With thousands of new e-commerce stores popping up daily, it’s easy to get lost. 

It’s no longer enough just to have the cheapest products or offer free shopping vouchers. If you want to stand out, you need strong branding an identity that is uniquely yours and one that your customers can relate to or connect with. 

Below are some actionable tips to help you build a compelling brand for your e-commerce store. Let’s take a look at them, shall we? 

Design a Memorable Brand Identity

Branding is more than just a cool logo. It’s all about creating an identity for your brand. What your brand stands for, how your brand “talks,” your aesthetic, and simply your overall vibe all of these elements create your brand identity.

Think of it as the difference between Supreme's cool street-style look and Forever21's youthful and casual vibe. Both brands have built an identity that appeals to a specific set of customers and makes them stand out from the millions of clothing brands available. 

To create a brand identity, start by defining your brand personality. Do you want to be seen as luxurious and chic? Friendly and approachable? Sporty and driven?  

Next, you must identify your target audience. Different target audiences will find different brands appealing. For example, working professionals in their 50s generally won’t connect with funny or trendy brands, but a young Gen-Z audience often will. 

Once you have your brand identity, it’s time to apply it to your visual branding. For instance, an elegant script logo will work for luxury brands, while a colorful mascot will fit a kids-oriented brand. 

Lastly, make sure your brand is consistent. Your brand's looks and acts should be the same across all your platforms whether it’s your e-commerce site, email marketing, Instagram Reel, Tumblr banner, or brochure. 

Craft a Compelling Brand Story

People love stories since they evoke emotions, create emotional bonds, and make information more meaningful. 

Let’s say you sell toothbrushes. Yours is a little more special since the toothbrushes you sell are made from eco-friendly materials and can be composted after use. You sell sustainable products like these because you want to help save the environment and believe every small action counts. 

A compelling brand story like this not only humanizes your brand but also sets you apart from the competition. It gives your customers a reason to “choose” you over the others. It also makes your e-commerce store more relatable and meaningful, and not just another shop selling products. 

To create your brand story, answer these questions: 

• Why did you start your business? 

• What problem are you solving? 

• What makes you different from the others? 

• What values drive your company?

The more genuine and personal your story is, the more people will connect with you. Eventually, your buyers will turn to long-time customers and advocates who support your brand not only for your products but also for what you stand for. 

Have a Unique E-Commerce Website

Your e-commerce website serves as your storefront in the online world. 

However, a simple website is no longer enough. If you truly want to stand out, go for unique website layouts that align with your brand identity. These can be features like parallax scrolling, dynamic grids, hidden navigation, micro animation, glassmorphism, and more. 

An example is Waka Waka World. Their website features scroll-triggered animations, zoom-in and zoom-out effects, and full-screen options so that customers can see the intricate details on the furniture.

Another is Moooi. Their website offers an immersive user experience with a 360° moving camera that explores a digital room containing their products. This is not only visually appealing but also aligns with their commitment to producing innovative designs. 

Studio Neat’s website has a more understated design to align with its minimalistic branding. However, it adds small hover animations like the one below to add more visual interest. 

Immersive and visually appealing designs like these can help grab customers’ attention and help you stand out amongst the sea of plain, generic e-commerce sites. 

Develop a Unique Packaging Experience

It’s time to think beyond a plain cardboard box or a simple white plastic pouch. Using beautiful packaging for your products not only sets you apart but also makes the unboxing more special for your customers. 

Imagine receiving one that is decorated like a gift box. Or a pop-up that can be transformed into a completely new shape. It makes you happy, right? Makes you look forward to using the item? If this is something that resonates with you, it’s sure to evoke the same feelings in your customers.

Source: Ritual Cosmetics, Doritos 

Your packaging is also an avenue for you to reinforce your brand identity. For example, Happy Socks branding is all about adding whimsy to your life. Their packaging reflects this, with every box containing different colorful illustrations that also match the design of their socks. 

Even simpler ideas, like adding freebies and stickers, handwriting a thank you note, or creating custom illustrations for your customers, offer a more delightful and personalized experience. 

Make Your Shop Feel More “Human”

E-commerce may have the advantage of convenience and accessibility but they lack one major thing compared to in-store shopping—that is, that human and personal touch.

In online shopping, customers can only view the items through the screen. They can’t see, touch, or interact with the product unlike in physical stores. Since there are also no sales staff, online customers miss out on the warm and engaging experience that they can usually get in store. 

You can bridge this gap by humanizing your brand. One way to do this is to show the people behind your e-commerce store. Share team photos, behind-the-scenes content, staff interviews, or videos about your personal stories on your website or social media.Even something as simple as professional headshots with branded headshot backgrounds can build trust and make your store more relatable.

Actively engage with your customers as well. Reply to their comments, questions, and messages. Always share their reviews, photos, or any other user-generated content. Go for interactive social media content such as live Q&A sessions, Ask Me Anything, or polls. 

The more your customers see you as a brand with real, living people behind it, the more they’ll feel connected to you. 

Establish Your Credibility

Brand credibility is important in strengthening your reputation and building customer trust. If your brand looks and acts professional and has proven to deliver on its promises, people are more inclined to trust you and purchase your products. 

One of the best ways to establish credibility is by social proof. People trust customers' reviews more than any marketing content or ads. If you have positive reviews or testimonials, you should showcase them on your website’s homepage or your product pages. 

Featuring user-generated content, such as videos of your customers unboxing or photos of them using your products, also reinforces your credibility. 

It also works as a form of subtle marketing. If one sees that many people are enjoying your products, they will get curious about your brand and might be nudged into trying it out. 

Another important element is transparency. Customers appreciate honesty, and brands that openly share their stories and how their brand works can build deeper trust with their customers. 

For example, a brand championing sustainability can show proof of its sourcing methods and other eco-friendly practices. A brand focusing on craftmanship can discuss the materials and processes it uses. 

Provide Exceptional Customer Service

Outstanding customer service is another part of brand building. A positive experience can turn a one-time buyer into a loyal customer, while one negative experience can ruin your brand’s reputation. 

Offer multiple support channels, such as live chat, emails, calls, SMS, and social media. Respond to their queries as promptly as you can. If you don’t have the resources for 24/7 support, consider using chatbots or AI to fill in the gaps. 

Try using a warm and friendly tone in your messages instead of the typical robotic responses. Refer to your customers by their name and make personalized messages or suggestions as well. This can go a long way in making your customers feel heard and valued. 

A clear return policy, hassle-free payment methods, and proactive updates about a customer’s order can also help. By making it easy and secure for your customers to buy something from you, they are more likely to do it. 

When customers feel taken care of, they’re more likely to leave positive reviews and become repeat buyers. They are also likely to recommend your brand to others, helping you build brand credibility and brand awareness. 

Wrapping Up

Branding is more than just a logo and a color scheme. It’s the entire experience your customers get with your business—from your products to your packaging, product descriptions, social media content, website, and more. 

Branding is also not just limited to global brands like Nike or Apple. Even small businesses or new shops can benefit by building a strong identity right from the start. By implementing the strategies above, you too can build a strong e-commerce brand that can stand out in a crowded market.