E-commerce Branding

By definition, e-commerce is any kind of business conducted online that can range from online shopping (Amazon), e-payments, online auctions (eBay), or internet banking. There are numerous benefits of doing business online. First of all, it eliminates the restrictions of time and distance. Also, the operations are streamlined and the costs are lower, which means that it is slowly but surely, taking the world over. Predictions estimate that by 2022, 17% of all retail profits made in the US will come from online sales. And this will continue to grow even more with the rising use of mobile phones.

Internet shoppers are becoming more and more skilled and knowledgeable. So, in order to be successful in e-commerce, you need to stand out and have a clearly defined strategy. Here are the most important points to consider.

Basic steps

Before you start building your online empire, clearly define everything that your brand stands for – values, standards, principles and your story. Branding is your power tool, so use it to get people to purchase from you and not someone else. Your story is what will attract those prospective buyers, so try to provide compelling and engaging content since emotions connect people. So share your story and give people a reason to trust you.

Make your About Us page sincere and unique. Add a Mission page clearly stating your core purpose, operations and products but also the fundamental principle that guides your organisation. A Testimonials page is an excellent feature and an opportunity for customers to share their experiences, too, and show you what they think about your organisation.

Don’t forget that most people react well to visual content so be consistent in your presentation, use the same font and size for all pages and posts. The online store itself should be well-designed, colours chosen carefully and your logo should be simple and recognisable.

Brand strategy is important

Brand strategy is one of the crucial marketing tasks that will help you find your market position, define that X factor you need in order to stand out from the crowd, narrow down your target audience and figure out loyalty techniques. Early investment in brand strategy is important and it should be done right after you start, before branching out. If this is an area where you aren’t skilled enough or don’t have the know-how, you can always consult a professional, like an expert branding agency in Melbourne or in any other bigger city in the country or wider.

Personalised customer experience

Having an online business is not just about presentation. The focus should also be on customers and their needs. In order to attract new buyers and retain the old ones, you need to form a deeper connection on an emotional level. Besides those practical things that everyone likes – easy access, checkout, navigation and various payment methods, you should also add a personal touch. For example, a live feature – a chat or Twitter account where the customers can find you and ask questions or leave comments. Since e-commerce has almost pushed out the traditional concept of an actual salesperson, this idea of a personalised service and interaction will make your customers feel involved and appreciated. In addition, if you share your gratitude and offer presents, discounts or gift certificates, their recommendations will most certainly generate more referrals and consequently, more profit.

Focus on quality

Having a unique presentation and selling proposition are great features that will distinguish you from your competitors and they will attract customers, but it will be of no use if you can’t offer a quality product. Most customers will remain loyal to your product if they can enjoy its reliable quality after every order. Include a money back guarantee, as well as the return and shipping policies. State them clearly and candidly and be realistic in terms of your capabilities regarding where and how quickly you can deliver.

Conclusion

Establishing a successful online business doesn’t happen overnight – it takes a lot of effort, research and determination. With fierce competition and ever changing customers’ tastes, it’s a difficult and challenging task. Success will come if you stay focused on developing a strong brand identity and a quality product.

David Webb is a Sydney-based business consultant and online marketing analyst. With six years of experience and a degree in online business strategies, he is driven to help people to better understand this new digital age. In his free time, David enjoys writing, travelling and an occasional night out with his friends.

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