Join us at The Whalies • April 10th
Get Your Ticket
11 Ways to Create a Strong Brand Identity for Ecommerce Website

11 Ways to Create a Strong Brand Identity for Ecommerce Website

A brand identity encompasses everything that makes your online business recognizable and unique. 

It’s conveyed through your mission statement, logo, tagline, visual design, website content, customer service, social media presence, and overall UX. 

As an ecommerce owner, I know the importance of building a strong brand identity. With over 26 million ecommerce sites, the competition is stiff and customers need to know what makes yours unique. 

Moreover, 24.5% of global retail sales will be online by 2025. 

Image via Insider Intelligence

Having a strong compelling brand identity is key to attracting your ideal audience, building loyalty, and driving sales. 

In this post, I’ll share 11 top ways to create a strong brand identity for ecommerce websites across all touchpoints. 

Tips for Building a Strong Brand Identity for Your Ecommerce Site

Recent numbers indicate that 33% of the global population shop online in 2024. 

Image via Yaguara

And your brand has mere seconds to create a long-lasting first impression to attract these shoppers. Without further ado, here are my top ways to create a strong brand identity for ecommerce websites. 

1. Define Your Brand’s Personality and Values

Like people, brands have distinct personalities that shape their behavior, communications, customer relationships, and overall image. It’s one of the key ways to create a strong brand identity for ecommerce websites. 

To land yours, begin by defining your vision. What non-monetary impact do you want to achieve? 

Next, define your personality traits. Is your brand friendly, innovative, authoritative, or dependable? Know the emotions you want to be associated with.

Then determine your guiding principles and beliefs – core brand values. Values like sustainability, community, transparency, or quality differentiate your brand.

Conveying your personality and values helps to connect emotionally with your target audience. It also builds trust, makes your brand unique, inspires customer loyalty, and attracts partners and influencers who believe in your mission.

2. Know Your Target Audience

Understanding your target audience is a crucial way to create a strong brand identity for ecommerce websites. 

Who are they?

What are their needs and pain points?

Where do they spend their time online?

These are some of the questions to help you create detailed buyer personas – profile your ideal customer's demographics, psychographics, values, pain points, and desires.

Image via Search Engine Journal 

These in turn will ensure your branding aligns specifically with their preferences and expectations. 

You can leverage market research, surveys, interviews, social media insights, and customer segmentation to further nail defining your target audience. Once you do, let your target customers inform your every branding decision. 

Remember, conveying how your brand meets their needs creates a stronger connection. 

3. Craft a Consistent Visual Identity

Creating a strong brand identity for your ecommerce website can be as simple as crafting a consistent visual identity. It’s a great way to convey your personality and evoke certain emotions quickly. 

Here are some ways to create a strong brand identity for ecommerce websites through crafting a consistent visual identity:

  • Choose color palettes that align with your brand vibe. Cool blues promote trust, while bold reds spark excitement
  • Select font styles and graphic elements that reinforce your message and aesthetics
  • Maintain the same logos, imagery, and design assets across all touchpoints

A great example is how Fortune 500 companies incorporate blue into their logos to promote professionalism, trust, and dependability.

Image via Danielle Verderame

Consistent and compelling visuals strengthen recognition, help you stand out, and set the tone for a positive customer experience. Consumers are more likely to engage with brands with a polished, cohesive look and feel.

So take the time to intentionally develop your visual identity. Test different fonts, colors, and styles to find the right fit. Then reinforce this aesthetic across every touchpoint and channel.

4. Develop a Unique Tone of Voice

Your brand should have a unique tone of voice that reflects your personality. It’s how you communicate across channels. It could be funny, informal, authoritative, or optimistic, depending on your brand values and audience.

Here are some ways to create a strong brand identity for ecommerce websites by developing a unique tone of voice:

  • Identify keywords that embody your desired tone
  • Analyze competitors and other brands for inspiration 
  • Write sample content to refine your tone
  • Create a brand voice guide covering your style, point of view, word choices, and grammar rules to maintain consistency

An authentic, recognizable brand voice humanizes your company and builds trust. It makes customers feel like they're engaging with a trusted expert, not just a faceless business.

5. Craft a Compelling Brand Story

Stories are 22 times more memorable than a list of facts. Storytelling is one of the most effective ways to create a strong brand for e-commerce websites. 

Crafting and sharing your unique brand story helps connect with customers on a deeper, more emotional level. It allows you to highlight your inspirational company origins, core values, and purpose authentically.

Some types of stories you can tell include founder, product creation, user success, behind-the-scenes, and origin. Consider sharing these stories across multiple channels like your website, social media, newsletters, and more. 

Well-crafted brand stories connect with customers and inspire loyalty, driving sales. So take the time to shape your unique story and weave it throughout your ecommerce marketing strategy.

6. Design and Optimize Your User-Friendly Website

Your ecommerce website embodies your brand identity. You can't overlook crucial elements like user-friendliness, visual appeal, and on-branding. You can learn expert guides on how to create an ecommerce website such as Attrock that discusses how to design and optimize your website using tools like Shopify, Wix, WordPress, and others.

Here are some ways to create a strong brand identity for ecommerce websites through design and optimization:

  • Use cohesive visuals per your brand style guide
  • Craft compelling, clear, scannable copy focused on your unique value proposition
  • Feature high-quality imagery
  • Make navigation extremely simple and intuitive
  • Optimize site speed
  • Optimize for mobile devices
  • Incorporate accessibility features
  • Include customer service apps or chatbots for improved customer support
  • Integrate seamless checkout and payment processes

This image captures some elements of a great website. 

Image via Pixetic

7. Maintain Social Media Consistency

Today, there are 5.17 billion active social media users worldwide. Maintaining a consistent social media presence is among the crucial ways to create a strong brand for your e-commerce website.

Studies show that 65% of consumers feel more connected to brands that have a strong social media presence. As one of the ways to create a strong brand identity for ecommerce websites, you can leverage social media for:

  • Promoting and showcasing your deliverables
  • Engaging with customers
  • Posting informational content
  • Advertising and retargeting
  • Posting user-generated content (UGC)
  • Customer support
  • Announcements and updates
  • Running promotions and giveaways
  • Integrate social commerce

Mover, over 90% of ecommerce business leaders use social media to better understand customer behavior, helping them create customer-centric strategies. 

Image via Sprout Social 

8. Leverage Contactless Marketing 

One of the most innovative ways to create a strong brand identity for your ecommerce site is through contactless marketing. It doesn't require any face-to-face or physical contact between the brand and the customer. 

Contactless marketing:

  • Provides a seamless omnichannel experience
  • Improves convenience and simplicity for customers
  • Offers data analytics for informed decision-making
  • Allows personalized marketing approaches
  • More cost-effective than traditional retail marketing

Contactless marketing reinforces your brand's identity as innovative, convenient, and customer-focused. It provides a competitive advantage and meets modern consumer expectations, driving loyalty and sales.

Some contactless marketing tactics to use include augmented reality (AR) and virtual reality (VR), QR codes, interactive touchscreen displays, and smart mirrors. 

You could also leverage an ecommerce video platform to create interactive, shoppable experiences that engage and convert customers.

9. Build a Personal Brand on LinkedIn

LinkedIn presents a professional way to create a strong brand identity for your ecommerce website. With 1 billion+ active users, LinkedIn can connect you with other business leaders, industry professionals, and customers.

Image via LinkedIn 

The platform lends credibility and authority to your brand. One strategic way to achieve this goal is to build a personal brand on LinkedIn.

Here’s how to do it effectively: 

  • Have a complete, optimized LinkedIn profile
  • Regularly post expert and informational content
  • Join relevant industry networks
  • Connect with potential ecommerce partners, influencers, and affiliates

You can also host virtual events via LinkedIn Live and LinkedIn Events to share your brand mission, generate leads, and nurture relationships. You can then export the LinkedIn event attendees to follow up and further build a professional community.

10. Consider Affluencer Marketing

Affluencer marketing is among my favorite ways to create a strong brand identity for an ecommerce website. This revolutionary approach combines persuasive influencers with the performance-driven nature of affiliate marketing.

This combo helps to craft authentic, targeted, and results-oriented campaigns.

To optimize affluencer marketing, consider Affluencer Hub. This tool lets you:

  • Manage affluencer partnerships from one centralized platform
  • Track ROI on every affluencer partnership to see which are driving conversions and sales
  • Build direct affluencer relationships
  • Monitor expenses and affluencer payouts 
  • Automatically generate unique promo codes for each affluencer

To create a strong and memorable ecommerce brand, affluencer marketing is worth exploring. 

11. Use High-Quality Imagery and Photography

Using high-quality imagery is among the easiest ways to create a strong brand identity for ecommerce websites. 

Compelling visuals can make or break a sale by evoking emotions. Besides, 87% of consumers prefer high-quality product photos over descriptions when buying online.

Use stunning product photos and lifestyle images to quickly convey your unique brand story and identity. Also, use video content brand stories, product demos, and user-generated unboxings. 

For instance, this eco-friendly clothing brand’s product photo in nature. It further reinforces the organic lifestyle the brand identity represents.

Image via TWOTHIRDS 

Most importantly, optimize the imagery for visual impact and fast loading times. Use next-gen image formats like WebP and AVIF that allow for efficient compression without compromising quality. 

Final Thoughts

There you go; the top ways to create a strong brand identity for ecommerce websites. Combine them with exceptional customer service to drive customer loyalty and business success. 

Remember, your brand isn’t static, it requires continuous refinement to ensure it evolves and adapts to the changing ecommerce trends. 

Additionally, platforms like Triple Whale can help you manage and analyze key metrics. You can harness the power of such insights to create a comprehensive marketing strategy to build a sustainable and credible brand identity.

© Triple Whale Inc.
266 N 5th Street, Columbus OH 43209