Picture the newest Apple product. Now, you’ve probably envisioned something clean, sleek, and cutting edge. Next, think of the last Nike commercial you saw—can you feel the inspiration coursing through you all over again? While both of these brands have a strong reputation in your mind, you connect to them in entirely different ways. The reason? Deliberate brand strategy.
The Apple logo is so recognizable and loved that customers proudly don it on their vehicles, laptops, and water bottles. Within seconds of a Nike commercial starting, viewers immediately know the iconic sportswear company produced it. Just seeing Coca-Cola’s signature red color and font is enough to make many Americans crave a Coke.
These companies have understood who they are, who their customer is, and how to meaningfully connect the two. They’ve been aggressive in protecting their brand and consistently communicating their brand identity.
While we can’t guarantee every brand will become a household name as prominent as Apple or Nike, every company does have the potential to leverage its brand strategy to resonate with consumers and tell a powerful brand story.
Your brand strategy is your company’s approach to building and maintaining a brand that resonates with consumers. Brands may achieve this goal through various means, but the core goal remains the same: creating and communicating a strong, familiar brand that fosters a loyal customer base.
The first step of brand strategy is to mindfully create a brand. We don’t mean creating a product or business—a brand isn’t just a company, logo, color, or name. A brand is how people perceive your company, logo, or name. It’s the implicit feelings wrapped around your product.
To create a brand that resonates with consumers, you should first understand who you are as a brand, who you want to be as a brand, and what your products stand for. You should also seek to understand your customer, what’s important to them, and why they need your product.
Once you’ve established your brand, the next step in your brand strategy should be developing a brand system to ensure you’re successfully communicating your brand identity and values. One way to develop this system is by creating what we call a kit of parts full of different elements—written, visual, and graphic—that reinforce your brand. This may include iconography, typography, voice, colors, logos, and more.
It’s also best practice to provide a style guide, photo guide, brand guide, or other similar established guidelines for anyone who will be creating assets for or representing the brand. These guides should identify each piece of the brand and how they should be executed. Make sure that all employees, partners, agencies, and sellers follow these guidelines.
It’s important to protect your carefully crafted brand on ecommerce marketplaces by avoiding unauthorized sellers who misrepresent you. Incorporating brand protection into your brand strategy and keeping your company tightly managed across all marketplaces will help you maintain your brand’s image and reliability.
Unfortunately, if you’re not on major marketplaces like Amazon and Walmart.com, someone else is probably representing you there, and doing a poor job. Like we touched on earlier, your brand is how people perceive your company—and it’s difficult for that perception to be strong when your message, prices, products, and customer service are inconsistent across channels.
As part of your brand strategy, be consistent with your brand’s style, look, and feel. Everything you create, publish, or sell communicates a message, and you want your message to be consistent. (Spoiler alert: the more sellers you have across channels, the harder consistency becomes.)
Your packaging needs to tell the same story in every place your product is sold, whether that be brick-and-mortar stores or online. Your online listings across marketplaces, social media posts, and marketing materials should reflect the same tone and voice. Your typography, colors, and graphic design should be so consistent that consumers can immediately recognize the content they see as yours—the same way the Apple logo immediately communicates a polished, high-tech vibe.
Even while maintaining consistency, you can be creative. It’s possible to veer a bit outside your brand’s lane, so to speak, without getting off at the exit. There are always opportunities to have fun with your brand by experimenting and testing to see if new ideas resonate with the viewer. Doing so helps keep your brand from becoming stale.
At the end of the day, you know your brand strategy has been successful when you’ve connected with your consumer to the point that they understand and recognize your brand and what it stands for.
In part, this means leveraging your brand elements to forge an emotional connection with viewers. People are attached to brands that appeal to their emotions. Even seemingly small decisions, like your font choice and color palette, invoke emotions in your customers. This emotional connection is key to establishing loyalty and differentiating your brand and product from similar ones on the market.
A successful brand strategy also means your brand is familiar and recognizable. You’ll know you’ve executed your brand strategy successfully when a customer briefly sees your advertising, listings, or packaging and immediately knows that it’s from your brand.
The ultimate goal is for customers to share your brand without you asking them to do so. The fact that some Apple customers put Apple stickers on the back of their cars, for example, is a testament to Apple’s extremely successful strategy. You know you’ve built a successful brand when customers love your brand, believe in it, and share it with others organically.
PopSockets, a Pattern partner that sells phone accessories, is a great example of a company that’s nailed the brand strategy. PopSockets’ content isn’t just informative; it evokes fun, happy, and playful emotions. This branding is consistent across all channels and marketplaces. As a brand, PopSockets is aware of people’s need to express their individuality and helps them do so with its products. PopSockets’ products and content are immediately recognizable, and customers remain loyal.
At Pattern, we help brands like PopSockets save time and increase sales by helping them form and execute their brand strategy in a consistent way across channels. We can help your brand develop a brand voice and style that will resonate with customers and turn them into loyal brand ambassadors. These changes won’t just build a loyal following; they’ll also accelerate your traffic, conversion, and profit on ecommerce marketplaces around the globe. Interested in learning more? Get in touch 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.