The Trick to Successful Branding on Ecommerce

Josh Mendenhall

May 3, 2021

3 minute read time

Imagine your brand as a single tree in the forest of an ecommerce marketplace. Although you may first notice your tree’s wide trunk or long branches, the most critical element to your tree’s long-term survival is actually its roots. In this comparison, think of roots as your brand equity—an often overlooked factor that determines whether your brand thrives in ecommerce.

Brand equity is the consumer-perceived worth of a brand, and it translates into value. It makes your product memorable and easy to recognize, and it gives your consumers quality assurance and trust. When you build a consistent, trustworthy brand, customers are more loyal and more likely to buy your product, even when it’s more expensive than other options.

However, many common ecommerce practices erode your brand equity much faster than you can build it, losing you valuable consumers and sales in the process. Read on to learn more about brand equity and how you can overcome the mistakes that keep you from achieving it.

How you can build brand equity

Your brand equity isn’t the result of one big decision, but a million small ones. These decisions form a customer’s experience with your brand, and they may be related to packaging, logos, social media, colors, advertising, and customer service. Most importantly, everything your brand says or does should be consistent with your brand’s story.

Nike and Coca-Cola are both prime examples of brand equity built on consistency. While both companies stay on trend and keep their marketing fresh, they’re also true to their brand, making it effortless for customers to recognize them. Their vision and aesthetic are both clear, and their visual communication remains consistent across platforms even as their brands evolve. As soon as you see the iconic red color or a loveable polar bear sipping soda, for example, you know you’re watching a Coca-Cola advertisement.

Your goal should be similar. One of the best things you can do for your brand equity is to stick to your brand guidelines and ensure any vendor that sells your product does the same. This doesn’t mean you need to use the same ad over and over or that your marketing never changes—it simply means you should stay within your brand’s box, even when that box is expanding.

When you’ve created and promoted a quality product, you’ve set the bar for your company and must continually meet that bar. The second you fall short of your standards is the second customers start to lose trust in your brand and your brand equity starts to erode. On the other side of the coin, even small brands can establish solid brand equity and enjoy ecommerce success when they’re consistent with their messaging.

Factors that erode brand equity

Since consistency is integral to building your brand equity, it’s logical that your equity begins to diminish when several different vendors (both authorized and unauthorized) begin selling your products on ecommerce with different visuals and messaging. Third-party sellers are often not as committed as you are to enforcing your brand’s guidelines.

This may result in listings with low-quality photography or unpolished copy that are not only sloppy, but also inconsistent with your brand’s style guide. If your creative elements tell a different story on product listings, social media accounts, and your website, your brand becomes unrecognizable and unfamiliar to customers, and your brand equity suffers.

In some cases, third party sellers may include inaccuracies in their descriptions for your product. Consumers are then dissatisfied when they receive your product and it doesn’t have all the features the product description claimed, leading to negative reviews, increased returns, and lower organic search rank for product listings on marketplaces.

Vendors may also sell your product for below Minimum Asking Price (MAP), driving down the price for all sellers and minimizing your margins. Consumers will be confused if your price is inconsistent and eventually begin to lose trust in your brand’s quality. Lower prices may initially lead to more sales and higher conversion, but over time, they will decrease consumers’ perception of your brand’s value and quality. Consumers will also tend to buy from the lower priced seller, which may be an unauthorized source, continuing to help the bad actor while hurting your margins.

A similar concept applies when you hire agencies to help you market and sell your product. Agencies may have worked well a decade ago when brands just needed to hire someone to design a big campaign or revamp their packaging, but ecommerce is a different game now. Brands now need an almost constant stream of consistent content on social media and across ecommerce marketplaces, and it’s difficult for agencies to stay consistent with this messaging when they’re not involved in the brand’s day-to-day operations. Simply put, an agency can’t quite connect the dots like a team that’s constantly invested in the brand, leading to visual miscommunication and brand erosion.

Why partnering with a sole distributor may help

Considering everything we’ve discussed, you may find your brand in a difficult situation right now. You know it’s best to minimize third-party sellers, but your company doesn’t have the resources to handle all Amazon sales on its own. You know agencies can be disconnected from your brand’s full story, but you also can’t afford to hire in-house designers and writers.

That’s where Pattern comes in. Partnering with a sole distributor like Pattern in a selective distribution model may just be the answer your brand has been looking for.

When you partner with us, we become your sole Amazon seller, giving your brand the consistency it needs to establish brand equity. But unlike other third party sellers, we’re fiercely committed to your style guide and MAP policies; We’re in the business of ecommerce, so we understand their weight. We adopt your brand’s voice and values and communicate them wherever we can.

For example, Integrative Therapeutics faced issues with channel conflict and inconsistent listings and content. Unauthorized sellers on Amazon led to poor brand representation and slow brand growth. After partnering with Pattern, Integrative regained control of its brand and grew its compound revenue 39% year-over-year.

"Prior to Pattern, we had two individuals spending a lot of time and not making much progress,” said Mandy Kraynik, Integrative VP of Innovation. “Going to the next step of making Pattern our sole Amazon reseller was critical to achieve the control we ultimately needed and have been able to maintain. They treat our brand as if it was their own. We trust them with our brand."

Our ecommerce experts work together with your team to create a consistent content strategy that converts. But unlike agencies, we’re involved in all of the day-to-day aspects of your brand’s messaging on ecommerce, bridging the gap in a way agencies can’t. Every Pattern partner is assigned an art director that’s dedicated to understanding the brand and translating its strategy to Amazon. We never launch creative content until it’s been approved by you, ensuring content consistently aligns with your vision and brand’s story.

Sock brand Feetures struggled with a lack of brand control and messaging before partnering with Pattern. Together, Feetures and Pattern eliminated unauthorized sellers, expanded to new marketplaces, and optimized images and content on Amazon. These changes led to a revenue growth of 67% in Feetures’ first year with Pattern.

“I trust Pattern implicity to make content that is on brand,” said Feetures Art Director Shelly Tackett. “I don't doubt their choice. Whenever they come to me with ideas, I'm always all thumbs up.”

Ready to build your brand equity with Pattern as your partner? Email hello@pattern.com for a free consultation or request your demo now.

Explore Our Ecommerce Resource Library

Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.

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](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) 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](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- 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](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) 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](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- 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](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) 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](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) 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](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)