Building a brand identity for your ecommerce store fosters greater customer engagement and drives higher sales. Having a distinctive “Brand Voice” has become essential for all ecommerce stores. Developing catchy phrases and cute lines for banners is not exactly what we are talking about here. The entire site should reflect a certain voice and tone. It should communicate a distinct brand identity for your store. More importantly it should also have a relevant tone for your business.
As mentioned earlier, the entire ecommerce website should reinforce the tone and voice that you wish to portray for your business. You need to ensure that every interaction of your customer with the website or every transaction that users make, reflect the brand image that you are trying to create.
To understand the concept of including a voice, tone and language for your ecommerce store here are a few pointers:
Ecommerce Product Descriptions
Ecommerce product sales thrive on the product descriptions. Simply copying the manufacturer descriptions is definitely not an option. It is uninspiring for a customer and definitely detrimental for your SEO efforts. Well, you need to take a step further. Make the product descriptions interesting as well as include your brand voice in accordance to the target audience. Here’s where you can use the tone that you want your brand to portray. Getting the right content there is half your job done. Remember to use the right language
Content in other places of your website
Other than the product descriptions, there are so many places where you need to “speak” your brand language. Some of the examples where you could use your brand voice to communicate with your customers is a message during checkout, shipping and return policies and user guides etc for your products. The language you use in these particular places re-ensures your customers about the products they are buying and in turn help build your brand.
Attributes for search, navigation, sorting and filtering
You can instill confidence in the brand by adding attributes that will match the audience priorities. In this way they will perceive your brand as highly relevant to their requirements and hence increasing your credibility. Navigation, categories and products that are built with a perfect hierarchy, search options that return accurate and relevant results, and the ability to filter the products as per their convenience. These may be very common but highly essential features to deliver the brand experience that your wish for your store.
Messaging
Other messages that your customers read on your website like order confirmation, product delivery message and confirmation, all contribute to your customer’s interaction with your store and hence are great opportunities to create an image for your ecommerce site that will build a credible brand in the long run.
Creating a consistent brand voice across all communication with your customers is one way to move steadily towards building an unparalleled brand see your business grow.
