It’s a common oversight for Shopify store owners: branding.
But how to brand a Shopify store?
Most online store-owners do not realize that Shopify store brand-building is very similar to traditional brand-building. This is because no matter what context in which you launch a brand, the principles of branding seamlessly apply.
Doesn’t matter if you are drop-shipping from AliExpress or you carry your own inventory. It also doesn’t matter which online store platform you’re using (Shopify, BigCommerce, Woo Commerce, etc.) there is one rock-bed, non-negotiable truth you need to know:
Brands are not optional—especially for your online store.
Because many Shopify consultants and gurus are warning that 2018 is going to bring a flood of new online stores because the store platforms are getting so easy to use.
You think it is competitive now? You ain’t seen nothin’ yet. You’re about to experience even more intense competition towards the end of 2017 and into 2018. With no end in sight.
That’s right. 2018 will bring ever-increasing competition in e-commerce for Shopify store-owners.
So what do I do?
These gurus recommend that store owners build strong online store brands in order to overcome the flood of competition in the months and years to come.
So you may be asking, “OK, I get it. So how do I brand my Shopify store?”
Or you might be asking, “How do I brand my BigCommerce Store?”
Or my Woo Commerce store?
Well, it’s not easy, but certainly doable if you’re willing to spend a little time.
Start by checking out my quick three-step Shopify Branding jump-start below. It’ll help you get a feel for where you need to start learning and to start moving forward.
And the steps below apply to any online store platform.
Onward and upward, friends!
STEP 1. KNOW YOUR BUSINESS CONTEXT WHEN YOU BRAND YOUR SHOPIFY STORE
First, every online entrepreneur must understand the context in which they work by understanding three basic areas of business:
• Your Company – Know yourself well. This includes things like your brand solution, your brand values, and your brand personality, which all help to build a brand that will carefully target, and attract, customers and sales.
• Your Competition – You need to know who is doing the same or similar things. Knowing how the competition succeeds (or fails) helps you know how to be different in a good way.
• Your Optimal Target Customer – Know your optimal customer well. If you don’t understand your optimal customer, and what their burning problem is, you’ve already lost the game.
Once you gather this information, use it to focus your company like a laser-beam on…The Money Zone.
STEP 2. FOCUS ON THE MONEY ZONE
Check out the colors. The green Money Zone is where you should focus your company activities. The Money Zone avoids the red area where your competition is strong, and focuses on your strengths and brand benefits that are different in a good way.
WARNING: Venturing into the the yellow and red zones could prove fatal. Be careful!
But once you know exactly where to focus, it’s time to step up and make a commitment to the folks out there who are searching for your solution… your brand promise.
STEP 3. MAKE A COMMITMENT to BRAND YOUR SHOPIFY STORE
All great brands make bold promises about solving the target market’s burning problem. A brand promise makes it crystal clear why they should care about you and your store. Most importantly, a brand promise builds trust and separates you from the crowd.
But do you know what your brand promise is?
You should—or you’ll get caught up in the fallacy that all you need is fancy marketing and social media that (unless you are crystal clear about how you solve the problem of your target customer) waters down your brand, and creates a lack of clarity and focus that sends people to your competition…
CAUTION: It’s the age of stressful information overload. Cognitive chaos. If you stress your customers out with masses of random information, they will bail. They need to be convinced that you can solve their problems in refreshing, convenient ways when they buy products in your store.
And the brand promise is the first step toward winning them over.
So what should I do?
Start by asking three key questions:
- About what product or service are we absolutely 100% confident that we can deliver customer happiness 100% of the time?
- How do we make the customer feel when they get our products and use them?
- How is our store different from the competition?
As you are thinking and brainstorming, the first rule of creating a brand promise is: never, ever make a promise you cannot keep.
The goal is always to under-promise and over-deliver.