Series Overview: There are the 4 attributes of a powerful e-commerce brand. In the first article in this series, I described the invisible aspects of a powerful e-commerce brand.
In this article, we'll discuss 6 visible aspects of a powerful e-commerce brand and how you can put them together in support of your online selling efforts. These aspects are frequently overlooked entirely, or put together quickly without thoughtful consideration. This article will give you key insights into how to use them effectively.
Influences on this article include the work of Jon Ward, I'd encourage you to look into his work.
The 1st Visible Aspect - The Name Of Your Brand: The name of your brand is the most important visible element. It's the aspect of your brand that you need to spend the most time working on.
Myth: All the good names are taken
Reality: There is an unlimited number of great options available for your brand.
Let's look a just some of the options available to you:
The 2nd Visible Aspect - The Logo You Use: Many brands don't use a logo, they simply make their name into a logo. That's a great approach. But the purpose of a logo is to work where words won't work. For example, in a very small space, or in a space that is filled with symbols.
There are 3 easy ways you can create an effective logo depending on your budget. I highly recommend you use one of these options rather than trying to make your own from scratch.
The 3rd Visible Aspect - The Tagline: A Tagline, descriptive statement, or slogan is a powerful communication tool. The purpose is to associate a key concept with your brand. A tagline needs to be memorable, convey one idea, and underscore your brand promise. Popular examples of taglines include:
The 4th Visible Aspect - Back-Story: The back-story is an under-used elements of most brands. But smart marketers use it for a wide variety of reasons. Rookie marketers will avoid crafting a compelling back-story for fear of sharing too much about themselves. They should do just the opposite. Done well, a back-story can:
The 5th Visible Aspect - The Colors: The colors you choose can become a powerful aspect of your brand. To make it work you need to be very intentional about the repeated use of the colors. You also need to use colors that your customer doesn't already associate with another brand. This can be challenging.
The 6th Visible Aspect - The Font Choice: The fonts you use repeatedly can become a meaningful part of your brand as well. This is a more subtle aspect, but it can be an effective tool. As with the colors you choose, the font needs to be available in the mind of the customer and not already associated with another brand. For this reason, many large companies commission artists to make a unique font just for their use, which becomes intellectual property.
In the next article in this series, we'll look at the legal aspects of a brand and how to determine if you can use it or not.
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