Online shopping has become so widespread that consumers presume that each business has an e-commerce platform and are earnestly surprised if they learn that products they are interested in are available only in a brick-and-mortar shop. Our daily lives are so hectic that knowing that we have an option to order something from the comfort of our living room soothes us.
With a multitude of brands out there, standing out is not an easy task and the only way to achieve this is to create a relatable and authentic brand identity. With that in mind, here are some crucial points to help you win over the hearts of your customers.
Get to know your audience
The most effective manner to know what would attract your audience is to learn as much as you can about them. One of the ways to go about it is to get a glimpse at your competition and how they go about things, just to observe both good and bad practices.
However, concrete information about their geolocation, age, and interests is what you should be after. There are numerous tools which can provide statistics which you can then turn into usable data but what you can also do is create surveys and ask for their opinions directly. That would show your appreciation and aid you to choose just the right attributes to your brand.
Come up with a distinct message
For the message that distinguishes your brand from others to be genuinely unique, it’s best to first brainstorm a couple of differentiators. Those aspects that make your brand one of a kind will provide guidelines to direct you to come up with a gripping message.
Coming up with a company tagline can be exciting and stressful at the same time but concentrating on points such as your vision and core values will be of great help. The tagline should be short and catchy, evoke an emotional reaction and be distinctly connected with your business alone.
Work on the visual identity
Besides a memorable message, what your brand needs is a strong visual identity. Your logo and color scheme will be the first things noticed when a prospective customer glances at your website, product or business card.
Since this step is crucial, you might want to consult with experts who will listen to your story and help you shape it into a recognizable picture. Once you are satisfied with it, all that is left is for the business card printing services you hire to make sure that your logo is visible on each card and for you to tell the developers exactly where to include it on your website.
Choose a tone of voice
Your communication with the audience is described through your tone of voice which means that it influences the way they perceive your brand. When choosing the tone, think of the impression you wish to leave with your brand message so for example, for a product that is intended for children, you will go with a friendly conversational tone, while if it is intended for entrepreneurs, you can take a professional and informative stance.
Depending on your niche, you can fine-tune that tone to make it more appealing to your audience. However, consistency in the style is essential since you need to seem caring and genuine to your audience which will not be accomplished if you ‘sound’ different each time.
Strive towards uniqueness
Copyright infringement is not the only reason to pursue originality. You may be uncomfortable to start a small business in a specific niche for fear of a smaller audience and therefore, less profit but you shouldn’t hesitate. It may be that the number of customers is more modest but that doesn’t have to mean less profit nor that you will have a harder time swaying them to your side.
Another vital element to aim for is an emotional appeal and evoking it would mean showing that you indeed care for your customers. When you understand what moves them, you will find it easier to broadcast the tailored message with the goal of winning them over.
Be your own cheerleader
You would most probably have brand ambassadors and different influencers preaching your brand’s message across social media but the best emanator is you. You, as the main person behind the brand, not only need to promote it but to create an identity for the public so it would match the ideology behind it.
Following the same logic, your employees also represent the face of the brand, so a certain type of behavior on social media and corporate events is to be expected of them. This is why you should always choose people who honesty support your ideas because this task wouldn’t come naturally to them and not be a burden.
Conclusion
To be successful in the business world, an e-commerce platform has become an important asset. But it is not enough to offer people just anything – it has to be something different. Knowing your audience is the crucial step towards creating a memorable brand, with a special logo and message right behind it. You should match your tone of voice to your brand identity, as well as your social media and public persona so that all parts come together perfectly into a successful e-commerce brand.
