When it comes to growing an ecommerce business, the importance of branding should not be overlooked, especially if you want to make a name for yourself. Regardless if you’re selling your own products, dropshipping, or something in between, one of the best ways to stand out from the pack as an ecommerce business is to have a solid, thoughtful brand identity that is consistent and present across every touchpoint.
The truth is, starting up a successful dropshipping-based ecommerce business is probably more attainable now than ever before. 10 years ago you had to get on the phone to find good suppliers, and sludge through an archaic content management system to sync up product feeds.
Today, all you need is a Spocket account, a Shopify account, and some money to invest in Facebook ads.
While this sounds great, it also means that more ecommerce businesses are launching everyday, making it harder and harder to claim your piece of the pie. So how does a future ecommerce mogul make their mark among the millions of pages online?
Not just a memorable logo, but also an air-tight brand identity to support it. If you stop to think about it, the world’s best companies are the best because of their brand. For example, if someone says McDonald’s, most people think of their iconic logo and that signature “french fry” smell. When I hear the name Adidas, I immediately think of their three-stripe logo, soccer, and track suits.
All of these associations are based on memories and experiences, and these are the building blocks of what it means to be a brand.
For many of you reading this, you’re operating an ecommerce store with no physical storefront for customers to visit, so your opportunities for brand building are often limited to the digital realm. This is why it’s even more critical for online businesses to have a well-designed logo that is thoughtful, creative, and easy to spot.
Let's go over some of the most important elements of building an ecommerce brand online, starting with having an awesome logo, and then talk about how you can incorporate brand identity throughout the entire customer journey.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” -Seth Godin
When people choose an iPhone over and android, their choosing it based on a set of expectations associated with the Apple brand: inclusivity, product support, cutting edge technology. The same goes for your ecommerce store. What characteristics set your website apart from the other online shops selling the same products?
The difference between branding and brand identity:
Within this identity is where ecommerce entrepreneurs have the opportunity to define who they are, what their brand looks and feels like, and what makes them different.
Your logo is often the first element of your brand that prospective customers interact with, whether you operate online, offline, or both. If getting a logo designed or redesigned is something on your list, consider the following points as opportunities to ensure your dropshipping store stands out:
Keep it simple (and responsive)
For the sake of a mobile-first web, try your best to keep your logo as simple and clean as possible. Afterall, in today’s digital landscape at least 49% of consumers are using mobile phones for shopping. That means your logo needs to be easy to read and recognizable, whether your customer is shopping on a smartphone or smart tv. The more elements in your logo, the harder it will be to translate across different devices.
Pick the right type of logo for our business
There are five different types of logos that you have to choose from; wordmark, monogram, combination, brandmark, and emblem. Each logo type has its own benefits to consider, for example, a wordmark logo has no symbols and works great across mediums, whereas a combination logo has more flexibility in terms of branding due to the symbol + lettermark combination. Thinking about where you plan to use your logo can really help boil down the right type for your online store.
Pick the right design tool for the job (and budget)
It has never been easier to get an ecommerce logo designed. There are several options all ranging in cost from $20 to $20,000. And while it may be tempting to go with the most affordable option and call it a day, we recommend you pick the avenue that best suits your goals, personality, and creative abilities:
Within your logo design are the colors and fonts that best represent your brand. A word to the wise: be sure not to breeze over this decision, because the same colors and fonts you choose should also be present across all other touch points, helping to form your brand identity.
Use colors to emote and stand out from the pack
Colors evoke emotion. We are hardwired to associate certain colors with certain feelings or traits. The use of color is at the core of successful brand building. Stick with two to three colors and take the time to think about those colors and how they’ll be used in different applications and mediums online, beyond your logo, such as:
Maybe you’ve noticed that a lot of your ecommerce competitors have red or blue as their primary color. This presents a unique opportunity for you to truly stand apart and stand out. This can be seen in the telecommunications industry, with many of the established companies sticking with red or blue and newer networks embracing purple, orange, and so on.
Don’t discount the power of a great font (or two)
The fonts you select for your logo, and also for your website and marketing material, can say a lot about your dropshipping business:
While your dropshipping website and logo can use same font, they don’t have to. Using complementary font combinations can be extremely effective in solidifying the unique style and feel of your brand. Most website templates for Shopify or Woocommerce have predetermined fonts for titles, body content, etc but many will let you adjust them as needed.
Your dropshipping logo is important. Check! Your brand colors and fonts are super important, too. Check!
Now it’s time to take your logo, your brand colors, and your fonts and ensure they are distributed throughout every channel your ecommerce business is active on. The goal is to be consistent, cohesive, and did I mention consistent?
Here are the best places for you to inject your brand identity online and really make your store shine through the fog:
Your social media profiles
Your email communications
The more places your customers see you, the easier they recognize you. And having a brand identity that’s consistent no matter where they see you - that’s when the magic really happens. That’s when they trust your website, when they tell their friends about your recent sale, and when they share your tweet every Tuesday during lunch.
Just because you don’t own the products you’re selling, it doesn’t mean you can’t create a memorable experience that’s unique to your company. Half of being a brand your customers love is being a brand your customers know.
And it all starts with your logo.
Isha is a content creator at Spocket. She is passionate about helping entrepreneurs build and scale their businesses. She creates insightful content focussed on ecommerce, marketing and growth.