In one of my older posts I have already touched upon branding. This post will be based on the discussions in the e-commerce forum I recently attended and will cover examples of building up a brand in e-commerce.
Why is brand-building so important, especially in e-commerce?
- For the company, a brand helps to differentiate its products from competitors and achieve a higher profit margin;
- Branding is also orientation help for marketing and other departments, as it defines how the company wants to communicate itself internally and externally;
- For the customer, branding makes choosing among a number of products easier and serves as a warranty of the quality associated with the brand.
As I had discussed before, a brand includes both “tangible” qualities such as logo, colors, design, etc. and “intangibles”, such as emotions and motives associated with the brand. Those motives play an extremely important role, as the majority of buying decisions are made on a subconscious level.
Two companies were invited to speak about how they built up their brand: Haix (functional footwear) and Chrono24 (an online marketplace for watches).
In case of Haix, the following steps were taken to build up their brand:
- Extensive market research to define the present (professionals) and the target (leisure) segments for their shoes;
- Creating the main theme around the brand (thrill & adventure) and centering all communication around it;
- Reaching out to consumers directly using branded shops;
- Engaging in event marketing and social media marketing to establish a closer contact to the target customer.
Chrono24 uses a slightly different strategy:
- Defining their brand archetype as “magician”- innovative and fulfilling wishes;
- Developing the brand inside the company by educating employees about the brand;
- Improving customer experience in line with the chosen brand-building strategy.
However, as both speakers concluded, some of the most important things to consider in brand-building are: orientation towards the target segment, open dialog with the customer and consistency in the branding strategy.