Starting an Online Store 101: Creating a Strong Brand Identity in the Indian Market

01/08/2023

12 MIN. READ

In recent years, India has witnessed a remarkable surge in entrepreneurial activities across various industries. Among these, the e-commerce sector has emerged as one of the frontrunners, capturing the attention of aspiring business owners nationwide. While a chunk of established traditional business owners have already considered starting an online store , new businesses have also realized the potential of building a strong presence within the e-commerce domain.

Establishing a strong brand identity in the Indian market can be a challenge for both traditional store owners and new online entrepreneurs. Although it may seem like a task usually undertaken for large corporations, you may also be able to potentially achieve this by following some strategies as soon as you start your online business. But before getting started, let us try to understand what exactly branding is all about, and what it entails.

What is Branding?

Branding or creating a brand identity is a process that involves creating a unique identity for a business, product, or service. It encompasses various elements that collectively shape how consumers perceive and recognize a brand.

Let us conduct a quick exercise to understand how branding works in the minds of consumers. Start by imagining a simple bar of soap. There may be many soap brand names that come to mind.

You might have observed that, in comparison to a wide range of options, only a few brands come to mind now. This is because several companies have effectively established an identity that consumers associate with specific attributes. The brands that quickly came to your mind exemplify successful branding efforts, as they have managed to create a strong brand presence for their products.

Thus, branding becomes an important element of an online store, because it helps businesses differentiate themselves from their competitors. Infact, a survey conducted by Nielsen found that 77% of consumers are more likely to buy from brands they recognize.

Now that we have delved into the concept of branding, let's further explore how you may create a unique identity for your business. To streamline the approach, we will divide your branding strategy into two distinct phases: the launch phase, as well as the subsequent long-term phase.

The Launch Phase

You may consider branding for your online business right from the moment the foundation for an online store has been established. During this initial phase, the overall identity of your brand will be conceptualized. Every decision made in this stage may be able to impact your online business and its future in the e-commerce domain.

Therefore, you may want to approach each decision with careful consideration and attention to detail, as they could potentially shape the trajectory of your brand. There are three key decisions to be made in this phase which include:

1. Choosing the Right Marketplace

The choice of marketplace for your online business has an impact on your brand identity. Whether you have your own website or use a third-party marketplace, it's important to pick one that is easy to use and provides a good experience for your customers. If the platform is difficult to navigate or unreliable when it comes to usability, it can frustrate customers and may make them think poorly of your brand.

In the case of a third-party marketplace, the marketplace's reputation also carries importance. Choosing a well-known and trusted marketplace can make your brand look credible. On the other hand, if the marketplace has a bad reputation, it could be possible for your customers to have a sense of fear or uncertainty while engaging with your business.

Remember, the marketplace you choose becomes an extension of your brand. It's where your products will be displayed to potential customers. So, make sure to choose a marketplace that is user-friendly, reputable, and aligns with your brand values. This way, you can create a positive brand identity and build trust with your target audience.

2. Identify a Target Audience

You may consider identifying a target audience for your business and understand them, as they are the end consumers of your products. This understanding allows you to customize your brand messaging, products, and overall brand experience according to their specific needs and preferences.

While determining your target market you may consider factors, such as age group, purchasing power, geographical location, demand, gender, etc. By comprehending such demographics, you may be able to create a brand persona that aligns with their aspirations while also communicating your brand to them effectively.

Just like the soap example mentioned earlier, catering to a specific target audience may help set your brand apart from competitors. You may analyse their pain points and desires, and customize your products, marketing messages, and customer experience to address their distinct requirements. This, in turn, could help you in establishing a unique and brand identity.

3. Developing a Brand Personality

Once you have determined what to sell, where to sell it, and who your target audience is, you may want to focus on developing a brand personality. This can be considered as the unique character and traits that may make your brand feel human. This may help create an emotional connection and set your brand apart from competitors.

Having a well-defined brand personality may help establish a distinct identity in the minds of consumers. It shapes how people may perceive and relate to your brand. Whether you want to be seen as fun and energetic, sophisticated and luxurious, or friendly and approachable, a strong brand personality may leave a lasting impression.

Several elements of your business, such as your company values, logo, and name can also be inspired from the theme of your brand personality. By aligning these assets with your brand personality, you may be able to communicate your brand and products effectively. Importantly, a compelling brand personality may help build customer loyalty and advocacy. When your brand resonates deeply with your target audience, it creates trust and loyalty, leading to repeat business and ultimately, better sales.

The Long-Term Phase

Once you have established a brand identity for your business, you may want to maintain consistency to help facilitate growth and expansion. In the long term, you may consider continuously communicating your brand identity to your target audience, so that they connect your brand with the right products and services.

Consistency can be advantageous. It means you may consider consistently delivering your brand message, keeping your company’s personality visually and verbally consistent, and aligning your actions with your brand values. By doing so, you reinforce your brand identity and how customers perceive your business. The three key points you may consider in this phase are:

1. Personalized Marketing

When it comes to marketing your online business, targeting your efforts toward specific customer segments can have a significant impact on your brand identity. A Google study found more than 56% of ad impressions are never seen by consumers, while another study estimates that over $37 billion of worldwide marketing budgets often get wasted simply because there is no specific type of audience that is targeted by the brand.

Target Specific Customer Segments While Marketing

Thus, by focusing on reaching your ideal customers directly, you can minimize resource wastage and help maximize sales potential. This can be achieved through tailored campaigns and advertisements that may appeal to both your existing customers and those who may not be familiar with your brand yet but could be potential buyers.

Such a strategy will also help establish your brand as relevant and customer-centric, helping strengthen your brand identity with the target audience. Furthermore, personalized marketing may enhance customer loyalty and advocacy, as customers might feel valued and understood. It is also possible that by adopting marketing approaches like these, you may drive customer engagement further while fostering long-term brand success.

2. Customer Satisfaction

The opinions and experiences of your customers ultimately play a major role in determining the success of your brand. Thus, you may consider prioritizing customer satisfaction as a top factor. Do remember that any attempt of building a strong branding for an online business is futile if the customers are not satisfied with the buying experience.

You may consider consistently providing high-quality products, customer service, and addressing customer concerns, you may be able to establish trust and loyalty. Customers may become brand advocates, may share positive reviews and can enhance your brand's reputation.

3. Follow Brand Vision and Values Properly

When you align everything you do, say, and offer with your brand's vision and values, it may help create a consistent and authentic image. This consistency may help customers recognize and connect with your brand, which can help in nurturing trust and loyalty. By staying true to your brand values, you may differentiate yourself from competitors and may attract customers who might embrace your brand’s personality.

Your brand identity becomes closely associated with the values you uphold, forging a strong connection with your target audience. Thus, following your brand vision and values consistently can be considered for building a unique brand identity that may resonate with your customers and can help you set apart in the online business world.

Building a strong online brand identity is not limited to large corporations or established companies anymore. In today's digital world, even small businesses can effectively establish their brand identity by staying updated with the latest trends and adapting accordingly.

However, you may want to consider the aspects mentioned earlier, as they have a lasting impact on all types of online businesses. By combining trend awareness with essential brand-building strategies, you can create a unique and impactful online brand identity that may contribute to the growth of your business right from the day you start your online business journey!

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