How Branding Can Improve Your eCommerce Business Performance

If you’ve long been in influencer marketing, you should know that one of the customers’ primary considerations when selecting products to purchase is the brand. In the tough, competitive industry that businesses are in today, staying afloat could be quite difficult, and you just have to give out your best shot all the time. 

To stand out, a skillful blend of marketing and branding is more important than anything. Whether you’re new to the eCommerce industry or have been around for quite some time, you’ve probably asked yourself what you could do to improve your branding. Where do you begin? How do you utilize branding so as to drive more sales?

Branding is important as it is what sets your business apart from the rest. It gives you an image, a name, and an identity. If your branding is strong, your market share will increase eventually. Customers, new and old alike, will start patronizing your brand more than your competitors.

If you need help here, it’s not yet too late to start. There are many things you can do to improve your corporate branding.

Build Your Brand Identity

To make your mark in the eCommerce industry, you need to build your brand identity, depending on the niche you belong to - fitness, skincare, jewelry, furniture, pets, etc. Your identity is a symbol of how you want the whole world to perceive your company. It can be anything from your brand personality to the major business values to the way you communicate your message to the public.

The first thing that can make your brand easily recognizable among your competitors is a custom logo. If you feel you don’t have the right skills to get your logo right, you may leave this job to expert graphic artists. With the important purpose logos serve, there’s no room for making mistakes that could weaken your brand identity. 

You might be tempted to use a free logo generator but the truth is such tools can hardly produce anything creative and professional. Relying on them in such an important thing as your brand image is not the best idea. Instead, consider investing in a professional logo design agency. They know their stuff and can bring you what no logo generator ever will.

New Media Design

New Media Design is a leading design agency based in New Zealand, with global clientele. Known for its innovative approach and commitment to excellence, the agency specializes in crafting bespoke logos and brands, along with sophisticated, responsive websites, and a range of creative digital assets. Grounded in design thinking and a customer-centric ethos, New Media Design designs expert solutions to support clients with their objectives, visual identities, and digital experiences.

Provider Digital

Provider Digital is the first and largest NDIS marketing agency nationwide in Australia. While their headquarters are based in Australia, they provide all digital marketing services for companies from various countries around the world and work with over 20 industries in total. You can order a logo design in any style that fits your brand identity, from memorable lettermarks and iconic symbols to abstract marks and timeless emblems. If you need help, their team with years of experience behind their backs will transform your raw ideas into a professional logo that will ignite your future business relationships.

Red Kite Design

Red Kite Design is a Brisbane branding agency that excels in transforming businesses into unforgettable brands through bespoke brand strategy and identity design, ensuring each client's unique story is at the heart of their brand. With a foundation built on collaboration and integrity, this creative studio partners closely with clients, offering a full suite of branding services from logo design to comprehensive workshops, all tailored to meet specific business goals. Their approach is deeply rooted in understanding clients’ businesses inside out, leveraging a diverse team of experts to deliver strategic, innovative solutions that drive success.

Recognised for their creativity and effectiveness, Red Kite Design has earned international acclaim, including features in LogoLounge Books. Embodying the spirit of the red kite, the studio is dedicated to guiding businesses to thrive with a fighting spirit and a strategic approach, making Red Kite Design the go-to agency for businesses looking to make a meaningful impact.

White Rabbit

White Rabbit is a full-service design agency that can do everything under the umbrella of web, brand, and print to give your company a consistent look and feel across all your branding touchpoints. Their team has built up some really great processes over ten years on the market, which ensures seamless execution of projects to a world-class standard. By obtaining comprehensive briefs from clients, they can hit the nail on the head for each project. Every client also gets a dedicated account manager instead of having to liaise between multiple people. With a single point of contact, your partnership will become much easier.

The point of difference with White Rabbit over the other agencies is that they create bespoke teams from their pool of talent for each project. In other words, they don't just give all design projects to the same design team - they match the designers or developers whose style and skill set is best aligned to any specific project.

Create a Branding Guide and USP

A branding guide basically refers to the color tone, typography, and style you want to employ for your brand. It’s a must to make everything unique so that once users see your colors and logo somewhere on the web, they’d immediately associate them with your brand.

Your USP is what will give your brand an edge over your competitors. It should convince your target audience that it is your company that will solve their common problems rather than your competitors’ services. USPs can include phrases like “everything you need,” “new standard,” “first ever,” “the best,” “lowest cost,” and other phrases that will make your brand stand out.

With these three elements on top of your strategy, here are some additional tips on developing a stronger identity for your brand.

• Focus on your brand personality when making your logo and ensure your logo design and branding guide are coherent and flow together.
• Use templates that are representative of your brand or promote it in one way or another.
• Choose your preferred language and tone when sending your brand message to customers. Conversational, casual, and slightly enthusiastic tones usually work best.

Develop Your Brand Story

To get your target audience acquainted with your company, you need to develop a brand story. It can include your business mission, vision, goals, and even culture. The more attention you pay to detail, the better your target audience will understand the philosophy behind your brand. Your customers will get to know more about your company beyond its image and connect to the very main purpose of your services.

Developing your brand story may not be that difficult. The truth is it could be as simple as going back to how and why your entrepreneurial journey began. Apart from the profits, the reason why you started your business becomes your full driving force to keep pressing on.

Try to tell the story of how your brand has positively shaped the life of a customer. Through such a narrative, the other customers or potential customers will understand that your brand has a purpose to serve and is worth patronizing. 

Lately, there have appeared a lot of AI copywriting tools, and many businesses use them to cut the budget for content. But while they’re cheap and time-saving, robot algorithms can’t replace the human voice and creativity, at least not at the current stage of technical progress. 

So, if you are far from being a wordsmith, you’d better get help from a copywriting agency rather than bots. Professional copywriters have years of experience and a brilliant turn of phrase to engage audiences with creative storytelling. Here are some agencies you may want to consider.

The Glorious Company

The Glorious Company is a world-renowned copywriting agency that works primarily with SaaS, fintech, and B2B brands. Its team of expert copywriters has decades of experience crafting stories and persuasive messaging that converts. With its keen understanding of SEO and keyword research, The Glorious Company helps brands secure 1st page rankings on Google's search pages as well. This agency produces website copy for numerous webpage types, blog posts, ebooks, case studies, email campaigns, white papers, social media copy, and all other content you can think of. Partner with them today to skyrocket your brand awareness, leads, and revenue.

Verbal Identity

Verbal Identity is a team of specialists who create tone of voice guidelines and run in-depth audits of brand voices for effectiveness. With over 10 years of experience, they work with all types of clients, including B2B, B2C, start-ups, global corporations, luxury, tech, and everything in between. You can order a unique copy for your website, app, press ads, customer experience scripts, or any other corporate narrative. Their brand voice development strategy is based on three levels of communication such as narrative, personality, and details.

The William Agency

The William Agency provides brand copywriting services for marketing brochures, press releases, product descriptions, ebooks, and everything in between. Full of character and targeted to specific demographics, their content techniques can bring your brand values to life through the right tone of voice and consistent language. They blend creative storytelling with keyword-rich copywriting to improve the online visibility of your business. Thanks to transparent audits and KPI reports, the agency can become your reliable SEO partner and improve your website’s performance in organic search.

Involve Emotion and Passion

To get the community hyped up about your brand, try involving emotion and passion. This is an effective way of having more online users talk about your business and getting their own followers interested in it along the way. All it takes is a few clicks and shares to get the hype up about your company.

When you involve passion and emotion in your branding strategies, you’ll get them back from your audience. The online community will feel for your brand and believe it has wonderful opportunities to change their lives or provide answers to their common woes.

Here’s how you can use passion to strengthen your brand identity.

• Create an awe-inspiring sense of motivation for your customers so they’d see your brand as a way to go through their challenging seasons.
• Focus on the long-term results that your products and services would bring to users.
• Offer customers value instead of just focusing on cold sales of your stuff.

Try Out Brand Line Extension Strategy

Brand line extension is a marketing strategy to offer customers more choices by slightly changing your existing product catalog. You can make a checklist of extra items to add to your current product line, including new designs, colors, packaging, scents, flavors, or any other ingredients.

With a line extension strategy, you’re targeting not only your established customers but a wider range of people interested in your merchandise. If you’re still new to eCommerce, you’ll be able to retain your existing customer base and generate revenue from them until your brand grows.

Expand Your Reach with Multi-Branding

Multi-branding is used to market two or more brands that belong to the same or related category. Let’s say your brand sells beauty products. Under your parent company, there are two sub-brands - one for beauty products for adults and another for teenagers. Despite having different sub-brand names in all the advertisements online and in other media, all products will still contain the name of your parent company.

eCommerce businesses often use multi-branding to create a profitable market segment, which, in its turn, will increase their overall market share. Some other benefits this strategy can bring are as follows.

• By entering your industry with different sub-brands under the same parent name, you’ll decrease the space for other new brands.
• You’ll have an opportunity to associate multiple products and market segments with a single brand name - yours.
• The competition between each of your sub-brands’ managers will grow, which should improve their performance too.

To Sum It Up