Headed into 2021, the ecommerce playing field is more level than ever. Small and medium businesses are now responsible for more than half of Amazon sales, marking a 30% increase in the last decade, and Amazon recently announced a $30 billion investment in small sellers.
Any company with a quality product—whether that company has 5 employees or 5,000—can now find success in online marketplaces as long as they pay attention to one crucial ingredient: branding. By forming a clear, consistent brand identity and capitalizing on all branding opportunities, both small and large businesses can stand a step above competitors and ultimately increase conversion.
A company’s brand is how consumers perceive the company or product. Shaping this perception positively is the goal of ecommerce branding. Your logo, typography, imagery, colors, packaging, social media presence, messaging, and customer service all influence your company’s identity. It’s this identity that earns your brand loyal, lifelong customers—or, if done wrong, turns customers away.
Every time a potential customer interacts with your brand, whether by seeing your product online or on a shelf at the store, you’re making an impression. What kind of impression do you want to make when someone sees your product? What important company values do you want to communicate? What vibe do you want shoppers to feel when they visit your website or use your product? These are all questions your branding strategy should answer.
Solidying your identity across platforms, elements, and products helps consumers understand your brand no matter where they find it. This builds better brand recognition and more trust in your offering.
Consistency is the key to successful branding. It matters less what your branding looks like and more that you have a clear, unique brand identity that’s consistent across all platforms, marketplaces, and social media channels. Don’t make the mistake of creating one brand identity in retail stores, a different one on social media, another in online marketplaces, and yet another on your company website. When consumers can’t grasp your brand identity clearly and recognize it instantly, they’re less likely to trust your brand, buy your products, and stick with your organization over time.
Even well-established companies with a clear style and brand struggle to consistently communicate their identity on ecommerce. These brands may have talented creative teams that design compelling content for displays in brick-and-mortar stores or their own company websites. But translating these strategies to Amazon and other online marketplaces requires time and resources that many brands lack, making it more difficult than it needs to convert on ecommerce.
Just like your overall creative strategy should be consistent from platform to platform, your creative elements should also be consistent with each other. Your brand identity, logo, packaging, and design should all complement each other. For example, if your product itself is sleek and modern, your logo and font choice should reflect that style. If your focus is environmental sustainability, you probably don’t want to package your product in copious amounts of plastic. If your brand vibe is upbeat and fun, it would make sense to use vibrant colors in your advertising and social media posts.
And finally, you should have continuity and consistency between your distinct products. Even if you sell a wide range of goods, they should all be connected in your product family in a way that makes sense to consumers. Let your branding show your pride for each of your related products and your company.
Once you’ve nailed down your consistent brand, maximize every possible opportunity to communicate it with customers on ecommerce. Fill every image slot on your product listing page and optimize below-the-fold and additional content. Use as much real estate as the platform offers you. Product pages should be filled from top to bottom with consistent brand content. Make sure your logo is present, whether on your product itself or the product packaging, so consumers always know the product is coming from you.
Because of Pattern’s love for data, we see the difference it makes when our partners start to communicate a clear, consistent brand identity on ecommerce. We’ve seen significant increases in conversion for both well-established companies and ecommerce newcomers when they start implementing effective branding online. Why? Because when it’s clear you know who you are, customers believe in your brand and feel more safe and secure investing in your products.
Take a second to imagine your shopping experience as a consumer at a retail store. How do you decide which product to buy when you’re presented with several options? You likely first gravitate toward a product based on its packaging and presentation. You might then pick it up to feel its weight, read about its ingredients on the label, and compare its features to similar options on the shelf.
All of these factors are important in helping you—and all consumers—understand the brand and make a final purchasing decision. The goal of creative content on ecommerce is to use visual elements to recreate this brick-and-mortar experience online. Your product listings, images, videos, and descriptions should visually communicate the shopping experience to consumers and tell them as much about your product as they’d know if they could personally hold and examine it.
Your brand may be able to recreate the shopping experience and answer consumers’ questions simply by optimizing the basics of your product listing, like the image stack and product description. But if you want to go above and beyond to increase your conversion and strengthen your brand identity, there are several additional tactics you can try:
When you’re working to take your creative strategy to the next level, remember to keep it fresh and frequently update your ad campaigns, promos, and visual communication (while, of course, staying consistent with your brand like we’ve discussed previously.)
Need help establishing your brand on ecommerce? That’s our specialty. We’re eager to work with you to create your brand identity or translate your established brand to ecommerce, all at no cost to you. Email email@example.com for a free consultation or request a demo today.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.