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Creating brand awareness is one of the most important things you can do as an e-commerce business owner. Familiarity and accountability generate devoted customers and establish a relationship that will grow through proper marketing, word-of-mouth and organically as your company expands. Naturally, brand building is so much more than a fancy website, an eye pleasing logo and an assortment of advertising, it is about establishing a target audience and focusing on their needs.
The first steps of brand building
First and foremost, you need to determine who your target audience is. Although you want anyone and everyone to buy your products or services, selecting a more narrow-focused audience will allow you to target how you will reach them, tailor your messages and accommodate what they need. The key part is to be as specific as possible. For example, college students who enjoy the outdoors. You’ve narrowed your demographic to include educated people, between the ages of 18 to roughly 30, that enjoy spending time surrounded by nature. This will allow you to cater your marketing approach to appeal to them and perhaps even other consumers along the way.
Create a mission statement
When you’re aiming to create brand awareness, you’ll have to craft a clear statement that expresses what your company is passionate about. Once you establish your target audience, you will be able to form a message that intrigues them. For example, the brand Nike has a clear, distinct message to their demographic, “Our Mission is to Bring Inspiration and Innovation to Every Athlete* in the World”, with a footnote indicating, “*If You Have a Body, You are an Athlete.” Those are some pretty smart choice of words when it comes to brand building.
Research, research, research
It’s naive to think that your brand is the only unique one, especially in a world of endless competition. However, dedicated time to research what is already being done is really worthwhile. Study how your competitors have effectively built their brand and identify how you can use the same processes within your own company
Hire professional help
A quality marketing team or professional graphic designer will be your saving grace when it comes to building brand awareness. They will work with you to reach your target audience by resonating your message through social media, newsletters and blog posts, all while creating an innovative logo and an attractive website design.
Do you have any other tips to help e-commerce businesses build their brand awareness? Let us know in the comments section below.