Your brand value is all about how you make your customers feel: the emotional connection they have with your ecommerce business. Your value as a brand is conveyed in every contact you make, from when people first land on your website, to when you send out transactional emails.
Want max value in min time? Haven’t got a huge brand overhaul budget? Here is how to quickly increase brand value for your ecommerce business.
Recommended reading: 4 prerequisites to the success of your SMS marketing campaigns
1. Create a Consistent and Recognizable Brand Image
Start by getting all the basics in place. You need to be recognized online, and that means having a distinctive and memorable logo and tagline as well as using a specific font and color scheme.
A truly valuable brand will be recognized by its logo alone—or even by its colors. And it doesn’t need to be anything over-engineered or fancy: just be consistent about it.
As soon as potential customers land on your website, they start to engage with your brand. Make sure the experience is consistent across your site, transactional emails, social activity, and in everything else you do.
Consistency is particularly important if you have selected dropshipping as your ecommerce business model, like one these ecommerce business owners. This is because you are selling products which are generic and sold by any number of other companies. What is unique and sets your products apart is the brand you create.
A valuable brand is one that is easily recognized, and this is one of the most important things to focus on when you are starting out. It’s not the only thing that will make your brand memorable, but it plays a large role.
2. Personalize the Experience
Personalization is becoming more important to consumers. We want personal recommendations these days—we don’t want to feel like just another customer.
You can achieve this with your ecommerce store in a number of ways. Start with the language you use, not just on your website but also in your emails. Email marketing remains one of the best ways to build relationships, so write your emails from a real person and reply from a real person too.
Create an About page that shows the personalities of the people working with you. Customers want to put a face to the business, they want to know who is behind it. Use photos of your team and tell a little bit about their likes and dislikes. Create video interviews with your team members and the CEO to take this even further.
Humanize your brand and make customers feel more in touch. You can do this on your blog by posting about topics of interest to your customers and using a relaxed and friendly tone.
Social media is another way to show the human side of your business. Let customers reach out and engage with you, and build relationships with them over time.
A personalized experience is really important if you’ve recently entered the ecommerce marketplace by taking over an existing business, like one of these established stores for sale, and then revamped it with your own profitable angle. Why? Even an established store is bound to have customer experience black spots that have developed and become ingrained over time, so it’s essential to revisit your ecommerce personalization strategy as soon as possible. Reassure customers that any data they give you is in safe hands, and will be put to the correct use: delighting them.
All of this is made a lot easier when you know who you are talking to. Create detailed buyer personas so you know what your customers like and dislike, their challenges, their pain points, and what they want to achieve. Then use your buyer personas in everything you do. Show that you understand their pain points and clearly communicate how you can help them.
3. Define and Promote Your USP
A unique selling proposition (USP) is essential for success in ecommerce. This is what makes you different and sets you apart from your competitors. If you successfully communicate what makes your business unique, you will become more competitive, and this will boost your brand’s value.
If you do something different from the other stores, something better than the rest, this adds a lot of value to your brand. If you’re using print-on-demand as your business model, like She Shirts, then what you do better than the rest is creating unique products.
Perhaps you always give free returns with no questions asked or free shipping on all order? Maybe your customer service might be exceptional? Or perhaps your products have something about them that competitor products do not?
Make sure this comes across clearly in everything you do.
Track your competitors as well. Know what they are doing, what they are getting right and wrong, and then explain what you do differently and better.
4. Build Loyalty
Add value to your brand by boosting your customers’ loyalty. Start by running a loyalty program, which is an excellent way to strengthen relationships.
You can also reward customers for buying from you. Send them gift certificates or surprise discounts to delight them.
As part of your email marketing strategy, send everyone on your email list a surprise bonus discount that is exclusive to people on your list.
Most of all, say thank you when they tell you how much they like your products. Everyone will appreciate this.
5. Build Strong Relationships
Focus on building relationships with your customers by helping them. Set up alerts to track mentions of your brand. Some people might be singing your praises, in which case you can respond with a thank you. Some might be complaining, in which case you can offer your apologies and try to help them.
Ensure they are continuously reminded of the value you provide by providing them with useful information free of charge in the form of content marketing. All these activities will help you to boost your relationships, which will add value to your brand.
Provide an Amazing Experience
Adding value to your brand should be considered essential for any e-commerce business, and these are five of the best ways to go about it.
Overall, focus on providing an amazing experience. You want your brand to be memorable for positive reasons. By continually excelling in the experience you provide, you will achieve this.
So reply instantly to questions, ensure your website loads incredibly fast, design your website with easy navigation, create a knowledge base to answer all the questions they may have, make your checkout easy to use, provide excellent customer service via a range of channels including social media, and ensure your website is secure.
These are all ways that you can improve the experience and continuously add value to your brand.
Patrick Foster is a writer and ecommerce expert from Ecommerce Tips — an industry-leading ecommerce blog that offers practical marketing advice so your online store receives the exposure it deserves. You’ll find articles covering email, SMS, social media, content, and influencer, marketing Check out the latest posts on Twitter @myecommercetips.