Amazon Branding OR Making Your Products Outstanding
October 19, 2017
Hey there, fellow Amazon entrepreneurs!
I want to talk about the power of brands in this article. What makes people know about the products? What makes them buying them? High quality, price, and.. brand?
Have you ever thought what makes Coca-Cola so outstanding and iconic? The taste? It's possible, of course. But there's something more than that. It's brand.
It reflects what does a consumer feels, what he discovers while using the product. It's something about logos, names and packaging. Brands always mean perceptions, promises, expectations.
According to reports of eCommerce scientists, branded companies ('Private label', 'Manufacturing') grow nearly 50% faster than non-branded ones. Many sellers get stuck when the things come to creating own brand and labeling. Still, this point has paramount importance for all sellers who work on Amazon. The market becomes tougher every day, and we just need to brand our products to stand out from the whole mass of items, and to be competitive.
I tried to create a detailed guide for you on branding a company, products as a Private label Amazon seller.
Creating a Brand
It will define who you are and what you do.
Seth Godin says that a brand is something made from expectations, stories, memories, relationships, that affect the buyer's decision while choosing from several products or services.
So, first of all, think what is special in your product? Why should a person choose your item rather than something else? Your brand is the answer.
In general, branding helps you in:
- improving the overall image and 'face' of your Amazon business;
- fostering trust and credibility;
- generating return-customers.
The first point you should do while creating your own brand is research. It may be not the most thrilling step of brand-building, but it is a necessary foundation for your entrepreneurship.
Here are the things that should be defined by researching:
- Your audience. People whom you are going to sell your product. What problems do they have? Let's imagine that you are selling fish oil (omega 3). It can fit both bodybuilders and elder women suffering from arthritis. Who would you aim for? You see, there may be the same product, but completely different target audiences.
- Competitors. Look at what other sellers offer in your niche, but beware of copying their ideas. You should create a unique idea to achieve success. Research competitors' strengths and weaknesses for discovering new opportunities for your future brand.
- Value proposition. It is what makes your brand outstanding. What is new and different about your item? Does it solve customers' problems?
Think of the Brand's Name
After creating a strong foundation, think of a proper name for your Amazon brand. This step can be both fun and frustration for you. How to start creating a name for a brand? Look at your foundation first, think of your product itself and the target audience. What benefit does it have? What message does it include?
If we remember omega 3, it can be called both 'Women health' or 'ARSNL', it will surely affect the sales!
So, look at whom you're targeting, check the demography.
Tips on choosing a name for your brand:
- Brainstorming. See the list og your keywords, make sure that they really represent your brand, see what sounds the best. Look at the 'emotional color' of these words.
- Look for free domains. See if you'll be able to get a domain name for your brand.
- Narrow your list down. Ask your friends for some feedback on your keywords and choose the best ones.
- Test those names. Create 3 test landing pages with the names of your choice and see what name brings you a bigger traffic. People will tell you what they like the most.
Create a Charming Logo
I bet you've recognized the brand on the picture above even without mentioning its name! This is a nice illustration of the logo's impact.
Get all your creativity together, and choose an image that will represent your brand, its name and its idea.
What are you going to sell? Who is your target audience? What will they think about your logo? Which emotions will they have while looking at it?
Here's a list of things that are worth paying attention while designing a logo:
- Typography. I hope you won't use Comic sans for your logo. ;) Choose something interesting, fresh and stylish.
- Shape. Circles suit better for female audience, while straight edges represent mens' qualities. Triangles are usually connected with science and masculinity.
- Color. Blue and grey are calm ones, red color is aggressive. Google for other colors, and decide what will be the best one for your logo.
If you want, you may order a logo from a professional designer on Upwork or Fiverr. Don't cut your budgets on this point, as you'll get a $5 logo, if you pay five bucks. It's a 'face' of your brand, so please get a cool logo.
Branding Product Labels
Put your brand on paper, after you've made sure what name and logo it will have. Your product label is strongly important as it is the thing that distinguishes your brand from all the others.
Let your label be clear, complete and fully describe your product.
Here are some useful guidelines on creating a product label:
- Use color and texture. Design all labels in CMYK. Ensure that your font is legible from any distances. Don't make your text blended with the background.
- Emphasize every possible benefit of your product on your label.
- Play with psychological aspects and interpretation. For example, silver color may be associated with high-tech, brown with earth, red with power and passion.
- Create a label while thinking of the container. Find out if it fils the container. Is it transparent and nice looking? Or maybe you may cover it up?
- Look at the Amazon feed. Add your product into the feed screenshot. Does your item stand out? Get back to changing your label if it looks like many others. Make it unique.
- Get reviews and feedback. Create one more landing page dedicated to your specific product and watch how people react to it. You may use the same copies but with other label designs. You may order paid promotion to gather more feedback, it won't cost much (around $50-100).
Protect Your Brand and Product by Correct Packaging Systems
This is one more way to come over your competitors and prevent copying of your product. Unique and original packaging can boost your product's success dramatically.
Please make sure if the package of your choice is:
Customized packaging is a key to stand out of the whole mass of Amazon products.
Here's the list of things you should remember while creating a package:
- Select a correct packaging type but think outside the box. Does coffee always need to be packed in a bag? Create a different and appealing packaging.
- What do your competitors do? Can you improve or customize their packaging? You may also check reviews on their product packaging to find out what people like.
- Watch the info architecture. Think what things should a customer see while looking at your packaging.
After you have answers to these questions, you have a packaging concept in your head.
Here are questions for vetting this idea:
- Is it understandable what product is inside the packaging?
- Does it represents your product?
- What will it look like on Amazon? Can it be compared to competitors packaging? Is it outstanding? Make your item distinguishable from the others!
As it was with a logo, you can order a packaging design on different freelance websites.
Photos & Images
Make sure that your branding is done well enough before taking pictures of your product. Check the Amazon requirements to product images to avoid future problems. And ensure that all the brand aspects are there:
Adding 'action photos' is a great idea. Show your potential customers how they are used in the real life.
A Continuous Process of Branding
As you see, this process is a science and an art. It includes both quantification and creativity. So, you can work on it all the time while growing your brand, improve it every day.
I hope that this article was useful and shed the light on the whole process of creating an own brand on Amazon! Like & share please!