A Guide to Launching Your Ecommerce Business – Part 2By Liz Coulson, February 18th 2020
Ever wanted to start your own online store? Well, with the ecommerce industry seeing the biggest increase of new businesses in the UK out of all other industries; there is no better time than now. In this series, we’ll be exploring the steps you should take to launch your new ecommerce business.
How To Create an Ecommerce Brand
After you've decided what you're going to sell, the next step is to create your brand. A brand people recognise, a brand people want to buy from and a brand people recommend. Building a brand is so much more than a logo!
What Is a Brand?
A strong brand is made up of company principles, visuals and messaging. They can be used to portray the business' personality, build relationships and get custom, whilst making you stand out against your competitors.
Ecommerce Brand Name
There are a lot of things to consider when choosing your name – it's no mean feat! We've highlighted some of the key points you need to consider below.
Choose a name that is simple and memorable; something unique and representative of your business. If it isn't simple, you're making it harder for customers to refer you to their friends, potentially losing yourself custom.
Before settling on a brand name and registering your company, double check its availability for business page use on social media and domains. This will keep your brand image consistent which is vital when building your brand.
Visuals make up a big part of a brand, it's your colour, logo, typeface and imagery; when balanced correctly, can really bring your brand to life. Again, when choosing these factors, make sure that they represent your business's purpose.
If branding isn't your forte there are many agencies out there that will be able to help, they're just a Google search away. There are also freelance service websites that you may find useful like Fiverr. But, if these resources are initially out of reach, there are websites that provide free templates including, DesignEvo and Canva.
Imagery for online retailers and your prospective customers, is of course, very important. People can't physically see your products, so they're reliant on realistic imagery. Whether you take the photos, use a photographer or initially use royalty-free ones, you want to associate the imagery with adjectives which matches your brand.
Tone of Voice
To efficiently target your prospective customers, you need to communicate with them in a way they are familiar with. This could be funny, friendly or casual – whatever your brand represents. By doing so, they will feel more connected with you and your brand, and your messaging will resonate with them more.
Competitor research should quickly become a recurring task. It will help you stay in the know and hopefully, ahead of the game.
If people are positively engaging with your competitors' online activity, you know that the tone of voice they are using is the direction you should be heading towards too. But, you should also be looking for areas of improvement – nobody's perfect!
As well as the obvious platforms, you should read through product reviews too – noting down words and phrases your target audience commonly use that you can too.
These tips will help you create your brand, from choosing its name right through to setting the tone of voice. It will all contribute to helping you build relationships and generate orders.