71% of consumers are more likely to purchase a product or service from a name they recognize. As a business owner, you know that building an ecommerce business also means taking the time to carefully devise a branding strategy.
Whether your ecommerce store is well-established or just starting out, your brand represents everything your customers can expect from doing business with you. It’s not just a matter of brand recognition, but a matter of evoking specific emotions about your company and what it has to offer.
The keys to building your ecommerce brand include:
- Identifying your target audience
- Defining your mission
- Developing your company’s voice
- Committing to a theme - this includes your color palette and typography choices
- Designing your visual and audio cues
Looking for guidance specific to you and your business? Speak with one of our ecommerce marketing specialists!
1. Identify Your Target Audience
Before you commit to the details of your brand, you should take a moment to make sure you understand who you’re talking to. This is something you already do when you’re writing your blog posts, sharing on social media, and implementing ad campaigns.
Consider the following details about your customers:
- Their primary demographics like age, gender, income, education level, occupation and geographical location
- Their values (it’s likely they match the values you’ve outlined for your company)
- Their interests and lifestyles
You can find much of this is information on Google Analytics which we’ll get into next!
How to Find Details About Your Target Audience on Google Analytics
To find out some demographic information about the customers who interact most with your site, navigate to the “Audience” tab, click on “Demographics”, and click on “Overview” to see a summary of the age groups and genders of customers who visit your website.
What can be learned from this? Understanding who frequents your website can help you tailor how you design your site, what language you use to communicate with your customers, and how to best coordinate your efforts.
You can also delve into the details of their common interests. Simply click on the “Audience” tab, scroll down to “Interests”, and then select “Overview.” In the “Affinity Categories” section, you’ll see interests belonging to customers who have already visited your site. This is great for building brand awareness because—assuming their search intent is accurate—your product or service appealed to them enough to result in a visit to your site.
The In-Market Segment includes those site visitors who—in their browsing process—visited pages on your site that indicate they have an intent to purchase.
The “Other Category” section aggregates users according to their other browsing habits. This helps you see customers whose search inquiries are indirectly related to your product or service. You might have the answer or solution to their question, but they’re not aware of your brand just yet.
2. Define Your Mission
Think of your favorite place to shop, buy pizza, or purchase groceries. The names that come to mind also evoke thoughts of your prior experiences with that business. You remember whether the establishment was clean, whether you’ve had a positive or negative customer service experience, and you likely just considered whether you will revisit that store for future purchases. All of these thoughts are linked to that company’s branding.
Go back to your company’s foundations and consider:
- What was the goal or the problem you wanted to solve with your service or product? Here are some examples:
- To create environmentally friendly options
- To offer a product or service that’s better than what’s already out there
- To increase accessibility or affordability
- Great customer service
- Fast shipping
- Easy to use website
- Responsive to questions
- Knowledgeable in your industry
- We know it’s hard, but positive and negative feedback helps us all improve what we do. Time to dig through those social media comments and reviews.
- This might open your eyes to ideas you haven’t yet considered.
Once you’ve answered these questions, it’ll be easier to pinpoint what you want your overarching message to be and what you want customers to think of when they see your logo or hear your name.
3. Develop Your Company’s Voice
Your voice is the personality behind your brand. Depending on your product or service, your voice can take on a number of different tones.
Your company’s voice can be:
- Informative and sophisticated - like this Facebook post by Textedly
- Playful and down-to-earth - like this post by 4Knines
- Authoritative - like this example from The Art of Coaching Volleyball
Regardless of which voice you go with, the most important piece is to maintain a sense of professionalism and respect in your communication with your customers.
For a more comprehensive breakdown, check out our post on how to create a brand voice.
4. Commit to a Theme
The key word here is commit. Once you decide on your color palette and font, it’s a good idea to stick to them (unless there’s a good reason not to—like it’s affecting the readability).
Take Reese’s peanut butter cups for example. Their highly recognizable branding is successful largely because it hasn’t really changed since its inception. They’ve changed the chocolates themselves and marketed different shapes, sizes, and tackled fun marketing campaigns, but their image has stayed mostly the same.
When selecting your color palette keep in mind that colors can evoke emotional responses; in other words, there is such a thing as color psychology.
- Red: energy, danger, strength, power, passion
- Green: growth, freshness, harmony
- Blue: peace, tranquility, order, serenity
- Brown: dependability, stability, resilience
- Orange: sunshine, joy, energy, happiness
- Yellow: warmth, intellect, cheerfulness
- Purple: royalty, power, nobility, luxury, ambition
- Pink: gentle, calming, youth, nurturing, kindness
- White: goodness, safety, cleanliness, purity
- Black: power, elegance, mystery, formality, darkness
5. Design Your Visual and Audio Cues
Yes, this is where your logo comes in—though, visual cues can also mean arrows and other indicators on your website that highlight interactive parts of your webpage. For now, let’s stick with crafting an amazing logo.
Some important tips to remember when making your logo include:
- Using the space efficiently - don’t cram and don’t leave too much white space.
Here is a great example from a fitness equipment brand, YBell
- Experiment with your letters.
This is an example by The Art of Coaching Volleyball. Their focus is on providing coaching information through written and video resources. This is evident in their creative take on the letters “a” and “o” in their logo.
- Make sure it’s readable
This is a great example of a logo that is also the company name. It’s clean, simple, and easy to read.
- Contrast your colors enough that they will stand out on your website and/or your product labels
Here is an example from a cloud-based banking platform called Blend. Blue and white is a classic color combination that is both easy to read and visually attractive:
Have you ever repeated a commercial because it was catchy or found yourself humming a company’s theme music? That’s all intentional and you can do it for your brand too!
If you’re curating social media content with videos, starting and ending each video with a unique sound or catch-phrase is one way to build how people identify your brand. You can do this with podcasts, ads, Facebook and Instagram stories, YouTube videos, and anywhere else you share media that contains audio.
Whether it’s a simple “snap,” “swoosh,” “ping,” a unique phrase you say, or a complete soundtrack, the audio you consistently attach to your media becomes associated with your brand. It’s the same logic behind why we can tell the difference between an incoming email, a Facebook notification, or any number of things just by the sound our phone makes. Your business can be identified whenever a specific sound is played, even without saying your name or displaying your logo.
Developing a brand is hard work but, here at Human, we live and breathe all things marketing and branding! If you’re ready to get the most out of your branding strategy, connect with one of our ecommerce marketing specialists today!