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.

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Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)