How to Build a Brand That People Will Want to Buy From
The first thing I am going to say here is that it is ABSOLUTELY crucial that you have a strong brand, regardless of whether you plan on selling a product that you have found to dropship or whether it is a product you have created yourself. If your brand doesn’t have a strong message, it is futile hoping that your product/s are going to encourage strong sales.
There are 2 factors when trying to sell a product:
- You want people to buy that particular product, and
- You want those people to buy that product from YOU.
You can get just about ANYTHING from Amazon (depending on what part of the world you live in), so why would anyone want to buy easily accessible Amazon products from you?
Your strong brand is what builds trust and familiarity, which as a result make people want to buy those products from you.
So What Isn’t A Brand?
A brand is not just your company name and your logo.
A brand is everything that glues your company together, like said company name & logo, your mission statement, your USP (unique selling proposition), your colors, the way you market yourself, your language etc.
If you think of an individual’s brand it would include their name, their skin, eye & hair color, the way they walk, talk and the language or dialect they use or how they smell. All of those things are communicating to other people and its exactly the same as a business.
A great question to ask yourself to discover your brand is:
"Why Do You Do What You Do”?
Some businesses fall very short of fulfilling their full potential, simply because they don’t understand the answer to that question, i.e. why it is what they do what they do.
Brands have credibility. They are not simply portals to sell products because that is boring, uninteresting and uninspiring. No one will have any loyalty to the brand and will simply price gauge everywhere else on the internet to find the exact same products but with free shipping.
We’ve all seen online stores like that: they’re plain, bland, and completely devoid of passion.
Brands You Love
Think of a brand that you love. It doesn’t have to be a luxury brand or even a well known brand. Think of the local florist or a cute little toyshop. I guarantee you they will be driven by extremely motivated people with an ethos that you effortlessly align yourself with.
Example 1: Wellness centre
Perhaps there is a local wellness centre that genuinely cares about improving the health of it’s customers while providing advice on what might be harmful to their health. They may sell products which are good for the eco-system and the environment – all without pushing them in your face.
This all makes you WANT to shop with them and stay LOYAL to them and it makes you excited to experiment with their product recommendations.
Example 2: Weight Training Brand
Maybe another brand you love is a weight-training brand which is all about motivation and pushing to be the healthiest and strongest version of you. It speaks to you about grit and determination, so you are happy to wear their logo.
Raw Communication of Your Brand To Your Customers
Having a passion and a genuine mission statement behind your brand is one thing, but trying to communicate that with your audience and getting them to believe you is a whole new show.
So how do you get people to believe you and how can you ensure that they truly understand what you are all about?
The first thing to do is to create a company logo and company name that perfectly convey your brand i.e. who you are, what your company does and what your company stands for. They should be designed specifically for your target audience, which should be a particular cross-section of the public. If women are your target audience, think of what appeals top women. If children are your target audience, you need to consider who is purchasing on their behalf and appeal to both target audiences. The most important point is that you should always avoid appealing to everyone because your message will be diluted and confusing and you’ll miss the mark for everyone.
Your intention is to appeal to the customer who is browsing the internet for products, comes across your website, sees your logo and company name combined with the product that they want and clicks ‘Add To Cart’. The tricky part is getting them to then like your Facebook page, follow you on twitter, capture their email address , follow you on Instagram and leave a 5 star review on Google so you can remarket to them once their product has arrived in the promised manner and their overall experience was so amazing that they have instant brand-loyalty and share their knowledge with their friends and their network.