With booming love for online purchases, e-commerce businesses have become a reliable

way for consumers to explore products. With multiple businesses catering to various
needs of people, proper branding plays a crucial role in improving chances of a
business’s success. Increasing number of customers worldwide are now switching to
e-commerce websites to purchase anything and everything starting from clothes, home
decor to groceries and various other products. Accessibility of products have become
much easier with the growth of e-commerce businesses, as there is a variety of options
available to customers. The future of e-commerce industry looks bright, with big market
players branching into newer product categories.

A very important ‘mantra’ every e-commerce business should follow is - consumers

don’t just buy products, they buy stories. For a newer business that never had physical
stores and have started their business online, it’s important for them to build their story,
their brand in a way that touches the end users some way or the other, maybe through
consistent customer service or clear unique selling points.

Competition in the e-commerce industry is increasing fiercely with each passing day
with brand new e-commerce businesses launching every other day and trying to make a
space in the online territory. Coming to branding, e-commerce firms are leaving no
stone unturned for the right kind of promotions. In such a scenario, it is extremely
important for a new business to build a high quality branding strategy.

One of the best ways to stand out amongst competitors is by having a well-planned,
highly effective branding strategy. The business must look at what makes the brand a
unique player in the market (Unique Selling Point.) Is the business offering exciting
discounts to customers on a regular basis? Is it offering high quality products in much
affordable prices? Is it adding more products to meet consumer demands? Is it giving
out free promotional goodies along with each purchase?
Once an e-commerce brand highlights its strong unique selling point, only then it can
reach out to a bigger mass.
Along with focussing on a brand’s unique selling point, it should also be consistent in its
service quality. While attracting customers is crucial for any e-commerce brand, staying
in terms with product vendors is equally important. If a brand is providing value to its
customer either through high quality service or extensive range of products, vendors are
bound to be interested in using its marketplace. Intelligent and effective branding will
ultimately make marketing easier for any e-commerce brand, retain more customers,
and can take the brand closer to its success.
Various approaches towards successful e-commerce branding-

1. The Brand Name - A unique brand name helps consumers to get attracted towards the
brand’s personality. A brand name doesn’t only mean having a unique name, it consists
of various other things such as the brand logo, social media captions, banners, taglines
and so on which ultimately would highlight the story of the brand. A good brand name is
very important if the business wants to convert potential customers into loyal
customers.

2. Having a Unique Selling Point - Finding the Unique Selling Point is extremely
important for any e-commerce brand if it wants to reach to bigger groups of potential
customers. Touching the nerve of that one thing that sets the brand apart from multiple
other competitors in the market and branding it in an effective way can truly strengthen
the business. Is it high-quality customer service? Does the brand provide customers
with rare products that its competitors have never launched? Does it provide innovative
offers and promotions? Highlighting the extra value that a brand can add to potential
customers through proper branding can take it a long way.

3. Customer Service - Customer is God, for any business. Retaining customers and
converting potential customers to permanent ones is one of the biggest parts of
establishing any e-commerce business in the market. Adhering to the promises made,
effective marketing and taking an extra foot forward to provide unmatched customer
support will surely enhance a brand’s potential value. A brand can be successful if it
understands the fact that satisfied existing customers will always bring in new
customers to it’s business and act accordingly.

4. Importance of social media - In today’s world, where each and every individual uses
social platforms, its extremely important for any e-commerce business to increase its
presence on all web-based and mobile platforms. Almost all potential customers are on
social websites nowadays and active social media presence can ultimately help the brand
in reaching out to a larger customer base. This in turn will generate better revenue for
the brand and take it further ahead in the future.