Let's talk branding - IT'S A TRAP!

Coming off last week, we had a fantastic talk about the influence of typography (Fonts, Visual type) as a key branding element and its power to elevate your Logo, product, packaging, and everything in between. 

We covered some essential branding topics, which got us thinking about the key checkpoints all ecomm-sellers should consider when starting a brand, rebranding or even advertising. 

You may decide to go with a designer to avoid having to do it yourself, but it's still helpful to know the fundamentals and to make sure you look like you know what you're talking about when the design meetings start.

Does your brand name tell what you're selling? 

What does this company sound like they do?

Simpson & Smithers Ltd. 

Sounds like a law firm, right? What if I told you they sold Outdoor Furniture on Amazon? 

Doesn't sound right (yet so many people make this mistake)

Maybe changing the name to LawnFurn would be better?

Make your Brand Name match your industry

If you're selling outdoor furniture products, but your name doesn't offer an understanding of what you're selling, then this could be a huge missed opportunity.

You can argue that enormous companies like Nike and Mcdonald's don't have names which express their niche, but they've spent BILLIONS (which you may not have) to become synonymous with their respective industries.

This doesn't mean you need to have the product or service in the name, but the world has gotten smaller, and the amount of brands has increased exponentially. 

So how do you stand out in the noise?

If you're alone or in a small team looking to build an e-commerce business, your first line of attack is your brand name. 

Examples:

It's a TRAP! (Critter Control Trap products)

It's a TRAP elicits a feeling that the product is built around trapping something (it's in the name), So your mind is immediately able to understand what they may sell. 

Dunkin' Donuts 

Already you're thinking of dunking your American Donuts into your coffee. 

Netflix 

Net (Internet) Flix (Movie flick)

Need I say more?

Go and look at all the brands within your respective industry niche and see what the best sellers' names are.

Do they have some connection to that industry?

If so... 

Shouldn't you?

If your Logo doesn't look good in black and white, try again.

There's a method to the madness. 

You've thought up the most fantastic colour scheme for your Logo, and it looks spectacular. 

Well, you've just got your first packaging back, and the Logo isn't hitting right...

The shades you painstakingly spent time developing intricately just aren't coming up on the side of your box as you pictured.

Is it back to the drawing board?

It's a well-known fact that when you start branding, you will use it in unconventional ways. 

So having a simple black-and-white version means that even when the colours are gone, you're still recognisable.

Think Apple.

The 1977 logo was colourful, and I mean COLOURFUL.

But now look at the back of your Mac. The colours are gone, but you still know what that Logo is.

Black & white, start it right. 

But this doesn't mean you should forgo colour...

Colour elicits emotion

Red is angry! Or is it Love?

Green is peace! Or is it fresh?

Blue is relaxed... Or is it cold?

 Colour can have varying emotional effects on individuals, so creating a colour palette which strengthens these emotions in your customers is something to consider.

Think of those yellow Mcdonald's arches

(I'm getting hungry)

or

The Orange in Harley Davidson Logo

(I need a leather jacket)

what about that giant red Target?

What colours can you add to your branding to hit the senses?

The more senses you can hit with your branding, the more likely you can stimulate an emotional response.

Go and look at your favourite brands and write down what feelings they give you. 

How can you replicate that?

Bylines (slogans) are prime real estate.

Just Do it.

Eat Fresh.

Finger lickin' Good.

It's not just a brand name or Logo which can catch our attention. 

You have a byline/slogan that can be just as powerful (if not more) than your brand's name. 

Again this is the opportunity for you to tell people what you do, sell, and offer.

Not all brands need a slogan, but it doesn't hurt to have one.

Just like the above slogans, a catchy sentence can stick in people's minds long after they've bought your product.

Marketing 101 = Making sure they never forget you!

Do you know any brands which have more powerful slogans than their name?

Typography matters 

Fonts are powerful. 

Yet most people just find a simple one and lump it and leave it.

This is a bad idea. 

You can convey so much emotion or feeling with the correct font type for your brand.

Don't go for the font that will make your brand look like a generic company.

It's worth having a budget and paying for one or looking through the countless font options online that people have made totally free of charge!

You can use websites like this one, which offers you the option to try out various font types totally free and then purchase the license to use it for business purposes if it matches your needs.

One cardinal sin to avoid

Don't use fronts that are hard to read!

If you can't read it, how will your customers? 

Conclusion

So what do you want to get out of your brand? 

Don't fall into the trap of leaving it to chance or going online and just getting something pre-made. 

It's ok as a template, but cookie-cutter brands don't last long.

Put some hours into learning about what you want to show to your audience.

It's ok to make mistakes, and you may not get it right straight away, but that's why we became e-commerce sellers in the first place!

Working for yourself opens so many more opportunities and comes with plenty of new challenges.

And if you're looking to be ahead of the pack…

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by Perye Bentley