How to build a brand that stands out in a crowded market is a common challenge for businesses of all sizes. In this blog post, we’ll provide some essential tips and strategies to help you create a successful brand that resonates with your target audience and sets you apart from the competition.
The Bureau of Labor Statistics reports, states that 843,320 new firms were founded by entrepreneurs in the year March 2021 of which 168,664 brands were expected to fail within the first two years based on past statistics.
Unfortunately, a lot of e-commerce brand owners lack the knowledge necessary to create an appealing brand.
After all, creating a brand involves more than just choosing the ideal name or design. A company’s overall perception, emotion, and reputation follow it everywhere. Your brand may elevate your business to new levels of success if it is appropriately implemented.
One of the first stages to creating a successful business is learning how to develop a brand. With 305 million startups starting to be launched each year, having a great branding approach may help you differentiate yourself from the competition.
However, without the proper knowledge, branding your business may be a time-consuming and challenging task. For any business to survive, their branding must be strong.
This comprehensive guide will be the answer for “how to build a successful eCommerce brand”.
What is a Brand?
Brand definition by Management study guide:
In a nutshell, a brand is a seller’s promise to continuously supply a unique combination of qualities, products, and services to customers. A name, label, sign, symbol, or a mix of these is used to distinguish one seller or group of sellers’ goods/services from those of competitors. McDonald’s, Zara, Armani and other well-known brands are examples.
34% of Indians choose brands based on social media influencers’ suggestions.
43% of respondents are at least checking out recommended products/services by the influencers, according to the survey by iCubewire,
The process of creating a brand tries to establish a positive reputation, generate a sense of trust, and create an emotional bond with customers.
According to a UK survey, customers are more likely to make purchases, refer friends, sign up for the loyalty program, and post favourable reviews on social media when they feel confident in the brand.
As a result, a strong and distinctive brand may distinguish between a struggling and a successful company.
How To Build A Brand Online In 8 steps
Beyond just coming up with a brand name and logo, developing a powerful brand identity requires significant work.
Let’s learn the 8 essential steps to building a brand below
1. Research Your Brand’s Target Audience & Competition
Before you jump right into the product, it is important to understand your audience and the market demand.
By researching their target market, businesses may better understand their potential customers and the marketing tactics that will appeal to them.
Creating a user persona, a fictitious portrayal of your ideal customer is one of the finest ways to perform market research.
This Is How You Make One:
- Analyze the characteristics of your existing customers, including their age, geography, and gender. However, if you’re a brand-new small company owner, focus on a certain market segment inside a niche. Instead of focusing on fashion customers in general, for instance, seek customers who adore antique collections.
- Investigate competitors and analyze their customers.
- To comprehend the demands, interests, pain points, and behaviour patterns of your clients, do user research, interviews, and surveys.
- Create a customer persona based on the common characteristics discovered during the research process once you’ve gathered enough information.
- Create many personas to examine how each subgroup fits with various products, going above and beyond.
Before continuing, it’s important to have a clear understanding of the market since it will guide your brand’s emphasis and help it stand out from competitors. You may connect better with potential customers by choosing the right brand voice, design, and marketing plan with the help of market analysis.
2. Determine Brand Positioning
You may gain some insight into your brand position by learning as much as you can about your target audience. Being a brand that sells high-end, luxurious clothing and is also cost-effective is challenging. You must choose where you will enter the market.
Creating a positioning statement is the simplest method. You can use one or two lines like this to introduce yourself and what you do. Your brand’s positioning statement, for instance, may read, “We are a home accessories brand delivering unique hand-made goods to customers in [region].”
Consider how you will set your brand apart from the competition while defining your brand position. The “hand-made” element is the primary key difference in the above scenario.
Knowing your position and unique selling propositions will enable you to start developing marketing campaigns and branded content that communicates to your target market in the appropriate tone.
For example, a business that sells customized goods is more likely to have a kind, inviting voice.
A brand that sells high-end luxury goods, on the other hand, should adopt a more creative and sophisticated tone.
You are only competing based on your unique value proposition. Find it, capitalise on it, and incorporate it into the marketing for your brand.
As an alternative, you may write this down as a mission statement that makes a clear commitment to your customers or the world if the business you intend to create has a cause at its core (for example, if you’re launching a social enterprise).
For instance, if I wanted to build a brand that would appeal to entrepreneurs, I may start with the raccoon since they are resourceful survivors who will go to any lengths to survive.
3. Pick A Brand Name
As stated earlier, a brand is much more than just a name. In reality, your brand’s personality, behaviour, and reputation are what provide its brand market value.
You are aware of your target market and the positioning you desire for your brand. It’s now time to choose that significant brand name.
One of your brand’s most crucial distinguishing characteristics is this. The ideal name should condense all the information that your customers require about you into a single word.
A clothing company may create a name like “Vision Clothing” if it is devoted to creating something unique for its clients. The secret to success will be choosing a term that sticks in your audience’s mind and has sounds that express the appropriate feelings or concepts.
Be careful to conduct some research to see what is available before choosing a name because your brand name will also define the URL/domain of your eCommerce brand. To obtain some brand name inspiration, utilise company name generators or consult businesses to choose the ideal name for your business.
One of the first significant commitments you must make as a business owner is likely the name of your business. It will have an influence on your marketing strategy, logo, and trademark registration (it is more difficult to register generic brand names that precisely represent what you sell).
The ideal business name is one that is challenging to copy and much more challenging to associate with other competitors in the industry. Keep in mind that it will be simpler to pivot if you choose a brand name based on your product category if you have any future intentions to extend the product lines you sell.
4. Outline A Brand Story
Effective narratives may trigger emotional reactions from the target audience, helping businesses in raising awareness of their brands and boosting engagement.
Through blog posts, video advertising, or social media posts, you can convey the narrative of your company. The following suggestions will help in the procedure:
Give A Background Narrative:
Making the brand more approachable to the audience may be done by sharing stories about the company’s humble origins or the founders.
Share The Challenges:
Give an account of the obstacles faced when building your brand and how you overcame them.
Think About The Bigger Picture:
Establish a problem in your market and develop marketing strategies to address it. For instance, by giving away a pair of shoes for every pair sold, Toms Shoes struck a chord with consumers and became well-known.
Give Sincerity & Transparency Top Priority:
Authenticity is the deciding factor for 88% of customers when supporting a business.
For instance, Gucci was first recognised for its equestrian clothes and accessories. In recent decades, the brand has become a source of reference for young people who aren’t hesitant to try out new patterns and designs.
Despite the success of various great creative directors at the Maison, Gucci develops some major collaborations not only with local fashion designers but also with poets, illustrators, and painters that contribute to the production of new unique collections.
Indeed, a peek at Gucci’s Instagram account reveals how these artists are key contributing storytellers who contribute to the ethnic variety seen in the Gucci brand.
The Florentine Maison has also pushed its organisation for women’s empowerment and gender equality, Chime for Change, using excellent web storytelling. Blog posts, social media accounts, podcasts, and collaborations with local activists and artists all serve to reinforce the institution’s principles.
Gucci Equilibrium – Impact Report
The “why” behind your business is ultimately expressed in your brand’s story. Every company has to have a goal beyond simply making money. Think about your motivation for starting a business and the potential benefits your offerings may have on customers’ lives.
A good story will make people fall in love with your company and trust your brand.
5. Design The Brand’s Visual Identity
Once you’ve decided on a name, you’ll need to think about how you’ll visually represent your brand, including your colours and fonts. This will be useful when you begin to create your website.
Colour Scheme Selection:
The logo company: Psychology of color in logo design
Colors not only establish the aesthetic of your brand; they also convey the emotion you want to convey and help you keep it consistent across your overall brand. To prevent misleading customers, pick colours that distinguish you from direct competition.
Colour psychology isn’t a science, but it may help you make better decisions, especially when it comes to the colour of your logo.
This infographic provides a good summary of the feelings and associations that different colours trigger.
Consider how readable white and black text will be over your colour palette, as well as how colourful text may seem over white and black backgrounds. Use a programme like Coolors to create colour combinations, then save the hex codes and filter through numerous colours to discover the ones you prefer.
Select a colour scheme for your website. According to studies, colours increase brand identification by 80% and affect 85% of customer purchasing choices. To maintain a uniform look across all major browsers, use web-safe colour combinations.
Selecting Your Fonts:
Just like your brand colours, the fonts you choose may have a significant influence on how your clients perceive your brand. Sans-serif typefaces are often more contemporary and approachable, whereas serif fonts are more conventional and authoritative.
It’s also a good time to consider what typefaces you might want to utilise on your website.
Choose no more than two fonts to prevent confusing visitors: one for headers and one for body text (this does not include the font you may use in your logo).
You may use Font Pair or Canva to browse a large range of typefaces that work well together and, if required, download them.
6. Create A Logo & A Slogan
Logo:
Another important aspect of learning how to build your own brand is your logo. Your logo, along with your name, will be one of the first things your customers see about your brand.
A great logo should be relevant and simple to grasp. Apple’s trademark apple picture with the bite taken out of it is self-explanatory.
Another great example of a logo design is H&M
H&M stores can be found in almost every nation across the world, and the brand’s striking red logo is instantly recognisable as an icon for inexpensive attractive clothes.
The brand started as “Hennes”, which stands for “Her” in Swedish and turned into Hennes & Mauritz after the merger with a men’s clothing brand, so when shortened to H & M in 1968, it was more like a symbol of Women and Men apparel, feminine and masculine.
The H&M symbol is very simple and minimalistic. It features the letters “H” and “M” with an ampersand between them. It is sometimes criticised for being overly generic, which is not unexpected given the complex logos that many current apparel labels have.
The two letters joined by an ampersand are meant to appeal to the youthful customer. According to the company, the majority of its customers are under the age of 30. The vibrant, free-spirited logo is intended to appeal to this specific group.
Make A Catchy Slogan:
A slogan expresses the aim of a brand in a brief yet memorable manner. When making one, take the following steps:
- Make a list of terms that are relevant to your business and niche. Don’t be afraid to use strong language to emphasise the brand’s message and create emotion.
- Research and make notes from competitors or use an online slogan generator. Make sure to keep the slogAN brief and simple.
- Create an internal poll with relevant team members after collecting the list to narrow down the options. Then, select the top three options.
- A/B testing should be done on the company’s website, social media platforms, and other marketing materials to determine which slogan choice works better.
While a slogan is an optional aspect of the brand-building process, it is definitely worth considering if you want to increase your brand’s reach and awareness. A tagline helps your customers understand your brand and what it does.
When learning how to establish your brand with a slogan, remember to use your unique brand voice to make your statement stand out.
7. Integrate The Brand Effectively Across Other Marketing Channels
Businesses must incorporate their brand into everything they do in order to be recognised. The easiest way to begin is to develop a style guide for your employees and contractors. Make sure that everyone on your team understands how your brand should look and sound.
Consumers are increasingly looking for brands that are authentic, transparent, and socially responsible.
Consider how you might bring attention to your brand across many media. For example, your brand should be visible on your:
eCommerce Store: Select a store theme that complements your brand identity and uses your brand colours. Remember to include your logo on every page and to emphasise your brand voice throughout your website content.
Social Media: Social media is a wonderful technique for increasing brand recognition. You may share posts that showcase your personality, images, and visuals that define your company, and even urge people to promote your brand with their friends and coworkers.
According to a Branding Institute report, 84% of customers trust online reviews as much as personal recommendations.
Marketing Campaigns: Whether you’re sending out email newsletters or communicating with clients via podcasts, your brand should be evident in every marketing campaign. Make certain that your brand image and voice are constantly communicated across all advertising efforts.
8. Consistency
When it comes to building a great brand, consistency is essential. The more consistent your brand identity is both online and offline, the more familiar your organisation will feel to your target customer. Consistency also makes your brand look more steady and trustworthy.
From the theme you chose for your website to the marketing you perform to customer service to the way you package and deliver your products, your brand must exist and remain consistent wherever your customers interact with you.
As you expose more customers to your brand and learn more about who they are and how to communicate with them, you will continue to develop and evolve it.
It is important to recognise that you will never have complete control over how people view your brand.
You may steer customers on the correct path, make a fantastic first impression, and increase sales.
Why Should You Consider Branding Your eCommerce Business In 2023
According to a survey by Millward Brown, a strong brand can increase the value of a company by up to 23%.
Branding is important for eCommerce businesses in 2023 for various reasons:
Differentiation:
As the number of eCommerce businesses grows, it becomes increasingly challenging to stand out from the crowd. A strong brand may help your business in differentiating itself and establishing a distinct personality in the market.
Trust And Loyalty:
A well-established brand will foster client trust and loyalty, leading to repeat business and strong word-of-mouth advertising.
Increased Perceived Value:
A strong brand will raise the perceived worth of your products or services, allowing you to charge higher prices.
Online Presence:
As more people purchase online, it’s critical to have a good online presence in 2023. A strong brand will benefit your business in establishing a strong online presence and reaching a larger audience.
Personalisation:
As technology advances, personalization has become fundamental to e-commerce success. A strong brand will assist you in creating a personalised experience for your customers, increasing their engagement and loyalty.
Overall, branding your eCommerce business in 2023 will help you develop a strong and unique market identity, build trust and loyalty among consumers, raise the perceived value of your products or services, establish a strong online presence, and tailor your customers’ experiences.
How To Build a Brand FAQ
How much does it cost to start a clothing brand?
Starting a clothing brand with print-on-demand is an affordable way to enter the market. You can create and sell custom clothing without holding inventory or buying equipment. But, creating unique designs can cost anywhere from Zero to several hundred rupees. Apart from domain, hosting, and marketing costs, there are no other expenses to worry about.
Does Qikink help you in creating a brand online?
Qikink will help you with the manufacturing of products with your designs and branding. Qikink prints your brand name/logo design on the products and ships them directly to your customer. Read more about custom branding services.
How to build a brand through social media?
Building a brand through social media is a famous and sufficient way to bond with your audience, expand your reach, and grow your business. Here are a few actions you can take to create your brand on social media:
- Decide what your brand is all about.
- Find out who your audience is and where they are on social media.
- Create content your audience will like, and use good pictures and videos.
- Talk to your followers and build relationships with them.
- Use hashtags to help people find your posts.
- Work with people who have a lot of followers to help elevate your brand.
- Check how your social media is doing and make changes to your plan if you need to.
How to build a fashion brand online?
To build a fashion brand online, follow these steps:
- Define your brand: Figure out what makes your brand unique and who your target audience is.
- Create a website: Build a website that is easy to navigate and showcases your brand story and products.
- Build a social media presence: Active on social media platforms your target audience uses and develop a content strategy that aligns with your brand.
- Engage with an audience: Respond to comments, DMs, and reviews.
- Utilize influencer marketing: Collaborate with influencers who align with your brand to promote your products to a broader audience.
- Continuously analyze and adjust your strategy: Keep track of your website and social media analytics to see what is working and what needs improvement.