Think about your friends, families or coworkers for a minute. If someone asked you to match up people you know with different descriptors — like funny, upbeat, cynical, understanding, outgoing, shy or etc. — you’d probably be able to do it without even having to think too hard.
ecommerce branding in action
Everyone you know has a distinct personality they’ve cultivated and communicated throughout their lives. Ecommerce brands do, too. At least, they should if they’re taking full advantage of the power of branding.
Want to know more about ecommerce branding in action? Keep reading.
Happiness & Other Ecommerce Brand Ideas
According to a recent AdWeek article, ecommerce brands Packed Party and ban.do are successfully using fun and happiness to sell products. More specifically, these brands stand out as examples of companies able to “target a consumer base that wants relatability and happiness sold to them in the form of planners, clothes, stickers and more.”
This demonstrates a few things about these two brands. First of all, they know their audience: who’s buying and what this subset of online shoppers wants. Second of all, these businesses continue to successfully convey their brand values through the aesthetics and marketing they put out into the world.
Look at the social media presence of these brands and you’ll see elements like bright pops of color, relatable taglines, cute natural patterns, smiling models and covetable lifestyle snapshots. The Instagram bio for ban.do puts it very straightforwardly: “We exist to help you be your best and we encourage joy.” Packed Party invites each visitor to “Make your life a party with our products.”
Thus, shoppers feel they’re buying much more than a summer tote bag, a new notebook or a pajama set. They’re investing in their own little slice of happiness with each purchase. Such is the power of branding. The best ecommerce stores all sell an idea.
Tips for Branding Your Ecommerce Store
The nature of the brand of your online store should vary according to your product lineup, of course. The most important thing is promoting a brand personality in harmony with your inventory and your website—one that makes people want to buy whatever you’re selling and become a loyal customer for life.
Here’s a checklist for amplifying your company’s brand to help shoppers see what you’re all about:
- Design a logo using Shopify or another free logo creator, one that sums up your company at a glance.
- Choose a color palette fitting for your brand, highlighting calls to action in a highly visible complementary color.
- Develop a consistent brand voice across your website, emails, social media pages and customer service communications.
- Settle on typography that meshes well with your brand voice.
- Tell your brand’s story to help customers feel they know — and remember — your company.
Perhaps the most important foundation of any ecommerce brand is its unique selling proposition (USP). This is the characteristic or feature differentiating your brand from competitors.
Picture a customer telling a friend about your company. What would they say? With any luck, your USP is noteworthy enough to remain top-of-mind for buyers. For instance, an outdoor enthusiast might recommend their friend check out your store’s line of camping gear because your USP is specializing in rugged products that last and last backed by a very generous return policy and great warranties. Your brand will be much stronger when your USP successfully adds that “x factor” to the equation.
Fun and happiness can certainly sell products. So can other brand identities. The key is to build a brand for your ecommerce store that boosts customer loyalty and sets your website apart.