E-Commerce is not just about buying and selling products. It also includes designing a brand identity for your brand that will engage customers, build loyalty through repeat purchases, and spread across social media networks. Therefore, retailing no longer needs physical stores.
How to Create a Brand Identity in E-Commerce?
There are a few fundamental design principles and elements that you should identify when starting out in branding your e-commerce business. How would you like to review it under short headings together? Let's start then.
The fonts you use in your designs (whether your website, your packaging or your business card) are design objects that can send a powerful message to your customers about your brand. For example, using a traditional serif font will send a very different message than a more whimsical font. For example, you sell antiques to an older audience. The serif font would be an excellent fit for this space. Because serif fonts have a past, a past, and serifs in letters reflect the history. The point is, make sure the font you choose for your brand is compatible with the message you're trying to convey.
Color is one of the most powerful tools in your brand tool palette. People tend to have strong associations with color. After solving the psychology of colors on people, the associations of colors can lead to certain emotions, reactions, and behaviors in your target audience. In this case, it is a vital detail to use colors for your brand as a strategic move. For example, you open an e-commerce store focused on organic, all-natural foods. For this, you can think of green, which people associate with nature. On the other hand, let's say you're launching a high-segment electronics product line. In this case, you can focus on black, which is often seen as stylish, sophisticated, and modern.
A sharp, angular logo can add a very different look, feel, and flair to your e-commerce brand. Or, designing objects with round, soft forms will also send a very different message to the customer. Therefore, you open an e-commerce store that sells computers, mobile phones, and other electronic products. If the form that will make the customer feel this brand is a more angular design, it will be more suitable and risk-free for your brand. It will make the customer feel advanced and high technology. To give another example, if you were setting up an e-commerce store that makes amigurumi more rounded, cute, and curved lines would be more effective.
Your brand voice is an integral part of your branding. Defining your voice from day one is essential to ensure a consistent brand experience. No brand wants to use an edgy and dark tone, but this can also be applied according to the brand's character. The style you set will also be used in your website, email marketing, and social media posts. This way, it can help customers to know your brand better.
Key Design Elements for Creating an E-commerce Brand
Now that we have established the basics of your brand identity, we can start designing the core brand elements for your e-commerce brand. There are several brand elements that any brand needs to launch a successful e-commerce operation.
Your logo is like the face of your e-commerce brand. Since it is customer-oriented, it is one of the most essential elements you will design in the branding process.
As you know, most of your e-commerce business will take place on your website. For this reason, you must allocate your time and budget well to create a well-designed, eye-catching, and brand-appropriate website.
Packaging is the first thing customers see when they open your eCommerce shipment. So it should really surprise them. Packaging can also help you stand out from other e-commerce stores selling similar products and create a distinct identity. In addition, the soundness of your package will eliminate the risk of damage to the product. This will further increase customer satisfaction.
Even if you run your business online, it's important to have branded business cards on hand if you want to make real connections.
Consider creating additional branded products such as t-shirts or stickers to push your brand further. These extra gifts will ensure the continuity of the customers and increase the recommendation comments. All of this needs to be designed and ready to go before launch. This will help you gain momentum from the very beginning.
E-Commerce Branding Across Platforms
After the above features, we now know that your e-commerce website design should clearly represent your brand. So, after you've prepared all your brand elements, such as your color palette, brand voice, and brand fonts, it's time to research so your customers have a consistent experience no matter where they encounter your brand.
When creating your brand strategy, it's essential to consider how you're going to brand across different platforms and touchpoints, including:
- Brand's website
- Your social media platforms
- Email marketing
- Press and brand partnerships
- Selling points
For example, if you have used a sharp brand voice on your website, that voice should also appear in your marketing emails. Otherwise, your customers may not be able to grasp your emails as one with your e-commerce store. Unfortunately, this can often cause your emails/messages to be thrown directly into the trash. Likewise, use a particular color palette in your website design. You should use those colors to create templates for your emails, marketing materials, and social media images. In this way, you create a brand awareness that goes from your website to your brand's touchpoints.
Creating a sense of consistency with brand partnerships is also essential. For example, suppose you're partnering with social media influencers. In that case, you need to select influencer candidates who align with your overall brand and target audience. So, suppose you're opening an e-commerce store that targets adults in the 20+ age range. In that case, you need to partner with an influencer with Generation Z followers. Once you get started, when you find the right partnership opportunities, you must inform your new partners about your brand messaging and make sure the messaging pops up in their sponsored posts.
The point is, you need to ensure that your brand is consistent and strong no matter where your customers encounter your business. This consistency will help your customers to recognize and ultimately trust your brand. Today, our adaptation to the changes that e-commerce companies such as Yemeksepeti, Bring, Hepsiburada have undergone since their debut is one of the most realistic examples of this issue.
Customer Service in E-commerce Branding
When people shop online, they expect a certain level of professionalism. Therefore, world-class customer service is an essential part of e-commerce branding for various reasons. Let's talk about them briefly.
If you want your e-commerce business to succeed, your customers need to trust you. And knowing that you are committed to providing a high level of service is a significant step to building that trust. After establishing this trust, your brand needs to ensure its continuity in the same way.
- Provide convenience to your customers
The last thing someone wants when they need to reach out to customer service is to have to jump through thousands of hoops. You should provide your customers with the comfort they seek by making your customer service process fast and easy. For example, there was a problem with an existing order. Instead of connecting to a customer representative via direct message on your website or offering multi-stage options over the phone line, max. By offering 3-stage option suggestions, ensuring that it is transferred directly to the customer representative will enable the customer to handle his work without getting bored.
- Convert first-time customers into repeat buyers
If you impress your customers with your excellent service from day one, they will be much more likely to continue shopping with you in the future. This will play a massive role in supporting the growth of your e-commerce brand. At the same time, your customer's satisfaction with you will ensure that other customer candidates are transferred due to suggestions, and you will gain new customers.
Not only is it important to provide top-notch service to your customers, but you also need to make sure the service ties in with your overall brand. Your brand plays a huge role in defining your customer service policies, procedures, and best practices. For example, a hassle-free return policy is essential if your brand is built on convenience for your customers.
Building a relevant and successful e-commerce brand is essential. But suppose you really want this brand to thrive. In that case, it's also necessary to provide your customers with an unmatched level of service and ensure that service aligns with your brand.
If you want to improve yourself in this regard or clear your doubts, I recommend you review the IIENSTITU website. You can also access many topics on this subject on the IIENSTITU Blog page and read content that can clear your question marks. You can also specialize in your work by taking advantage of free online training and crown it with a certificate.