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As online sales skyrocket through the pandemic, consumers are becoming more comfortable with parting from their hard-earned cash for a product they have never even laid eyes on. How can we spend hundreds of dollars on something we only see inside a screen? It really comes down to one thing: intentional branding strategies from online sellers. Small business owners can’t currently rely on their charming personalities to sell their products, so the next step is making your brand stand out. Let’s explore how good branding turns online fails into online sales.

What is branding?

Back in simpler times, in order to “brand” something simply meant to make one’s mark with a name or a logo. Branding now encompasses everything from name and logo to color-schemes, graphics, packaging, websites, social media, and even tone of voice. To be considered “branded,” you need a cohesive approach to every single one of these. This can seem a little daunting at first, but for creative-minded makers, this is really just about showcasing your product and your identity in the best possible light. 


For a great example of brand formation, take a look at our member Untitled_Co. Their image is minimalistic, professional, and consistent on both their website and social media. Their cohesive color scheme and prominent aesthetic reflects their sustainable values and emphasizes their locality.

Why is branding important?

  • Attraction

Since there is so much choice in today’s markets, branding is crucial to stand out. You can showcase your personal beliefs and your product’s value to customers to persuade people to support you. For example, green businesses make packaging eco-friendly and have a logo that reflects their sustainability. 

  • Recognition

With consistent branding, consumers begin to recognize and associate your name, logo, color-scheme, and tone of voice with the items you sell. A brand and product that complement each other can create something that is as instantly associated, like how a saw is linked to woodworking. 

  • Trust 

Consistent branding gives confidence and assurance in what you are offering. If you flip and flop your language and color-scheme, it’s hard for consumers to be sure of who you are and what you stand for. Building trust and relationships with customers through branding will help get more sales.

  • Loyalty

Shopping is kind of like friendships, so with trust comes loyalty. Small businesses often rely on word of mouth and brand loyalty, which means you’ll benefit from good online reviews, social media support, and consistent purchasing. If you’re loyal to your brand, your customers are more likely to do the same.

How to create a brand?

It’s not possible to develop brand attraction, recognition, trust, and loyalty without a brand identity. As a small artisan entrepreneur, creating cohesion in your brand is much easier than it is for a large corporation. You don’t need to coordinate the designers, developers, manufacturers, and marketers because you are all of them in one! Here are two must-do’s for brand identity:

  • Know Your Audience

The golden rule of any marketing tip is to keep your customers at the core. They want a brand that speaks to them and their desires. The days of shopping based solely on the product are behind us. Think about what you can offer them that other brands can’t.

  • Show Your Personality 

Emphasize not only how people benefit from your product, but why they should buy it from you specifically. We know they should buy from you because you’re a local entrepreneur that puts love and care into every product. However, your consumers don’t know this unless you tell them.

What’s next?

If you still have burning questions about brand formation or small business development, check out how NextFab experts could help you and your business.