What is branding and how to develop a brand strategy in Ecommerce


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In recent years, branding has become one of the most talked about topics in digital marketing.

But, do you know what branding is and what is its importance within e-commerce?

In the following article we offer you a definition of branding that includes an explanation of the different types that exist.

We will also give you branding tips and examples that will help you if you want to develop an effective branding strategy for your virtual business.

Meaning of branding

The true meaning of branding goes far beyond the purely material concept that we associate with brands.

The reason is very simple: branding cannot be seen or touched, it is felt!

Despite this ingredient of intangibility, it is worth noting some basic ideas about the concept of branding.

The first, to understand that any business or person (we will see personal branding) has a brand.

This is true whether that brand is part of a branding strategy or if it is entirely improvised.

As the business or person grows publicly, it becomes more important to have a branding strategy.

In this way, it is possible to make sure that all the actions of the brand (including personal ones) contribute to that branding strategy.

What is branding?

So, let’s start at the beginning and see what branding is.

In very simple terms, branding (Anglicism derived from the word brand – brand) is the set of all the actions that are carried out to develop and position the brand of a business.

A more professional and academic definition is the one mentioned by the Spanish Association of Branding Companies (AEBRAND):

“… Is the intelligent, strategic and creative management of all those differentiating elements of a brand identity (tangible or intangible) that contribute to the construction of a promise and a distinctive, relevant, complete and sustainable brand experience over time ”.

With this definition of branding, we can understand the importance it has in the correct management of a business.

Regardless of size, product or industry, any business is a brand, and without proper management it will not reach its potential.

This definitely applies to your Ecommerce business as well.

For this reason, to enrich what has been said, you must be clear about what is behind the brand concept.

What is a trademark?

If you are thinking that a brand is only a logo, a name or a type of design, you are wrong.

Certainly, these elements are essential in building a brand.

However, the concept of a brand is mainly focused on the perception that your customers have of your business.

That is, the brand becomes what others (customers, competitors, and even regulators) think it is.

These concepts are born through the perceptions that the brand creates in those who see it.

It is based on the feelings he provokes, but also on what his actions say about him.

And it is affected both by its actions as a brand, and by those who represent it as employees or managers.

How the brand interacts with others in all its channels and points of contact adds to their perception. In the same way that those who appear publicly as representatives or members of the brand behave.

All this contributes to the perception that the public has of a brand, and whether they will consume and recommend it.

Bad management, on the other hand, can cause users to avoid your brand and recommend the same to other people.

In other words, your brand has much more to do with the emotions, expectations and sensations that you generate among your customers than with the design or logo of your business.

Therefore, it is a good branding strategy to build it, protect it, promote it and comply with the values ​​that build it.

Marketing branding

Taking into account the above we can understand what is the intersection between branding and marketing.

Let’s define marketing as the techniques and studies whose objective is to improve the commercialization of a product.

So, branding, in marketing, is a strategy whose actions are aimed at defining a series of values that customers will use to recognize and differentiate the products and / or services of a business.

Market (in terms of promoting) the values that our brand / product represents so that it is chosen by the public.

How to make a co-branding strategy for your Ecommerce business?

The most important thing to keep in mind is that a co-branding strategy is also within the reach of any business.

You simply have to understand what your product is, the values that your brand represents and understand who may be interested.

Once you understand all that, you can look for collaborations with brands in another segment that share similar values.

For example, if you sell photographic equipment, you could seek an alliance with a specialized magazine on the subject.

Or if you sell exercise equipment or nutritional supplements, you can find a partnership with a gym or a nutritionist.

You can even start with something as simple as writing a guest post on a blog on the internet, to help you give exposure to what you sell in your Ecommerce store.

Digital branding

Digital branding refers to the construction and positioning of a brand on a digital level.

This mainly through its website, social networks and online content.

These elements as a whole should allow a brand to position its presence and highlight its intrinsic values.

The strategic management of the brand through these digital media serves to build its identity.

At the same time, it also seeks to maintain its relevance, differentiate it from others and make it sustainable over time.

One of the characteristics of the digital environment is that it allows a deeper and more interactive relationship between brands and consumers.

Unlike the old environment, in which communication was one-way, social media and digital marketing gave all consumers a voice, so brands must take this into account when positioning their brand on digital channels.

The enthusiasm that Netflix’s red text arouses in millions of people around the world represents a good example of successful digital branding.

Characteristics of a successful digital branding
As in traditional branding, digital branding should focus on the values ​​that you want to represent to users.

In this way, your branding strategy will have coherence and enough flexibility to take advantage of all digital channels.

But, taking advantage of all digital channels does not mean being everywhere.

You must consider in which channels and platforms it makes sense for your Ecommerce business to have a presence.

Social networks like Facebook, Instagram and Twitter can be obvious, but it will depend mainly on the focus of your store, where your target market is located and the nature of your content.

Having a YouTube channel with reviews or examples of actual use of your products is also a good idea.

It may not have seemed obvious to you, but having a Pinterest account would also be very useful for your business.

Where it may not make much sense to have a presence is in a network focused on the professional, like LinkedIn.

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