The difference between a successful online retailer and someone who sells the occasional product online often comes down to brand.
When you’re selling online, you’re lost in a sea of thousands of other sellers. When a potential customer finds you, they’re probably going to make a snap decision about whether your store is the kind of place worth browsing. That’s where the strength of your brand comes in.
You need to make your store is the kind of place your customer will feel at home. That means narrowing down exactly which customer you’re trying to attract, and then working out what appeals to them. In doing so, you’ll probably alienate other people, but that’s totally fine–they weren’t going to shop from you anyway! When it comes to branding, it’s all about narrowing down your pool to speak loudly to the people you know fit your buyer profile.
A good set of keywords helps you do this, and allows you to create a solid foundation on which to build your brand. Want to get started? Here’s an easy, 3-step process:
- Write a list of everything you think your customers value about your products and the service you provide. This will be much easier if you have a few customers you can ask. You’re looking for words like ‘high-quality’, ‘excellent customer service’, ‘fun’, ‘made locally’
- Now, picture a customer in your mind. The one who keeps coming back to buy from you over and over again. Write a description of this person and focus on the aspects you think make them relate to your products. These might be ‘mid 20s’, ‘into fashion/gaming/gardening’, ‘new mom’
- Finally, write down how you want people to feel when encountering your brand and purchasing from you. Try to look past the obvious and look for more unique words such as ‘confident’, ‘self-expressive’, ‘socially conscious’
Take your three lists of words and look for overlaps and words which resonate strongly with you. Over time you can review and refine the words as your brand grows and you learn more about your customers. Keep these words handy whenever you’re making any decisions about your store, and you’ll be well on your way to building a strong brand.