The Ultimate Guide to Branding Your Online Store
Your eCommerce brand is your business’ personal stamp. It’s your name, your look and everything in between. And it has a major impact on revenue.
Brand awareness builds trust with your customers, which makes them more likely to buy. Think about Band-Aid, Kleenex and Hoover. These brands are so strong that people interchange them with the products themselves. As a rule, customers tend to stick with the brands they know.
Here are four steps to develop a powerful brand identity online:
Name Your Business
Choose a Custom Domain
Get a Professional Email Address
Design Your Logo
01. Name Your Business
Make a strong first impression on customers with your online store’s name. A great brand name is both memorable and specific to your business.
To find a brand name quickly, use an online name generator. Wix’s business name generator suggests unique names based on your industry and target market. Choose one of the names from the generator, or use it as a base to brainstorm your own.
You can also start from scratch using the generator’s guidelines. Consider four groups of words:
The products you sell (hats, swords, flowers)
Your industry (fashion, battle gear, wedding decor)
What sets your products apart (waterproof, portable, glow-in-the-dark)
Your business’ values (sustainable, handcrafted, community)
Take that list of identifying words and put together options for your brand name. Choose a balance between simple and unexpected to stand out.
Some business name examples:
Swords with Swag
Make it Memorable
Choose a name that instantly connects with your customers. The most memorable brand names are short. If you come up with a strong option that’s longer, recycle it as a tagline.
Use memory techniques, like alliteration, to make your brand resonate. Research shows that brand names stick when they include letters with high point values in Scrabble, like Q or X. However, use these letters wisely to keep your brand name easy to read at first sight.
A second option is to choose a more abstract brand name that stands for something inspiring. This is a great way to create your brand story. Think big: how do you want customers to feel when they use your product?
Come up with characters or images you want to associate with your product. For characters, be sure you’re not infringing on copyright laws. While metaphorical brand names run the risk of being vague, they’re unforgettable when done right.
Some famous examples:
Ancient mythology: Nike, the Greek goddess of victory
Combinations: Verizon, “veritas” (“truth” in Latin) and “horizon”
Literature: Starbucks, a character in Moby Dick
Animals: Jaguar, one of the fastest animals in the world
Choose Words That Get Found on Search
Factor in SEO when choosing your business name. The right keywords in your name can expand your reach on Google.
Tips for finding an SEO-friendly name:
Include relevant words for your industry and product.
Check sites like Google Trends to compare popular search terms. In general, you should choose words that are searched more often, like “soda” in the comparison below. For niche markets, like seltzer enthusiasts, you may prefer to use the particular term in your business name.
Feature your location if you have a brick-and-mortar store or allow in-store pickup. Local SEO will help customers searching for products and services in your area.
Look at competitors’ names and find ways to distinguish your brand.
Avoid common search terms from other industries. For example, if you’re selling affordable hoverboards, avoid calling your store “Cheap Flights”. The top search results will be budget airlines, then flight finders, then you. Be specific to help customers find your business.
After brainstorming, read each name out loud and review how it looks written. Your brand name represents your business, so carefully weigh your strongest options.
Register Your Brand
Remember: you want a unique brand identity. Check the availability of your favorite names to avoid overlapping with another business.
Ways to check if your brand name is available:
Search your business name on search engines and social media.
Look at domain availability for related business names.
Check with your local business registration service.
02. Choose Your Custom Domain
Now that your online store has a name, use it as your branded domain. Align your web address as closely as possible with your brand name so customers can find you. Keep in mind that a domain will cost around $10-$15 per year. You can use Wix.com or any domain name registrar you prefer.
03. Get a Professional Email Address
Communicate with your customers using a branded email address. This is a great way to build trust and look professional online. Use a business account to reassure customers that you're a credible online store.
Create an email address for everyone on your team so customers know exactly who to contact. Here are some options to start with:
Add your custom email address to business cards, your contact page and social media to strengthen your brand.
04. Design Your Logo
A great logo helps customers instantly recognize your brand. Keep your online store’s logo clean and unique. Avoid overly complicated drawings or small words. Think of the Target logo—it’s simple enough to draw yourself while having a clear connection to the brand. Aim for something iconic that’s easy enough to recreate.
Create a professional logo in minutes with a logo generator, like Wix Logo Maker. Answer a few questions about your business and personal style and get 100s of custom-made designs for your business. Choose a logo and customize it to fit your brand.
For full brand strategy development, hire a professional. Browse online marketplaces like the Wix Arena for talented freelancers and branding agencies.
Best Practices for Your Logo
Want to understand the importance of logo research? Imagine trying to find an app on your phone when they’re all the same shade of blue. Look at your competitors’ logos to differentiate your design.
Colors: Connect your logo colors to your industry. For example, choose greens and blues for nature-related products. Stick to one to three colors and make sure they contrast for easy viewing.
Fonts: Use few words and make the logo typeface legible. Custom fonts are fantastic if customers can read them.
Shapes: Prioritize simplicity over intricate designs. Remember that your customers will only spend a few seconds on your logo. Make them count.
Formats: Check that your logo stands out from a distance and is clear up close. Picture it on your website and social media. If you’re packaging your own products or using white label dropshipping, make sure you’ve got a clear, high-resolution logo to print.
An effective logo will strengthen your brand awareness. The more familiar your customers are with your brand, the more likely they are to buy.
Next Step: Create Your Branded Online Store
More resources to get started:
By Tova Kamioner
Tova is a content marketer with a passion for compelling business stories. Perhaps more obsessively than others, she watches the Super Bowl for the ads.