These Branding Strategies Are The Ultimate Starting Point For A Successful Ecommerce Website

By Team AmeriCommerce - Updated On 2/6/2020

In the early stages of launching your online store, your main goal tends to be focused on perfecting your products. The stuff you sell in your online store will always be important, but one thing that shouldn’t take a backseat... is your brand.

Why should I focus on my brand first?

From the name, tone, colors, font, logo and slogan, your brand is everything that you put out there as a company. It's a way for you to become instantly recognizable to the world and build up trust in your brand – in order to create lifelong relationships with your customers!

So how do I do this?

Check out 6 things to consider when branding your e-commerce business...

1. Your name

Picking a name for your online store can be tricky. As an e-commerce business you need to convince your customers that you are an expert in what you do. Try and keep your name short and simple without the risk of people spelling it wrong. It needs to be one that people will remember and you need to stand out from the crowd so don't use a name that is similar to your competitors.

If you're bold enough, try a completely random word like Google did. Or if you want to keep it safe – try something catchy like 7-Eleven. Once you have your name sorted, make sure that nobody else has it and trademark it so it can't be taken!

Ask yourself:

  • Is my name short and simple?
  • Is my name different from my competitors?
  • Is my name good enough to remember?

2. Your emotional connection

Emotional connections have a big impact on buying decisions. In fact, a study found that 75 percent of buying decisions are based on emotion alone. Now that's a pretty big percentage and something definitely worth considering. Think about your favorite brands and why you like them. What is it that makes you choose them ahead of anyone else?

Chances are your favorite brands will evoke some sort of positive emotion from you, whether it be; inspirational, happy, excited, creative, optimistic etc. You need to think about what emotion you want your brand to represent and combine it into all of your messaging.

Ask yourself:

  • What emotions make me want to buy my favorite products?
  • What sort of emotions do I want my brand to represent?
  • How will my brand and product benefit my customers?

3. Your logo

If you want a successful e-commerce store then you need to make sure that your logo is instantly recognizable. Once you've achieved this then you can place your logo anywhere and people will automatically think of you. Think of Coca Cola, Mcdonalds, Nike or Shell and you will be able to instantly picture their logos. That's what you need to achieve with yours and the key is to keep it simple, memorable and creative.

You can always tweak your logo as the years go on to make sure you stay on trend, but your logo shouldn't change completely as this may only confuse lifelong customers in thinking you are someone else, and they may choose to shop elsewhere.

Ask yourself:

  • Is my logo simple and creative?
  • Will my customers remember my logo?
  • Does my logo represent my store?

4. Your brand colors

The colors of your brand are surprisingly important. Without us even knowing it, colors can influence us to feel a certain way about a brand or product. This goes back to emotionally connecting with your audience – you need to decide which emotions you want your customers to feel and choose colors with that in mind. Don't over-do your color choices, make sure they complement each other and don't use the same colors as your competitors.

For example, red is supposed to be energetic and attention grabbing, blue represents a sense of trust and dependability, where-as yellow represents positivity and motivation. Check out this infographic that offers a detailed look into the different emotions that certain colors make us feel.

Ask yourself:

  • What colors would correctly represent my brand?
  • Do my colors complement each other?
  • Do any other people use the same colors?

5. Your Font

With thousands of fonts out there, how do you know which one to choose for your brand? Choosing a font can be tough because it needs to be clear enough to read, but you also need to make sure it isn't the same as everyone else's. Before you launch, test out a few different fonts to see what works on your website, and make sure that the font is responsive on all mobile devices and web browsers.

Once you have chosen your font then that's it – you need to make sure you stick with it. The key to a successful brand is consistency, so all of the copy on your website, your Google ads and other marketing messages all need to use the same font.

Ask yourself:

  • Is the font I intend to use readable?
  • Does the font look good on all devices?
  • Does the font reflect my brand personality?

6. Your slogan

There is no right or wrong rule about having a slogan – but it is another great way to resonate with your audience. If you want to come up with one for your online store then make sure it's catchy, memorable and sums up what you do in just a few words.

If you can, try and think outside the box and come up with a clever slogan – that way you'll attract more attention! There's plenty of great slogans out there to take inspiration from - for example, VW's 'Think Small', Nike's 'Just do it', KFC's 'Finger lickin' good', or our very own AmeriCommerce 'Sell Stuff'.

Ask yourself:

  • Is my slogan catchy and memorable?
  • Does it sum up what I do in just a few words?
  • Is it creative enough to differ from the competition?

Closing thoughts....

So there you have it, our top 6 recommendations to consider when branding your e-commerce store. One of the biggest takeaway's here is that you need to keep your brand simple and consistent. Your customers need to be able to relate to you so that they can put their trust your brand - and that's the secret to a lifelong customer! Once you have your brand ready, why not speak to us about helping you set up your online store? We'd love to help you become a success!

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About the Author

Team AmeriCommerce

We're a bunch of nerds, a few cat people, several musicians, numerous gaming addicts, countless beard aficionados, and possibly a hipster or two. Since 2005 our team has been building one of the world's most powerful E-Commerce platforms designed to do stuff other platforms can't.

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Keri Blakinger
August 14, 2014 9:20 PM
Another great post. I think these tips are highly applicable for other things, too, like if you keep your own personal blog or if you're trying to learn how to brand yourself.
Alex London
August 17, 2014 5:21 PM
I have to admit that I came late to the idea of a proper branding strategy. It took quite a while to get right, but now I'm so glad I did it, it's given me a recognisable presence online and helps my business stand out from the crowd.
Bryan (Store Admin)
August 18, 2014 10:38 AM
Great comments guys - thanks! Brand is so important these days. Even in SEO, brand is looked at in a different light than it was years ago. Back in 2003, when I started in eCommerce, people were focused on finding domains chock full of keywords. Today, it doesn't hurt to have a keyword in your domain. But it is much less important today. Branding your business at the start helps to set long a term strategy. If you get it right, then people will remember your brand for years to come.
David Adams
August 18, 2014 4:02 PM
To have a good brand thought of is always the best thing to do right away. I think it's fun to come up with brand names, logos, slogans and so on. It helps generate some more buzz. We all can start a business and have a plain name and logo, but to go out and make something new and unique is what draws some very valuable attention.
Bo Tipton
August 18, 2014 6:35 PM
One of the mistakes I made was branding myself with one website. I branded myself with where I was at and not where I was going. After branding myself with that one website using the name in everything when I added other sites to that then I had to start over and brand myself not my site. Cost me sometime and was an important lesson. Brand myself according to where I am going not where I am at.
Andrea Ryan-Nugent
September 14, 2014 7:18 AM
I agree… sticking with the font you chose is very important! People get used to seeing the same font on the same logo with the same slogan… if you change any of these, it throws people off and they get confused unless you prepare them for the change well in advance.
Mike Williams (Store Admin)
September 16, 2014 3:10 PM
Yep, Andrea! I guess that's why you see a lot of "New Look, Same Great Taste!" on products in grocery stores... People like reassurance when you change things.

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