As an ecommerce business, your website serves as a primary resource for users to learn about you and your products. Your branding represents the way you communicate this information, distinguish yourself from other businesses, and make an impression on your audience. Consistency is key for effective branding, but at some point, you may need to rethink your brand identity to better connect with your audience. If you’re considering rebranding your business, keep these principles in mind.
Analysis: Before rebranding, a thorough analysis of your customers and marketplace is necessary. Evaluate industry trends, competitors, and audience demographics and think about how your current branding fits that picture. This will give you an idea of how much your brand needs to be altered and in which direction. This type of analysis can be extremely complex, so an outside consultant may be necessary.
Aesthetic: Your brand’s visual aspects go a long way towards giving customers an immediate feel and understanding for what your brand is all about. Make sure the aesthetics of your brand coordinate to accomplish this. Some elements to consider include:
- tag lines
Tone: Just like your brand aesthetic, the tone of your brand messaging makes a lasting impression on customers. Decide on the “voice” you want to use to communicate with customers and use it consistently throughout all of your content – from product descriptions to social media posts and everything in-between.
Diligence: Successful rebranding doesn’t happen overnight. You must take the time to fully rethink your brand’s identity and keep it consistent throughout your organization without letting it fall off the radar. It may be best to assign a specific person or team to drive the rebranding process and maintain consistency of the new brand.