Branding eCommerce

Why Many E-Commerce Businesses Are Lacking Good Brand Awareness


E-commerce businesses have just as many resources as brick-and-mortar stores to create an identifiable, positive brand authority and identity. Many e-commerce outfits have limiting mindsets or need to be aware of the resources to amplify their brand voice into a future of customer loyalty and countless sales. These are why e-commerce businesses need more brand awareness and what actions they can take to develop it.

Why You Might Lack Brand Awareness

How far-reaching is the name, style and perception of your brand? Brand awareness could be lacking because it isn’t cohesive or well-formulated — it may not even exist. The company, social algorithms or a combination could influence the spread of brand awareness.

Countless influences cause unawareness to dig deeper into an e-commerce company’s success, but it’s easily combated with a few mindsets and marketing shifts. The first step is recognizing the potential causes of a current lack of brand awareness and eliminating them from the equation. Here are some of the most common, including but not limited to:

  • No social media presence or poor management of social channels
  • Not producing relevant content
  • Business does not appear in search engine results
  • Ignoring engagement
  • Dismissing the value of market segmentation
  • Inaccurate perception of the business

Brands could claim one or all of these. Implementing strategies to increase brand awareness successfully varies in scale — there are as many sweeping changes to make as there are micro-adjustments. Fortunately, each issue has tangible steps for building brand awareness for a purely online organization.

How to Grow Brand Awareness

Every employee can contribute to creating strong brand awareness. No perspective is unhelpful, especially since company culture is another signifier of the brand identity — especially in e-commerce where it’s constructed of remote teams and third parties, like businesses in the supply chain.

Start by asking the staff about their expertise and how they could influence brand awareness in a positive way, such as:

  • Content creators: They can determine what content their audience would like, such as blogs or videos. Then, create a strategy to blend brand identity with high-quality content creation.
  • Social media marketers: They can research analytics and demographics about the audience so that brand awareness attaches to the correct type of customer. Plus, they could increase engagement by developing a more authentic relationship with clientele.
  • Designers: They can hone in on brand colors and imagery to translate across all parts of the business, including website design and packaging details.
  • Sales: They can embrace traditional and new methods of increasing sales, like creating a gift card system or a referral program to diversify areas for customer acquisition.
  • Management: They can talk to thought leaders and mentors in the industry to see how they made their e-commerce business thrive with solid brand awareness.

Effective advertising will remind customers of your presence, including tangible reminders to spread word of mouth alongside customer engagement. It’s because your teams took time to solidify marketing methods, defining a distinct voice, image, engagement and analytics assessment strategy for continued growth and pushing your company’s story.

What Brand Awareness Brings to a Company

The most apparent benefit of increasing brand awareness is an increase in revenue. It happens as a byproduct of investing in great marketing and public relations efforts. As your company enters more SERPs and garners more mentions on social media, more people will become familiar with the name, at least. Even more, current and prospective customers will associate specific colors, logos and tone of voice with your company.

Increased brand awareness will invite more reviews and conversations about your company and its practices. Feedback like this wouldn’t be possible without heightened brand awareness, and it’s invaluable for business development. Taking comments and reviews proactively will save companies countless hours and dollars by allowing them to allocate budgets to the right resources — if customers say the quality of the product feels cheap, analyze that part of the process.

Seeing your audience contribute to the conversations you start via social posts or press is a benefit, but eventually, the brand awareness will cause them to start conversations too. Imagine increasing your prices for greater profits over time because the audience perceives your brand as valuable. If your business is public, stock prices could change for the better.

These could allow your company to expand to another location or hire more employees. At this point, it’s easy to notice how brand awareness could make or break a company’s trajectory.

Cultivating Brand Identity for Success

Building brand awareness will put your business ahead in the e-commerce world. Customers will become more loyal and recurring, allowing you to expand your products and services to even higher quality and adventurous avenues. Good brand awareness trickles into every company aspect, improving everything by compounding over time to instill unbreakable foundations passively.