The online environment is becoming more and more saturated every year. Today, few companies operate explicitly in the offline world. The e-shop, or at least the presentation website, is currently part of almost every business. That is why the fundamental question arises - how to differentiate yourself from the competition and motivate potential customers to buy from you?
Imagine 3 e-shops, each selling the same. Let's say branded sneakers. As the range and prices are similar, the differences lie in the details. And one of them is the brand. If you know that one of the online stores is under the auspices of a well-known brand, which you often hear about on the Internet, you will probably buy in it. This is exactly what it is brand strength.
If you have built a brand that customers associate with positive emotions and quality, they will be happy to buy from you not only for the first time, but also repeatedly. Statistics even show it's up 14 times higher chance to sell a service or product to a customer who has already bought from you, as a completely new one.
A mark that is engraved in memory
Building a brand brings one major advantage - you will become memorable thanks to it. If you sell on the Internet only under the auspices of a domain, people will look at your range, but they will quickly forget about you. Conversely, if you are performing under a brand that has its own characteristic logo, colors and ways of communication, people will remember you very well.
Brands that have been operating on the market for a long time and have already built a certain reputation can much easier to expand your portfolio of products or services. Customers are already accustomed to a certain quality standard, thanks to which they are happy to buy practically any assortment.
Focus on your target audience
In the best way how to differentiate yourself from the competition, is to target your specific clientele and adapt their entire communication. The visual identity should correspond to the lifestyle and core values recognized by your target. If you sell some financial products (loans, insurance, etc.), the company logo should evoke a sense of reliability, certainty and trust.
Conversely, if you have a lifestyle blog, vibrant colors symbolizing happiness and energy are more appropriate. That's exactly what this is about brand buildingthat customers will fall in love with. Having a visual brand identity should follow correspond to the graphics. It's good if your product design includes your distinctive features.
Be personal
In today's fast pace, personal contact with the customer is often a rarity, especially when we are talking about online communication. Brands that try to be as close to their customers as possible gain a significant advantage in the market. People want to feel that they are not just some numbers for you in Excel or Google Analytics.
Make them feel you it depends on every single customer. An interesting way to differentiate yourself from the competition is, for example, promotional e-mails in which you address the recipient by name. You get this, for example, when registering a user in your portal. Even such a trifle can change the perception of your brand by customers.
Let customers feel the value
Are you looking for solutions to differentiate yourself by your brand from the competition in the online environment? Build name based on value. Let's say the customer orders sneakers in 2 different e-shops. The first will come to him after 5 days, packed in an ordinary cardboard box.
From the second e-shop he will receive it after 2 days, packed in a box with personal dedication, a few free stickers and discount coupon for the next purchase. It is probably clear from which online store you will feel that you have gained better value for your money. If your brand will be customers combine with high added value, they will be happy to buy from you despite slightly higher prices.
Don't compare yourself
Notice what the competition is doing, but don't compare your brand to it in every single respect. Strong brandy goes its own way, no matter what the competitors are doing. Be aware that their target group may be different from yours.
Focus on your potential customers and do everything you can to get yours associated the brand with positive emotions. In the long run, thanks to such an approach you build a strong brandwhich will be simply unmistakable.
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