A GUIDE ON HOW SELLERS CAN BUILD A STRONG AND MEMORABLE BRAND ON AMAZON THROUGH VISUAL IDENTITY AND VERBAL ELEMENTS
With millions of direct-to-consumer (DTC or D2C) brands selling on Amazon, it’s more important now than ever that brands stand out. A bold visual identity combined with curated product descriptions stands out among competitors more than most Amazon sellers realize.
“Amazon.com consistently receives over two billion visitors each month,” says AMZScout. “These numbers make Amazon.com the most visited e-commerce site in the world.”
To draw the attention of as many shoppers as possible, Amazon sellers must address the following questions about their branding:
- What is the overarching product mission?
- What kind of customers are they trying to attract?
- How can they stand out among other sellers?
Amazon brands must be strategic and recall the answers to these questions when making branding decisions. When done right, chosen colors, logos, and words can amplify Amazon A+ Content, product photography, and storefronts.
Representing a Brand’s Visual Identity on Amazon
Seeing is believing when it comes to branding for Amazon sellers. Visual consistency is important; shoppers trust and remember a storefront with uniform branding across product listings and storefronts. Multiple elements, including color palettes, logos, typography, and graphic visual content, can assist in crafting a unique and recognizable brand.
Color Palette
A distinct color palette makes brands memorable in the visual sphere when marketing to buyers on Amazon. Establish two to three colors that distinctly represent the brand as a whole and utilize these colors wherever possible. Colors can bring out different emotions — for example, many associate bright red with action, passion, or intensity. As long as the color palette remains uniform, the choice is up to brands based on what is most suitable for their products.
Logo
Logos can incorporate important symbols, letters, or themes relative to brands and their products and are primarily subject to personal design preference. Amazon brands’ logos can range from simple monograms to detailed illustrations. Regardless, logos must be easily recognizable, whether displayed on Amazon’s search engine results page or brands’ storefronts.
Typography
Brands can not control the typeface or font of their product descriptions and titles, which creates barriers to communicating brand identity. Utilizing typography in product graphics and Amazon A+ Content can attach personality and tone of voice to brands.
Branding can become unorganized or visually displeasing when using more than three fonts. Amazon sellers should choose between one to three font families to shape the voice of visual identity across elements where possible.
Graphic Visual Content
Graphic visual content touches every aspect of Amazon marketing, including Amazon advertising, storefront design, and product photography and videography. Digital graphics, such as infographics or product comparison charts, can help a brand convey dense product information to shoppers aesthetically. On-brand product photography and videography can help mitigate questions and shorten decision-making.
All graphics, images, and videos should be high-resolution, comply with Amazon guidelines, and match chosen color palettes and typography whenever possible.
Verbal Elements
A brand is more than what meets the eye. The product title, subtitle, and description and the brand mission statement must resonate with the target audience and describe the product. As attention spans shorten more and more, it’s becoming vital for businesses to hold the attention of their audience wherever they can. Optimized copy is an easy way for Amazon brands to increase the visibility of their products.
Product Titles and Descriptions
The foundation of all verbal branding is strategic copywriting. On Amazon, product titles, subtitles, and descriptions are indexed to help products appear in related search results. Identifying keywords and search terms related to the offered products will increase visibility.
Short and sweet is the motto when writing product titles, as Amazon only allows up to 200 characters. Utilizing each character to fit more keywords or search terms may be tempting, but this can hurt readability and trustworthiness. On the flip side, limiting the product title can hurt keyword optimization. Brands must find the sweet spot for their products by A/B testing what method works best for their products.
Brand Mission
A strong company mission fills shoppers with trust and keeps them returning. When brands formulate their mission statements, the needs of target consumers and the priorities of the brand’s products should be highlighted. After reading an effective mission statement, shoppers will understand precisely who the brand is and what gap its products fill.
By adding A+ Content to their storefronts, Amazon sellers can place more emphasis on the mission statement. A+ Content has been proven to incite brand recognition and customer trust. According to Amazon, a product’s conversion rate can increase by 5.6 percent when sellers use and optimize A+ Content.
Helpful Tips
Before getting started, remember that research, innovation, and consistency go a long way in creating the most effective branding on Amazon.
Brands must make decisions that allow them to stand out against the commonalities. Research the top competitors on Amazon and avoid the most common colors and themes among them. Finding a niche is better than trying to appeal to everyone.
With DTC qualities at their core, Amazon sellers are entirely in control of the consistency of their brand. Brands that display the same message across all digital and traditional marketing platforms emphasize trustworthiness and quality. Take the extra steps to make it as easy as possible for shoppers to find and trust the product they’re looking for.
Call in an Amazon A+ Content and Branding Agency
POLA Marketing’s design team can relieve Amazon business owners from the time-consuming work of implementing the right brand identity. Our team mindfully and artistically creates thought-provoking brand identities for Amazon businesses using different logo concepts, fonts, and colors. For more information, contact us at (polamarketing.com/contact/).
