Looking to build your ecommerce store’s brand? Watch out for these branding mistakes. From a lack of professionalism to inconsistency between your channels, these branding faux pas can make a big impact in the wrong direction.
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Hi everybody. Name's Matt, Marketing Communications Manager here at Volusion. Welcome to Two Minute Tuesdays, for your two minutes of ecommerce advice to bolster your online success.
While we could talk about things that you could be doing right, it's also sometimes a lot more fun to talk about what you could be doing wrong.
Now when it comes to telling the story of your business, branding is the name of the game. And while we could talk about things that you could be doing right, it's also sometimes a lot more fun to talk about what you could be doing wrong. So pay close attention because today I've got five branding mistakes that could ruin your business.
Firstly, and most obviously, being insensitive is a huge mistake. So make sure you're always being politically correct whenever you are talking to customers or you're just communicating through your website or social channels. The last thing that you need as a small business owner is a PR crisis on your hands. So always be sensitive and always be aware of what you're saying and who you are talking to.
If it ain't broke don't fix it.
Big mistake number two: making brazen changes to your brand or your product. Now let's never forget about new Coke back in the 80's when everyone freaked out. In other words, if it ain't broke don't fix it. And if you do have big changes make sure that you communicate those ahead of time to your customers.
Third mistake on our list: being inconsistent between your channels. Now, remember that your brand is a story, and that story must be told the same way every time that you tell it. In other words, make sure that your design, your tone and the way you speak, is 100% consistent across channels. That way people know exactly who you are wherever you are.
Don't ignore the follow up.
Fourthly, don't ignore the follow up. In other words, if you're sitting there and just branding, branding, branding from the front end, and then when someone makes a purchase you forget about keeping in contact with them and extending your brand post-sale, you're missing out on a big opportunity and that will definitely hurt your business in the long term.
And last but definitely not least, one if the biggest mistakes you can make from branding is a lack of sincerity. Especially in this day of social media and people having direct access to your business. You want to make sure that you're as sincere as possible. So always make sure that you're being honest and never try to hide something. It will just get you in the end.
Keep these five fails in mind whenever you're going through your branding exercises. It will definitely minimize the risk of you upsetting some customers and — more importantly — keep your business intact.