A business brand is more than just a logo and it’s bigger than your company name. A brand is something that people can relate to and connect with. Some of the biggest companies in the world understand this concept. When you have products that you sell online:

  • Your brand is the reason that people purchase from you.
  • It’s the reason that they open every email that you send.
  • Your unique brand is the reason that your fans follow you on social media and read every post.

Building a strong brand involves being laser-focused on customer participation. It must be a part of your entire presence online. Your brand should infuse everything about the way that you communicate and the types of products that you sell. It should be built into your product details, customer emails, and the overall shopping cart experience that you create. If you want to win a customer’s attention and beat the overwhelming competition that you have online — it’s time to build a better brand.

How to Promote Your eCommerce Brand Online

1. Tell Your Story

You have probably heard the same old adage time and again. People buy from people, not from companies. The first step that you have to take is to tell your story. Stories have been told throughout the history of mankind. Humans are hard-wired to remember, and emotionally connect with, stories. You have to tell the story of your brand and do it in a way that builds trust with your prospective customers. Give them a glimpse of the hidden life and purpose of your business.

  • Tell them why you started your business.
  • Talk to them about who you are and what you care about.
  • Let them know what your company stands for and why.
  • Include anything else that you feel matters.

2. Define Your Customers

After you’ve communicated who you are, it’s time to speak about who your customers are. You need to clearly define who your ideal customers are and learn how to speak to them. Communicating to them that you know who they are and understand them, may be one of the most powerful aspects of your brand. Take the time to develop your brand’s persona. Understand who they are, and just as importantly, who they are not. Knowing your customers better will help you build a message that resonates with them. Who your customers are should be reflected throughout everything that you do. They should see themselves:

  • in your images
  • in the way that you recommend how they should use your product
  • in your product descriptions
  • in the success stories and reviews that you publish

3. Be Active on Social Media

I want to be very careful here and make sure that you understand one important detail when it comes to being active on social media. I am not saying that you should talk about yourself and your products non-stop, all day, every day on social media. What I am saying, is that you need to be active on social media. Remember that social media is a social channel. People are on there to interact and engage with other people. So, when they are interacting with companies, they are looking for a personal experience. For a great example of personality from a company, check out Wendy’s Twitter page. They engage with their customers – and their competitors – actively. Their voice is sassy and different.

Spider-Wendy Tweet

4. Use Quality Photos

When you were selling a product online, your photography is especially important. It is actually better to use no pictures vs bad ones. Take the time to get your photos right.

  • Invest in proper lighting.
  • Consider different backdrops that make your products pop.
  • Use digital mockups if they are appropriate.
  • Show your products being used by your target customers.
  • Use a size reference so people know how big it is.
  • Show all of your variations – like color and styles.

5. Optimize Your Website

Your website is the hub of your brand. Take the time to go through it and optimize everything for a better brand experience. Make sure that your fonts, colors, imagery, and messaging are all consistent with your brand. Your brand should be present throughout your entire site. This includes product descriptions, your homepage, your about page, and yes, even your legal pages. For example, if your message is fun and friendly, then let it extend into your shipping policies and return policies as well.

6. Don’t Be Afraid of Video

Businesses of any size and with any product can benefit from leveraging video marketing. Branded videos give your audience a chance to get to know the people behind the company and to experience the products in a new way. Dollar Shave Club is a great example of branding in a video. Their first video told a great story in a funny way and tied back into who their brand is and who their customer is. Their product isn’t fancy with a boatload of features, but it gets the job done.

Consider starting a YouTube channel or sharing out videos on Facebook live. Figure out where your audience is and get those videos in front of them. You can also include videos on your products to help your customers build a connection with the products. This helps get your brand noticed as well as drive additional traffic to your site.

7. Build a Blog

Blogging is a great way to help build up your brand around your products. You can share articles that teach people more about how to use your product successfully. Again, make sure that your messaging, images, and other supporting information are in line with your brand. You also make need to be sure that you keep your ideal customer in mind.

  • What questions do they have?
  • How can you help them?
  • How will reading this article make their day just a little bit better?

Beardbrand does a great job of blogging to their audience while promoting their products. They have dubbed their blog “Urban Beardsman.” You guessed it, their blog covers beardsmen-related topics.

8. Help Others

Helping others is an easy way to connect with your audience emotionally. You can help others in a variety of different ways.

  • Consider donating a portion of your sales to a worthwhile charity.
  • Have your staff members participate in a local charitable event.
  • If it’s applicable, donate your product to a charity that can use it.
  • Include information about a charity with your product packaging.

9. Bring in the Pros

Building a successful brand doesn’t happen overnight. There are many things that you can do right and many things that you can get wrong. Bringing in a professional can be the best choice. Here at Future Holidays, we understand what it means to build a brand designed to increase sales online. We understand the subtle, and obvious, pieces that help create a raving fan base. If you want to talk about how we can help you better connect with your audience and build a loyal customer base, schedule a meeting today.