Marketing is usually one of the fastest moving industries, with trends and market shares constantly shifting, but the last few years have turned the commercial world upside down. With an increased demand for remote shopping experiences and door delivery services, retail markets have had to adjust very, very quickly!
As people do more shopping online, building a brand is not as simple as putting your products on the shelf next to similar products. Shoppers are more discerning of their purchases and are often making choices on a brand’s name and reputation, rather than rolling the dice on an unknown entity. This makes building your brand critical, as customers won’t buy your products if you aren’t recognizable!
Here are three pillars of brand-building that you should keep in mind while building your own brand!
Invest in Yourself
What’s the very first thing that a potential customer notices about your products? The packaging! Be sure to keep your packaging in mind when you are designing your marketing. Having a recognizable logo for your brand is important, as is using packaging that draws the eye.
Part of your branding and packaging should be something that tells who you are as a brand and as a company. You don’t have to get political – there are plenty of ways to engage a potential customer with messaging. Utilize your company’s identity. If you’ve received recent awards in product quality, include mention of those. If you have an interesting story on how your company was formed, use that too! Customers love to see a somewhat humanized brand that they can identify with.
Lastly, don’t overlook the importance of quality materials. A product’s marketing can do a great job of boosting your business, but without a quality product, you won’t get very far.
Market Outside of Amazon
External marketing is crucial while building your brand on Amazon.
While it may be obvious to say that a “wider market means more customers” as a justification for external marketing, that isn’t the full story in this case. Amazon’s marketplace has a system that you need to learn how to work to your advantage. The marketplace is competitive, with other sellers constantly vying for top spots to increase their traffic. Internal marketing through Amazon Advertising is expensive and will only reach clients on Amazon.
Using external marketing tools such as your social media platforms and your company website to direct traffic to your Amazon listings can help level the playing field without breaking the bank on expensive Amazon ads.
Know Your Audience
Loyal customers form an emotional connection to their brands and brand identities. You’ll be first to mind whenever they think of your product category, and they will prefer your brand for future purchases. This is great for your sales, but it means that you must manage your brand like a living thing. Make sure that your customers’ needs are continuously met through your product and brand messaging. Don’t be afraid to shift strategies as your client base’s preference does.
Amazon’s marketplace is a fantastic tool for processing sales, but the online market gives you much more access to your customers, while providing endless opportunities to grow your brand as well – take advantage of it!
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