Your brand values are a key offering – what does your brand stand for, and how can you best communicate that message to your ecommerce customers?
Building brand equity and emotional attachment from your customers is essential for your ecommerce business to be successful.
Just as consumers are willing to pay a premium for a Starbucks coffee rather than a local cuppa, you want your customers to value your brand.
At the heart of brand values is service – people will pay extra money if your brand offers them something they deem special, and if your brand develops a reputation for excellence.
How can you communicate brand values effectively?
Know your audience
As always, proper research is essential in order to communicate well. You need to have a deep knowledge of your target audience – what they speak, how they interact with brands, and what their likes and dislikes are. This knowledge will help you communicate the message effectively, with fewer barriers.
Deliver your brand messages in the language or tone that your customers speak and understand.
Choose a proper channel
Extensive research will give you a good idea about your potential customers, too, so choose the right channel through which to communicate. Does your target audience use Twitter? Facebook? Google? Design your content according to the channel.
Maintain brand discipline
Depending on the size of your ecommerce business, you may need to create a set of rules for your brand and brand values. If you operate in different markets or languages, make sure that each site retains the same brand and communicates the same values as your home market.
You can do this by setting up proper guidelines, rules and regulations for staff to follow.
Listen to your customers
A relationship can only flourish when there are strong bonds of understanding and communication between the brand and its customers. Give your customers the chance to speak and express themselves and – importantly – take time to listen to their feedback.
Social media is an easy way to do this. Just encourage your fans in the various social networks to interact with you and ask them what innovations or services they expect from you, or what changes they would like to see in your products and services.
Speak Your Mind