Guest post by Nina Christy of Inspire a Connection
One of the most common questions I hear from online store owners is, “How can I sell more of my products?” Everyone is looking for special marketing tactics to skyrocket their sales. And yes marketing is an important part of selling but you need a foundation for your business first. That foundation is your brand.
So what exactly is a brand and how do you develop a brand for your business? There are many elements that make up a strong brand, but first, let’s define what it is.
Defining an E-Commerce Brand
Your brand is how your customers perceive you – what they think about your products, and you. Your brand is a promise to your customers. It’s not something you can touch or see, but instead, it’s more like your customer’s connection to your business.
“It takes about 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave.”*
What is Brand Identity?
Brand identity encompasses the visual elements that people see, and how they recognize your business and differentiate it from your competitors.
These elements can include:
Packaging and Print Design
“38% of people will stop engaging with a website if the content or layout is unattractive.”*
Developing Your Brand Identity
An experienced Brand Identity Designer can work with you to define your brand so that it conveys who you are and connects with your target audience. If your brand doesn’t make a connection, it won’t make a difference how much marketing you do; your potential customers will not buy your products.
Here are some tips for creating a brand identity that will attract customers and generate more revenue:
Know who your target audience is. Who will buy your products? Young moms… couples about to get married, teachers… You need to be very clear about this.
Know who you are. Be authentic. Are you fun and quirky? Serious and subdued? Sophisticated and bold? Once you understand this your Brand Identity Designer can convey this in your logo design and other brand elements with color, font selections and imagery.
Keep it simple. Your design elements do not need to be complicated. I see so many logo designs and website designs using many colors, fonts, photos, graphics… When a design is “busy” and there’s a lot going on people tune out. You want to convey your brand instantly and effectively.
Use consistent photos and graphics. If you’re fun and quirky use fun, bright images of yourself. If you’re serious and subdued use soft colors. There are a multitude of websites to get graphics and stock photos or you can hire a professional photographer. If you take your own photos, make sure they are of high quality, especially for product photos. People want to see the product from different angles and how it will look in a real-life setting before buying it. Show someone wearing your beach themed jewelry at the beach. Show your high-end modern art print hanging on the wall in a high-end home. Show your women’s urban clothing on women in urban settings. Be consistent for greater brand recognition.
Have a professionally designed website. So many people think they can create their own website on a free platform but if you are not experienced in design and composition it won’t have the impact that it should. There’s quite a bit that goes into building a website that converts. Does your website have an effective layout? You want your images, text, buttons... laid out in an organized and visually pleasing way. How is the navigation? Your website needs to be organized and have a clear path for your visitor. Your navigation should clearly state what the visitor will find and where. If it takes too long for them to get the information they want or it’s just too confusing, they're going to leave and not come back. This is where design principles come into play which is why having a professional designer create your website can make a difference in the growth of your business.
Nina Christy, founder of Inspire a Connection Design and Marketing, offers women with creative businesses services that include Brand Logo Design and Development, Website Design and Marketing. Her goal is to help women grow their businesses so they can continue to do what they love every day. With over 20 years of experience in the marketing and graphic design fields, as well as being an artist, she understands that need to be a creative entrepreneur. Visit www.inspireaconnection.com for more information and to schedule a free Discovery Call.