The Value of Brand Equity & Consistency on Ecommerce

Josh Mendenhall

August 3, 2020

Nike. Apple. Coca-Cola.

They’re three of the biggest and most easily recognizable brands in the world. Their products are high quality. Their consumer base is loyal. But they didn’t get to the top of the heap by sheer luck. They got there with the help of a secret sauce called brand equity, and brand equity is what continues to give them (and thousands of brands like them) staying power.

What is brand equity?

Brand equity describes the perceived worth of a brand. It’s a combination of what customers think of a brand, what their experiences with that brand have been like, and the value of that brand’s products. Brands with positive equity (here we mean stable and growing equity) have quality products with easily recognizable names and consistent messaging in their marketing.

For example, when you’re in the grocery store, positive brand equity is what drives you to purchase products like Band-Aids or Heinz Ketchup over other generic brands that might be just as good or even better. You know their names, you know they’re good products, and it’s incentive enough to buy their product over the other guy’s. That’s what we mean by brand equity.

Why positive brand equity matters

Brand equity holds a lot of weight for consumers, and consequently, it’s really important for your brand to maintain it. Josh Mendenhall, Pattern’s VP of Creative, says positive brand equity gives your brand authenticity, and it also builds customer awareness, trust, and loyalty.

Authenticity. Positive brand equity shows customers that your brand knows itself, it’s true to itself, and it’s true to its customers. This is what attracts the right demographics to your brand.

Awareness. Good equity makes brands more accessible and recognizable to consumers. Brands like Apple have dialed in their product quality, marketing, and messaging so well that even if consumers haven’t purchased their products, they know about them.

Trust & loyalty. Consumers can trust the product they’re looking at will be the product they get when it comes from a brand with positive equity. They can also trust their product isn’t coming from a counterfeit seller.

When customers trust a brand, their loyalty follows. Nike and Apple are both great examples of this: look at the buzz that surrounds Apple product launches or Nike sneaker releases. Apple and Nike customers will line up around the block for a chance to try a new product because they trust their brand will deliver, and Apple and Nike can add to their product range with confidence knowing their customers will buy whatever they sell.

Good brand equity allows companies like Nike and Apple to try new things and charge more for their products. It can also boost their stock price.

How do you build brand equity?

To build brand equity, you need to build customer awareness and trust. One of the most important ways to raise awareness and trust is to make sure your visual content and your messaging are consistent from top to bottom across all channels.


Your brand voice, illustration style, iconography, graphics, logo, typography, colors, models, and photography should be consistent whether a customer’s looking at your social media, your D2C, your ads, or marketplaces like Amazon. This is what makes your brand recognizable.

If you’re using different designs on your channels or trying out different voices, it damages customer trust and renders your brand indistinguishable. Your brand should tell one story, not three different stories, and have a personality all its own.

“Once you’ve locked in on a brand, like how your brand communicates visually, stick with it,” Mendenhall said, “because that’s how people start to know who the brand is.”

Consistency is especially important on marketplaces like Amazon, where customers buy because they know a seller can be trusted. According to Mendenhall, most brands who come to Pattern for help have Amazon listings that look really different from the marketing collateral they produce themselves. That shouldn’t be the case.

Creating style guides is an important step to maintain consistency. These ensure your messaging and content stay true to your brand. Style guides can cover things like your editorial voice, how your logo can be used, what fonts can be used, and more.


Content is only one piece of the pie when it comes to building brand equity.

“Someone said that content is king,” Mendenhall said, “but getting out there—the distribution part of that content—is queen, and the queen wears the pants.”

Companies like Nike, which have an easily recognizable brand as well as high quality product, still need to get that product in front of customer eyes to make a sale.

“Getting it out there in the world, distributing it, that’s really where brand equity gets a lot of value; how many people have seen it, and now not only seen it, but it’s consistent enough that it’s recognizable,” Mendenhall said.

Brands get into the right spaces by investing in focused advertising that meets the customer where they’re at, using good SEO practices to make their products pop up in search results, and then, once the sale is made, providing a stellar customer service experience that customers remember.

Brands doing it right

We’ve mentioned Apple a lot, and that’s because they’re so good at what they do. Aside from a loyal fanbase, Apple has a clean, minimalist look and voice that’s instantly recognizable in their packaging and their marketing. Consumers know Apple.

Apple Brand Equity on Ecommerce | Pattern

Another brand killing it in this space is Target. Target’s bullseye logo is so recognizable they only need to pop a bullseye on an ad or a storefront for customers to identify it. Talk about brand awareness.

Target Brand Equity Online | Pattern

Pattern example: Popular jewelry brand

One brand Pattern has helped maintain brand consistency across channels is a popular jewelry brand. Consistency is especially important for this brand, because it’s easy for counterfeit sellers to eat their profits.

“When someone sees this brand’s bracelet on a marketplace, it should be recognizable,” Mendenhall said. “It makes it feel like it’s actually coming from the seller or from the manufacturer versus someone who just has a bunch of these products and is trying to hawk them on a different marketplace.”

To make sure the jewelry brand’s products are recognizable, Pattern pulled their branding through all their channels.

“They use a certain type of model, they use certain types of typefaces and colors, the clothing that they wear . . . all of these things are based on the jewelry brand. So when we’re producing content for them, we want it to feel like the brand. We don’t want it to feel like Pattern. We don’t want it to feel like Amazon. We don’t want it to feel like Walmart. We want it to feel like them,” Mendenhall said.

One small way they’ve done this is to make sure the sizing charts in the jewelry brand’s image stack look different than the sizing charts on Amazon so customers know they’re working with the brand directly.

“If we’re going to show a representation of size, we’re going to show it how they show it on their website or how they show it in their catalogue,” Mendenhall said.

Pattern example: PopSockets

Another brand Pattern has worked with is PopSockets, which makes removable grips for smartphones.

“With PopSockets we wanted it to feel just like PopSockets. We used their same types of models. It’s sort of a quirky style, but we use it because we want somebody to know when they’re buying this it’s an actual PopSockets; it’s not counterfeit,” Mendenhall said.

Popsockets Brand Equity Example | Pattern

When you look at PopSockets’ branding on Amazon and their website, you’ll note that they both incorporate fun flat lays featuring PopSockets in use as well as PopSockets’ logo and branding. It’s easy to tell you’re looking at the same products.

Popsockets Listing Brand Equity Example | Pattern

At Pattern, we work closely with brands’ creative and marketing teams to understand their brand and help them preserve their brand’s equity with consistency and quality creative content. To learn more or ask for a demo of what Pattern creative could look like for your brand, contact us below.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters]( Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail]( --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News]( Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News]( --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail]( DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail]( The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](
Sept 26, 2022

Top 5 Ways to Prepare for Peak with Google Ads

Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.

1. Go Early

In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.

From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.

2. Get Ready for Privacy Changes

 According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.

From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.

It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.

3. Ensure Consumers Can Discover your Brand

A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.

Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.

The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)

4. Get Moving with Performance Max

Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.

Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.

5. Flight Budgets Accordingly

Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.

Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.

Sept 20, 2022

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.