Importance of Brand Identity in Growing an Ecommerce Business

When it comes to growing an ecommerce business, the importance of branding should not be overlooked, especially if you want to make a name for yourself. Regardless if you’re selling your own products, dropshipping, or something in between, one of the best ways to stand out from the pack as an ecommerce business is to have a solid, thoughtful brand identity that is consistent and present across every touchpoint.

The truth is, starting up a successful dropshipping-based ecommerce business is probably more attainable now than ever before. 10 years ago you had to get on the phone to find good suppliers, and sludge through an archaic content management system to sync up product feeds. 

Today, all you need is a Spocket account, a Shopify account, and some money to invest in Facebook ads.

While this sounds great, it also means that more ecommerce businesses are launching everyday, making it harder and harder to claim your piece of the pie. So how does a future ecommerce mogul make their mark among the millions of pages online?

A memorable logo

Not just a memorable logo, but also an air-tight brand identity to support it. If you stop to think about it, the world’s best companies are the best because of their brand. For example, if someone says McDonald’s, most people think of their iconic logo and that signature “french fry” smell. When I hear the name Adidas, I immediately think of their three-stripe logo, soccer, and track suits.

All of these associations are based on memories and experiences, and these are the building blocks of what it means to be a brand.

For many of you reading this, you’re operating an ecommerce store with no physical storefront for customers to visit, so your opportunities for brand building are often limited to the digital realm. This is why it’s even more critical for online businesses to have a well-designed logo that is thoughtful, creative, and easy to spot.

Let's go over some of the most important elements of building an ecommerce brand online, starting with having an awesome logo, and then talk about how you can incorporate brand identity throughout the entire customer journey.

What is a brand?

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” -Seth Godin

When people choose an iPhone over and android, their choosing it based on a set of expectations associated with the Apple brand: inclusivity, product support, cutting edge technology. The same goes for your ecommerce store. What characteristics set your website apart from the other online shops selling the same products?

The difference between branding and brand identity:

• Branding is the act of creating the assets and guidelines that will make up your brand. 
• Brand identity is your assets and elements that are the result of branding - usually comprised of your logo, slogan, colors, typography, and persona, which can be effectively created using a logo maker for the brand.

Within this identity is where ecommerce entrepreneurs have the opportunity to define who they are, what their brand looks and feels like, and what makes them different.

Creating a future-proof ecommerce logo design

Your logo is often the first element of your brand that prospective customers interact with, whether you operate online, offline, or both. If getting a logo designed or redesigned is something on your list, consider the following points as opportunities to ensure your dropshipping store stands out:

Keep it simple (and responsive)

For the sake of a mobile-first web, try your best to keep your logo as simple and clean as possible. Afterall, in today’s digital landscape at least 49% of consumers are using mobile phones for shopping. That means your logo needs to be easy to read and recognizable, whether your customer is shopping on a smartphone or smart tv. The more elements in your logo, the harder it will be to translate across different devices.

Pick the right type of logo for our business

There are five different types of logos that you have to choose from; wordmark, monogram, combination, brandmark, and emblem. Each logo type has its own benefits to consider, for example, a wordmark logo has no symbols and works great across mediums, whereas a combination logo has more flexibility in terms of branding due to the symbol + lettermark combination. Thinking about where you plan to use your logo can really help boil down the right type for your online store. For starters, using a reliable logo maker can simplify the design process by offering templates and customization options that align with your specific needs.

Pick the right design tool for the job (and budget)

It has never been easier to get an ecommerce logo designed. There are several options all ranging in cost from $20 to $20,000. And while it may be tempting to go with the most affordable option and call it a day, we recommend you pick the avenue that best suits your goals, personality, and creative abilities:

• If you have a creative knack or graphic design experience, then your best bet would be to buy a premium logo template and tweak it, or DIY with a software like Adobe Illustrator. This way you have full control over every pixel.
• If you have creative vision, but don’t have the time or resources to do it yourself, then using an AI-powered logo generator like Looka can save time and money, while still maintaining your creative direction.
• If you happen to have the budget and time for things like unlimited revisions and custom font creation, then hiring a design agency may be what you need. Though this will have the highest cost and turnaround.

Take your branding a step further with colors and fonts

Within your logo design are the colors and fonts that best represent your brand. A word to the wise: be sure not to breeze over this decision, because the same colors and fonts you choose should also be present across all other touch points, helping to form your brand identity.

Use colors to emote and stand out from the pack

Colors evoke emotion. We are hardwired to associate certain colors with certain feelings or traits. The use of color is at the core of successful brand building. Stick with two to three colors and take the time to think about those colors and how they’ll be used in different applications and mediums online, beyond your logo, such as:

• Website color palette
• Custom graphics for the web
• Social media cover images
• Email communications
• Ecommerce checkout pages

While colors and fonts form the visual elements of your brand, it's crucial to delve deeper into building a cohesive brand identity that resonates across all touchpoints of your ecommerce business. Understanding a comprehensive approach can significantly impact how consumers perceive your brand amidst competitors. To build a strong brand identity, consider exploring strategies that encompass not just aesthetics but also aligning your messaging, values, and audience engagement across platforms.

Maybe you’ve noticed that a lot of your ecommerce competitors have red or blue as their primary color. This presents a unique opportunity for you to truly stand apart and stand out. This can be seen in the telecommunications industry, with many of the established companies sticking with red or blue and newer networks embracing purple, orange, and so on.

Don’t discount the power of a great font (or two)

The fonts you select for your logo, and also for your website and marketing material, can say a lot about your dropshipping business:

• Serif fonts are the oldest and most used. They portray elegance and sophistication. Serif fonts work well with companies that are looking for the formal or traditional vibe. In terms of dropshipping, think bookstore, antiques, watches, and anything in the luxury category.
• San serif fonts don’t have the little tail at the tips of the letters, and portray a more clean, modern feel. They work great when building a forward-thinking brand in fashion or technology, but are flexible enough to use in almost any industry.
• Script fonts are often designated for the creative-at-heart, and can bring a sense of freedom and playfulness to your identity (if that’s your thing). Script fonts work well in niches like handmade goods, children’s toys, and wellness.

While your dropshipping website and logo can use same font, they don’t have to. Using complementary font combinations can be extremely effective in solidifying the unique style and feel of your brand. Most website templates for Shopify or Woocommerce have predetermined fonts for titles, body content, etc but many will let you adjust them as needed.

Tying it all together

Your dropshipping logo is important. Check! Your brand colors and fonts are super important, too. Check!

Now what?

Now it’s time to take your logo, your brand colors, and your fonts and ensure they are distributed throughout every channel your ecommerce business is active on. The goal is to be consistent, cohesive, and did I mention consistent?

Here are the best places for you to inject your brand identity online and really make your store shine through the fog:

Your website

• See that your logo is the right size as per your website template or theme. This will ensure it resizes appropriately across different devices.
• Make sure you have a favicon uploaded so you can have your lettermark or symbol show up in the left side of the browser tab.
• Use the same font pairing and colors from your logo for any custom graphics
• Use your primary logo font for your website headings
• Use your primary or secondary color for the color of hyperlinks within your content

Your social media profiles

• Each social media platform will have different image size requirements for your logo/profile/cover images. Make sure to upload the appropriate size for each account.
• Make sure all graphics for social media include your brand colors and fonts.
• Use a transparent version of your logo as a watermark in the bottom right corner for original social media graphics, memes, etc.

Your email communications

• Make sure all automated communications are branded with your logo, especially transactional emails.
• For newsletter type communications, consider using the same font as used in your website body text.
• Where you have an opportunity to use color or custom graphics, stick with your brand colors and fonts.

Your advertising

• Same rules apply: utilize your brand colors and font pairings across all ad creative.
• If video advertising, ensure videos are watermarked with your logo accordingly.

Your packaging

• If you have the option with your dropshipping supplier for branded packaging, invoices, or labels with your logo, do it. It may cost a bit more, but people will remember you.

Your swag

• That’s right - swag still works. Slap your logo on a hoodie or coffee mug and share them on social, give them away in a contest or if a customer spends a certain amount.
• If you create video content, make sure you’re rocking your branded gear, even if it’s just a product review. Work your logo and colors into the mix.

The evolution from online store to brand

The more places your customers see you, the easier they recognize you. And having a brand identity that’s consistent no matter where they see you - that’s when the magic really happens. That’s when they trust your website, when they tell their friends about your recent sale, and when they share your tweet every Tuesday during lunch. 

Just because you don’t own the products you’re selling, it doesn’t mean you can’t create a memorable experience that’s unique to your company. Half of being a brand your customers love is being a brand your customers know.

And it all starts with your logo. A logo maker can help you create a professional and unique logo for your brand