Cross-border e-commerce platforms are eager to transform, and brand is the platform’s maintenance and pursuit of customer experience. These values and concepts should be respected and recognized, especially since Amazon has always followed these concepts. The cross-border e-commerce industry itself suffers from poor product quality, intellectual property infringement, and lack of after-sales service. Because experience is the eternal king in the Internet era, brands bring high-quality experiences to customers and enable cross-border e-commerce to truly develop. Here’s how sellers can achieve corporate branding?
What dimensions should e-commerce sellers consider when building their brand? We need to consider the following five dimensions:
1. Brand name.
We should master the following core points: simplicity, relevant product keywords that match the search, no intellectual property disputes, and compliance with the local customs and acceptance of the target country.
2. VI design brand and overseas trademark registration.
VI design is mainly reflected in your cross-border e-commerce store, including a complete set of logos, picture image display, product description display, etc. VI design can not only be accepted by overseas customers, but also include Chinese cultural elements through a complete set of VI design, from product titles, pictures, logos, product descriptions, overall page style, product packaging, etc.
3. Accurately locate the brand audience.
Brand positioning includes market positioning, price positioning, image positioning, and crowd positioning. The needs of potential customers may be estimated from geography, demographics, psychographics, shopping behavior characteristics, etc. Brand positioning is closely related to market positioning. Brand positioning is the core of market positioning, an extension of market positioning, and a means to achieve market positioning.
Therefore, the core of the process of brand positioning, that is, the process of market positioning, is STP, which is segmenting, selecting the target market and specific positioning (Positioning).
4. The core appeal of the brand and the brand concept.
Determine a unified, clear, and easy-to-remember brand concept. The brand concept is not only the logo and symbol of the company, but also emphasizes the connotation of the brand, that is, the story behind the brand, which has a spiritual collision with consumers.
5. Effective communication of the brand.
After sellers determine the brand concept, they need to pass it on to consumers through brand marketing, so that consumers can gain a deep understanding, remember and like the brand. Then we need to deliver the brand story to consumers.
This is an era where content dissemination is king. Today, Internet brand communication is more than simple persuasion and propaganda. The establishment and dissemination of a brand is more about interactive participation, value recognition and trust with consumers.
As we all know, brand building never happens overnight, nor does registering a trademark, you have a brand, it is a long process. How to stimulate consumers’ attention and enthusiasm for the brand, so as to effectively spread the brand concept and improve the brand value, is a problem and challenge faced by every seller, which requires us to have more creativity.
Creativity makes brand marketing imperative. Brands will make cross-border e-commerce stand out. I hope all e-commerce sellers can take the road of branding better. I also hope that sellers can make more money on the road of cross-border e-commerce, so that stores can develop stably in the long term.