March 19th, 2008
Do you really need branding?
All of us, online retailers, want the clients to come and spend money with us online. But in order to ensure that you have to make them feel confident that they are dealing with a legitimate seller. As long as they give you their personal information and even the number of the credit cars, they simply need to be sure you won’t cheat on them. If it is obvious that you run your business from home, they might not feel that confident to give you their personal info. So what is the conclusion from all this talk? You need to create a reliable brand you customers will trust and come over and over again.
What is a Brand?
In fact, a brand is a something that makes you stand out in a crowd of other online retailers.
- Making a brand you create a kind of expectation in the mind of your client. This expectation includes everything from your customer service to the quality of the products you sell. A brand is much more than a name and a logo, it is you client’s attitude and vision of your company.
- Moreover, a brand is your reputation. With your brand name come certain other values which are expected from your products: quality, fashion etc. If you brand is a worthy one, clients are likely to buy products from you than from your competitors even if they cost a little more.
Branding is a non-stop process
Explains Eileen Parzek (SohoItGoes.com):
“Consistently use a brand design throughout all your different marketing material… It gives a sense you’re bigger than you really are.”
Concentrate on your marketing messages and make sure that these messages are traces throughout your entire policy. If you have print material make sure it doesn’t clash with your web-site design and logos.
Another important aspect is your web-page. If it looks professional and finished the clients are more likely to both buy things from you and come to your page again. The thing is that customers associate the quality of the site with the quality of the services provided, fancy that you have poor-quality web-site…Do you really thing that people want to make purchases even though they know that the quality of the customers service is from the bottom of the barrel.
Never stop evolving
“[Branding] is not something you ever stop doing. You have to be conscious of it at all times.”
A good brad always reflects the current evolution of the market and shows all the changes.