One of the most important aspects of any successful business is the strength of its branding. When people know your story and what makes you unique within your market, they’re able to form a stronger connection with your business and partake in a more engaging customer experience while shopping with you.
Of course, this isn’t something that happens overnight. Brands, like products, need to be built and sold to consumers.
This is more important than ever in the e-commerce space. Dozens, hundreds, maybe even thousands, of businesses that offer products and services much like yours are available to the discerning shopper with a Google search and a few clicks. Selling your company’s brand is what will ensure that those shoppers are chosing your storefront over your competitors.
At Avensia, our e-commerce consulting services are a full-spectrum support for success in the digital market space. While helping people create and manage online storefronts is an aspect of what we do, we also utilize our expertise to help shape those storefronts to better sell their brands and enhance the customer journey while maximizing retention.
Below, we’ll lay out some of the key concepts of how to sell your brand online and create a connection with current and future customers that works across all channels.
Understand Your Brand Identity
This may seem very obvious, but it’s surprising how many businesses fail to truly understand their own identity.
Ask yourself the basic questions. Who are you and what do you stand for? What is your company’s mission and purpose? What do you offer?
A deep understanding of those things is what helps to craft a lasting brand. Knowing what it is you’re offering the customer, for example, will help you understand why what you offer is desirable over your competitors, and from there you can craft a brand message that emphasizes that.
As an example, Geico’s car insurance branding is built around a thorough understanding of the company’s identity. Because they’ve put thorough research and time into knowing exactly what they offer and how their company brings value, they were able to pull a key message out of that understanding.
While Geico offers car insurance that is largely comparable to many of the other car insurance companies out there, they understood that there is a lot of value in how easy it is to apply for their policies and the savings those policies generally bring. The process takes less than 15 minutes, and their research has found that they are often cheaper than the competition.
From that, we get the line “15 minutes could save you 15% or more on car insurance.”
First, become familiar with your business’s identity, and then you can understand what it is you’re bringing to the table for customers.
