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Key Points of Creating a Relatable eCommerce Brand

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Considering the fact that the popularity of online trading still seems to be on the constant rise, it’s no wonder that a lot of aspiring entrepreneurs are deciding to tag along, by focusing their careers more and more on eCommerce. However, the fact that this particular field is experiencing such a boom lately doesn’t guarantee instant success. Rather, it means that the market is becoming oversaturated, with various businesses trying to make a name for themselves.

On the other hand, the fact that competition is getting tighter by the day should not discourage any future entrepreneurs, but rather encourage them to work harder and come up with various ways to make room for themselves in such a competitive arena. The best way to make sure that your business is getting enough necessary attention is to create a strong, relatable brand that will help you stand out from the crowd. Not sure how to that? Check some of these useful tips out.

Understand your audience

The first and, without a doubt, the most important aspect of any business-related effort is understanding your target audience. If you don’t know the crowd you are trying to sell something to, how do you expect to appeal to their likes and preferences?  

Therefore, conduct a thorough market research and try to determine the demographic group you wish to target with your marketing efforts. So, determine your customer persona so that you can adjust your marketing efforts to appeal directly to them. Furthermore, inspect and list your primary competitors in order to be able to offer your future customers something your competition is lacking. Finally, summarize all of your findings and use them to give shape to your future marketing efforts.

Create brand identity

Your next step should be creating a brand identity. The overall success of your business will depend on its ability to appeal to your target audience, thus creating a strong emotional bond with them. That’s why you should not only aim at creating a strong brand, but also a relatable one.

For that reason, professional brand development is something no business should try to do without. However, keep in mind that brand identity is not something you can build overnight, which means that you’ll need to actively engage in growing brand awareness, thus strengthening your brand. One of the best ways to do that is to communicate directly with your audience through various social media channels.

Make a strong visual identity

Since people are visual beings, you’ll also need to create a strong visual identity for your brand. Visual identity is the visual representation of your brand that should aim at evoking feelings and reactions with your target demographics. So, creating a visual identity includes everything from carefully designing a brand logo, choosing the right colors for your business, using proper fonts and tone of voice for conducting messages to choosing the proper layout of your website.

Furthermore, make sure that the manner in which you present your brand throughout various channels is always consistent. You should also try to make your brand’s visuals work across various formats, regardless if it’s web design or your outsourced business card printing services.

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Make sure you have a unique selling point

Your USP can be literally anything, but you absolutely must have one if you want to stand out from the crowd and attract potential customers. So, first of all, do some research to find out what your competitors are offering as their USPs. This will help you identify the benefits that set you apart which will, in turn, help you come up with a unique offer.

Next, see what emotional (or physical) need is being met with your particular product or service and focus on highlighting that in your marketing efforts. Also, identify aspects of your business that your competitors cannot easily copy or reproduce and focus on emphasizing them as well. Finally, make sure you create specific phrases about your USP that will directly answer your audience’s most common question: “What do I get from this?”

Therefore, in order to reach success in such a volatile market, like the eCommerce market is, you need to make sure that your voice is heard by doing everything you can to emphasize your uniqueness. Creating a strong, relatable eCommerce brand is definitely the best way to do that.

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dan.radak Dan Radak is a marketing professional with eleven years of experience. He is a coauthor on several websites and regular contributor to BizzMark Blog. Currently, he is working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies.
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