used as the essence within all your writing, and serves to keep your writing on track with what you want your audience to know and remember about you. Your content and communication should always be in alignment with your key messages. They are crafted to highlight your unique selling propositions, target your audiences, support your mission and should have an active voice to encourage action.
Who are we speaking to? Who is going to love our brand and buy our products? What does that person look like? What are their fear, concerns and motivations for buying your product? Knowing who the brand needs to speak to and sell to, makes it easier to connect to the audience and continue building a brand that they will fall in love with.
The logo is the true mark and visual identity of the brand. A logo needs to be strong, iconic and clearly represents your brand as well as sets the stage for all other visual elements.
Colors drive emotions and communicate different meanings. Your brand’s color palette should create a connection between consumers and your brand. Generally, the palette includes five different colors that can be used throughout the website. Providing hex code, CMYK and RGB values ensures that there are no major differences in the colors that are used across different mediums like print versus web.
Although it seems like a smaller element, the font of your eCommerce website should be carefully selected to match the overall brand identity. Typically, a brand has 2-3 main fonts and those fonts are used for consistency. Identifying which fonts looks best for headings and what look before for paragraph styles helps create rules that can be carried through all digital elements.
Ecommerce Website Rules
Lastly, you want to establish rules for how your brand elements are used throughout your ecommerce website. This helps create consistency throughout the entire brand. Defining rules of what the main Call-to-Action button styles looks like and when/how they should be used helps give the customer a clean path for conversion. If all headings and paragraph styles are consistent throughout the site and other supporting collateral, it allows for the best user experience.
Every interaction with your customers brings the opportunity to improve your brand in their eyes. Referring back to your brand pillars can help you keep your brand consistent and help you respond appropriately in every situation.
Finally, branding is hardly a one time action or process, it’s constant and ongoing. Make sure you revisit your brand every six months or so to make sure it still reflects your audience and the message you want to portray.