By Chris on Sep 13, 2018 11:00:00 AM
How do you see your business? What does your store represent? What do you stand for, as a company? One of the most critical elements of building an eCommerce market is growing a longstanding and attractive brand.
You must know that your brand is a branch of your eCommerce, though it reflects you and your company’s image.
Accordingly, we recommend you to pay attention to the message you plan to deliver to your target audience (be precise as to what type of audience will find interest in your goods).
Before getting deep into it, what exactly is a brand?
Seth Godin holds that a brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.
Branding is a personal thing; it begins with the story you want to tell and turns into the story other people say when they are talking about your company to others. It isn’t just a logo - it’s the whole interplay that someone has with your firm.
You can’t completely determine your brand, but you can influence it in several ways: Through your customer service, products, your community outreach, your social media, your website design, your employees, among others.
Your brand should picture what you want to see in the world! The solution your business promises to deliver to its customers.
Now that you know what a brand means, let's jump into some musts you should know to take branding to a higher level:
FIRST. Controllable brand elements
- Brand persona
Basically: the personality of your brand.
A brand persona consists of traits, attitudes, and values that you contribute to your brand and, also, on the personality in which you will deliver your consumer experience. In other words, something to which the customer can relate.
Bear in mind that buyers are more likely to acquire a brand if the brand’s persona is similar to them.
Believe it or not, a brand persona can affect whether a visitor clicks a button, fills out a form or makes a purchase.
Your brand persona is omnipresent - from your policies and the way you communicate with your customers, till your advertisement’s image and copies.
Let us give you a reverse example: the hospitality company Marriott International rebranded some years ago. One of their goals was to let go of "the old lady that sits in the hall". This was the exact kind of a brand persona associated with a brand, that no longer should exist!
- Brand visual assets
As the name suggests, brand visual assets are what your clients are going to perceive.
These optical components include your logo, the type of font you use, the color palette, the packaging, among others.
Think of Coca-Cola: every time you see red and white we automatically think of it. If you write your name with their logo font, somehow it might still remind you of... soda.
Visual assets say more than a thousand words!
SECOND. Uncontrollable brand elements
Uncontrollable brand elements are out of your instant and close control.
Who controls them? Not only your customers but your website visitors, people who have heard about your brand, and people who choose not to buy from your brand.
- Consumer experiences
Consumer experiences are the interplays, touchpoints, and perceptions consumers acquire towards your brand.
It's the combination of what they see, hear, and feel through all the interactions they have at any point during your brand’s existence.
You probably think that you can manage consumer’s experiences with your brand to some extent. Nevertheless, the experiences customers have with your brand belong to them.
They all have their personal conscious or unconscious methods for judging the experiences they’ve had with your brand. And if they share it on social media - for better or for worse - it will influence your branding.
- Consumer expectations
Each client has their expectations that you, sadly, have little control over.
These expectations are set by each consumer’s preconceived ideas of what brands should and shouldn’t do based on past encounters they’ve had with brands before, and each customer’s experience is different.
- What they say about your brand
What your visitors and shoppers end up telling about your brand on social media and to others is out of your immediate control.
Word of mouth and what people speak about your brand online can positively or negatively influence your business.
Even though you can do your best to deliver reasons to your customers and consumers to speak positively about your brand, you cannot manage each customer’s experience and how they'll share that experience with others.
THIRD. A name for your brand
Yeah, choosing a name might seem easy - but it can be tricky.
Some company owners are fortunate enough to be confident about their decision. However, it is not surprising to notice others struggling with the chore of coming up with an unusual business name that embraces their brand’s ethos.
So, what makes an exceptional business name?
Let's take a deep dive into how to create a unique and fabulous name for your brand:
- Step one
Write down guidelines that will act as a framework and will make this process productive. For example:
- What feelings do I want my company name to evoke in my objective audience?
- What are my firm’s priorities?
- Do I want my business name to be uncommon or something simple to remember?
- Will the length of the name affect the company? If so, what works best?
- Step two
Take some time of your day, sit down, and write down whatever comes to your mind. You never start with a blank page, though your head is already full of excellent ideas.
Write a list of keywords that have to do with your brand, team, personality, product, and services.
Trust us, something good will come up!
- Step three
Test your name and get feedback!
Choose people that are similar to your actual target customers and ask them what they think. Also, ask them to pronounce your name.
Pronunciation is crucial! A tricky spell can cost your business web searches, organic searches, verbal referrals, and both traffic and revenue.
So, to conclude, these are some of the million “must do” in branding.
Developing an exceptional brand can have an extensive impact on your company.
It combines everyone that contributes to your business and gives it, as well, a common purpose beyond selling products.
Stay in touch with us to learn more about how to craft an incredible brand!
This is the start of something big.