Branding on Amazon is hard for many sellers, but it shouldn\u2019t have to be! I like to look at heavy hitters like Nike, Wayfair, and Coach. What does each of these have in common? Incredibly visual branding that you never forget. For Nike, it\u2019s the swoosh that makes you come alive to knock out a workout. <\/p>\n\n\n\n
For Wayfair, it\u2019s to know you are outfitting your home beautifully on a budget. And for Coach, stunning, luxurious purses elevate your fashion game. Between their respective imagery, how they write on their product listings, and advertising strategies, their brands are powerful and hard to forget. <\/p>\n\n\n\n
Amazon sellers should take their cues from these powerhouse companies and apply the same principles to their companies. Today, I\u2019ll break down the power of branding on Amazon and how sellers can take simple steps to deliver a specific, focused brand to their customers. <\/p>\n\n\n
This is an exercise that is surprisingly hard. Every brand owner needs to have a guiding mission statement. This mission statement can be visible to the public, but most often, it\u2019s an internal document.\u00a0 It should guide your every move with your brand, all the way from which products you decide to launch to the imagery and music you use in video production. <\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n
For example, if you sold in the outdoors category, your mission statement might be \u201cCreating products that reignite the love for the great outdoors.\u201d With this mission statement, your photography and video production would be hyper-focused on using outdoor imagery. <\/p>\n\n\n\n
A strong Amazon consultant can be helpful with this. Every aspect of your branding would elicit a response of excitement when thinking about this product in the great outdoors. This mission statement would also prevent you from launching any new product that doesn\u2019t fit the brand\u2019s message. The real power here is branding focus and ensuring that potential customers are buying from a company with a passion like theirs. <\/p>\n\n\n\n
The real benefit to a loyal following is repeat customers and seeing viral traffic due to social shares. To achieve this, you need much more than a random product doing well on Amazon. You need your A+ content setup<\/a>, Amazon store<\/a> polished and optimized, beautiful photography, and catchy video clips. In a way, your goal is to create a \u201ctribe\u201d around your brand. Once you have developed a tribe, these customers will inevitably tell their friends and family about your products and share pictures on social media channels raving about your brand. This is powerful as it\u2019s FREE marketing. The best type of \u201cbusiness proof\u201d is a large following talking highly about your products and their quality. A loyal following is also very useful when it comes to holiday sale promotions and garnering a large number of reviews upfront for new product launches<\/a>. <\/p>\n\n\n\n A strong brand presence and wide catalog set you up for taking out your competition and staying on top. If you look at any category on Amazon, the top five sellers will have beautiful photography, videos, and strong branding messaging.\u00a0 By developing your brand, you have the upper hand on Amazon and will shoot to the top five slots relatively fast compared to your competition.\u00a0 Many sellers put up boring pictures without any real value.\u00a0 Instead, focus on adding branding call-outs to your pictures and talking about how your product makes the customer\u2019s life more enjoyable.\u00a0 Consistent color themes and text fonts are critical for this.\u00a0 Customers on Amazon are demanding this level of branding.\u00a0 Your job is to deliver it and watch your revenues soar.\u00a0\u00a0<\/p>\n\n\n\n If you speak with any of the top e-commerce brokers out there, they will tell you that branding is one of the top five metrics potential buyers are looking for when considering a business purchase. A strong brand implies a loyal customer base and brand awareness both on Amazon and on other channels. A potential buyer likes to see this brand already set up so they can expand the brand with their team as times go on. Potential buyers don\u2019t want to do all the upfront work, starting and growing a brand. This is why they buy Amazon businesses. They want turnkey brands that they can expand relatively easily. <\/p>\n\n\n\n One of the most amazing things that happen over the life of a brand is the snowball effect of customers starting to search by your brand name instead of the keyword. For example, instead of searching \u201cradios\u201d, they may search \u201cAirways Radios\u201d to find your products faster. Due to brand loyalty, the customer now does not want to bother buying from a new brand. They trust you, your product, and your mission statement. This can only happen if you have a strong brand and reputation to back it up. Another plus is that these are organic sales, so no extra PPC costs are needed to reach these customers. It\u2019s a big win for the brand and its revenues. <\/p>\n\n\n\n Once you have an established brand, customers inevitably like to buy other products from you related to other products from the same brand. Take a computer mouse, for example. Let\u2019s say you sold innovative, futuristic computer mice and also sold high-end, interesting-looking mouse pads. Since these two products are part of a cohesive brand, customers will be more prone to buy both products from you. This is truly powerful because instead of allowing this customer to buy from other brands, you are capturing them for the sale of more than one product. Another big benefit is that you will pay less pick and pack fees to Amazon<\/a> since multiple products are being shipped out in one Amazon box. Branding is not only incredibly powerful in terms of revenue creation but also fee reduction for your business. <\/p>\n\n\n\n A brand like Coach is known for premium prices due in part because they are a premium brand. They have justified to the consumer that their prices uniquely reflect their high-end brand. You need to do the same with your brand. Competing with the lowest-priced sellers is a loser\u2019s game. Instead, by focusing on strong branding and driving home the message of premium quality, you can demand higher prices, thus higher margins. Another benefit to higher brand value is that you will have to make sales far less often. Take a look at any high-end brand and you will notice one consistent theme: they are not consistently blasting their customers with coupon codes or sales. The goal is to get a multitude of customers to pay full price for products. To achieve this, branding is everything. <\/p>\n\n\n\n So, now that you\u2019ve learned about the power of branding on Amazon, where should you go from here? The first baby step is to decide on your brand\u2019s mission statement. Don\u2019t get frustrated if this takes weeks. That\u2019s completely normal! Once you have the mission statement finalized, take a good hard look at your product lines and decide if everything fits this mission statement. Then, with any new idea, filter through it as well. Another question to ask yourself is, \u201cdoes my photography and videos deliver on my brand\u2019s mission <\/a>statement?\u201d If not, then it\u2019s time to redo your media assets. This all may sound like a lot of work, but it will pay dividends in the long run and allow you to establish your brand as an authority in your category. You won\u2019t regret it. <\/p>\n\n\n\n Additional Read : <\/p>\n\n\n\n 10 Best Amazon Marketing Strategies Proven to Boost Sales<\/a><\/p>\n\n\n\nOut Branding your Competition<\/strong><\/h2>\n\n\n\n
Positioning for an Exit<\/strong><\/h2>\n\n\n\n
Brand Searches by Customers<\/strong><\/h2>\n\n\n\n
Related Product Purchases<\/strong><\/h2>\n\n\n\n
Strong Branding Equals Higher Selling Prices<\/strong><\/h2>\n\n\n\n
Baby Steps<\/strong><\/h2>\n\n\n\n