Instant recognition and consumer trust: How to make sure your eCommerce brand hits the mark

- October 27, 2021 3 MIN READ

 I have spent over a decade carving out a niche with a strong brand identity in the form of ‘The Champagne Dame’ – an events and education Champagne business that has also seen me become quite well known personally under the same name, writes Kyla Kirkpatrick, CEO and Founder of  Emperor Champagne

My experience and brand awareness inspired my next move into the world of eCommerce with Emperor Champagne, Australia’s largest online champagne retailer and home of champagne.

This would not have been possible without a strong concept of what my brand’s objectives were, who we were speaking to, and what we wanted to say. For us, it’s more than just Champagne. We are a little bit of luxury that lights up people’s lives every day and not just on special occasions.

What is a brand identity?

When I speak about the identity of your business, I don’t necessarily mean your face plastered over your branding. While my personal identity was a central element in The Champagne Dame’s inception and growth, a successful business needs to be able to stand on its own two legs, grounded in solid strategy. Your business’ brand identity should be an instantly recognisable, trustworthy image of your platform that encapsulates what you do, and who you are for. While design and marketing is part of this, it must come from a cornerstone of a clear concept.

In an increasingly crowded market like eCommerce, this is more important than ever.  Our strong, bold identity combined with a focus on premium customer service is what sets Emperor apart.

A strong brand identity results in instant recognition, and in consumer trust. It’s a clear statement of what your target market can expect from you, and it draws in new clients with its presence.

Building Your eCommerce Identity

If you’re just starting out, or perhaps are considering a rebrand, start at the bottom. Before jumping on the design train or outsourcing the more complex elements of your identity such as marketing and PR, start some notes and make some plans.

What does your business do? And why? What sets you apart from the other online retailers in your market? Think about who you’re talking to, as well! Who are your clients? What do you want them to know about you, and what do you think they need? Starting with the basics will help you build your e-commerce identity with a future focus that establishes you as a business that’s in it for the long haul.

Keeping your identity current

A well-conceptualised brand identity rooted in future-focused strategy is not synonymous with staying static. You need to keep your brand’s identity fresh, current and flexible. This does not mean you need yearly re-brands, or expensive consultants to tell you to change your font from serif to sans serif. I mean working with your identity in an organic way that allows it room to breathe and adapt while staying grounded in its confidence.

While Emperor has established its identity as Australia’s home of champagne, and the only offering of its kind, I know the importance of continuing to build and evolve the brand. Emperor refreshes its content and visuals every two weeks to keep our platform interesting, engaging and informative. This allows our customers further insight into who we are but importantly allows them to learn and grow with us. It also means that new customers outside our existing base are able to find something they like amongst the content. While a scattershot approach to appeal to all is not wise, you cannot mistake a strong customer focus with homogeneity.

A strong identity is flexible and stays identifiable throughout the changes and ups and downs of business life. Consider how your identity can be used in creative ways to expand your message as needed. Being malleable is a good thing – think about creating an identity that is open to creativity, and translates across platforms and mediums.

There’s a reason brand identity is a popular term: it’s important. But what is more important is what it means to your individual platform. Focusing on a strong conviction of who you are, and where you’re going is the best way to create an identity – and business – that is both flexible and long-lasting.

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