As more and more traditional brick-and-mortar retailers continue to struggle when it comes to connecting with today’s consumer, the newer, leaner, and smaller ecommerce brands are finding success.
The world of retail is vastly different than it what 20, 10, and even five years ago. Consumer behavior is also significantly different now than it was in past years and decades.
It’s never been a more challenging and opportunistic time to compete in the world of ecommerce.
Products can go viral overnight, new brands can penetrate into competitive industries and take over, and consumers have no problem shifting their loyalties from one brand to another.
How can you build (or rebuild) an ecommerce brand that succeeds? What can you do to outshine the competition, build a sustainable business, boost customer loyalty, and drive more sales than ever before?
Here are 7 steps you can take to build a brand that makes it, no matter the size or age of your ecommerce business:
Step 1: Establish Your Voice, Style, and Brand Guidelines
The first step in building a memorable ecommerce brand is all about establishing your brand voice and style. This is a crucial step to take when forming a new ecommerce business, but it can also be a valuable exercise for more seasoned ecommerce brands as well.
In order to differentiate from your competitors, you need to understand what makes you different, and decide how you’re going to illustrate those differences to your customers.
Consumers today aren’t as interested as they used to be in buying from big brands who don’t make an effort to show their personalities or their human sides. Instead, consumers want to feel like they intimately know a brand and the people behind it. They want to feel a personal, human connection to the brands and people they buy from. They want to feel like the brands they buy products from actually care about them, as opposed to simply wanting their money.
To connect with your customer base on a more human level, you need to take time to establish (or reestablish) your voice, your style, your brand guidelines, and your unique story—everything that makes you and your company unique in your industry.
HOMEWORK ASSIGNMENT: If you don’t have one yet, spend time creating an official style guide for your business. It should be a combination of design-based brand guidelines, editorial best practices, a documented brand story that you can repurpose and lean on in your marketing campaigns, an explanation about what makes your brand and products different than the competition, and tips on how to engage with your target audience. If you do have one but it’s just been collecting dust on your computer, spend a few days revisiting and tweaking it.
For inspiration and help, see these resources:
- 20 Stunning Examples of Brand Style Guides from HubSpot
- The Mailchimp Editorial Style Guide
- Finding Your Brand’s Voice from Distilled
Step 2: Engage First, Sell Later
As mentioned above, competition for the attention of consumers is more intense than it has ever been before. It’s Go to the full article.
Source:: Business 2 Community