Creating Your Brand Identity in E-Commerce
E-Commerce is not just about buying and selling products. It also involves designing a brand identity for your brand that will engage customers, build loyalty between them through re-purchasing, and spread across social media networks. Therefore, retailing no longer needs physical stores. It needs a well-thought brand strategy.
How do you create brand identity in e-commerce?
There are a few basic design principles and elements that you need to set when starting your e-commerce business branding business. How about we look at it together under short headings?
Design Principles for the Brand Identity
The fonts you use in your designs (your website, packaging, or business card) are design objects that can send a powerful message to your customers about your brand. For example, using a traditional font will send a much different message than a more bizarre font. It’s all up to the brand strategy and your theme that you specified. Let’s say you sell antiques to an old audience. The serif font will be a great fit for this area. Because serif fonts have a history and the letters reflect the old ones. The thing is, make sure that the font you set for your brand is compatible with the message you’re trying to convey.
The color brand is one of the most powerful tools in your vehicle palette. People tend to have strong connotations with color. After solving the psychology of colors on human beings, the connotations of colors can lead to certain emotions, reactions, and behaviors in your target audience. In this case, it is an important detail to use the colors for your brand as a strategic move. For example, you are opening an e-commerce store that focuses on organic and all-natural foods. For this, you can think of the green that people associate with nature. Let’s say you launch a high-segment electronics line. In this case, you can focus on black, which is often seen as stylish, sophisticated, and modern.
A sharp and angular logo can add a very different look, feel and feel to your e-commerce brand. Or design objects with round and soft forms will also send a very different message to the customer. Let’s say you’re opening an e-commerce store that sells computers, mobile phones, and other electronics. If there is a more angular design that will make this brand feel to the customer, it will be more suitable and risk-free for your brand. It will make the customer feel advanced and high-tech.
Your brand voice is an important part of building brand awareness. To ensure a consistent brand experience for your customers and successful brand strategy for your company, you must define your voice from day one. No brand wants to use an angry, dark tone. But it is also possible to apply this according to the character of the brand. It will also be possible to use the tone you specify on all your brand items such as your website, email marketing, and social media posts. In this way, the customer has the opportunity to get to know your brand better.
Key Design Elements in E-commerce Brand Identity Defining
Now that we’ve identified the foundations of your brand identity, we can start designing the basic 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. It is one of the most important elements that you will design in the branding process as it is customer-oriented.
As you know, most of your e-commerce business will take place on your website. Therefore, you must allocate your time and budget well to create a website that is well designed, remarkable, and suitable for the brand.
Packaging is the first thing customers will see when they open your e-commerce shipment. Therefore, it should surprise them. Packaging can also help you stand out from other e-commerce stores that sell similar products and create a different identity. In addition, the robustness of your package will eliminate the risk of damage to the product. This will increase customer satisfaction even more and it is complementary to a good brand strategy.
Even if you run your business online, it’s important to have branded business cards if you want to make real connections.
To further your brand, consider creating additional branded products, such as T-shirts or stickers. These additional gifts will also increase recommendation reviews by ensuring the continuity of customers. And all of this needs to be finished and ready for use before launch. Thus, it will be more comfortable to gain momentum from the beginning.
E-Commerce Branding Between Platforms
After the above features, we now know that your e-commerce website design should be a clear representation of your brand. After preparing all your brand items, such as your color palette, brand sound, and brand fonts, it’s time to research your customers to have a consistent experience wherever they meet your brand.
When creating your brand strategy, it’s important to think about how to build a brand on different platforms and touchpoints, including:
Your social media platforms
Press and brand partnerships
Poits of sale
For example, if you used a sharp brand voice on your website, it should also be included in your marketing emails. Otherwise, your customers may not be able to grasp your emails as one with your e-commerce store. This can often cause your email/messages to be thrown directly into the trash. If you use a specific color palette in your website design, you should use these 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 contact points.
For further reading, you can have a look at the website of Clickray.
I have a degree in chemical and bioprocess engineering and am now a project manager at Hera Healthcare, and I also have a clothing brand that I co-founded and I am an amateur artist. I have a huge obsession with art history (especially renaissance, baroque and rococo) and I think life imitates art!