eCommerce Branding 101: Strategies, Tips & Examples

eCommerce Branding: Strategies, Tips, and Successful Examples

eCommerce Branding blog image

Ecommerce branding is building a unique identity for your online store, from logos to messaging, to create a lasting relationship with customers, making your business memorable.

In this guide, you will learn how to create a brand story, develop your unique elements, and effective branding strategies.

  • eCommerce branding includes elements like logos, website design, and customer experience
  • eCommerce branding creates a unique identity for online businesses
  • Mission outlines what your brand is doing now, while vision represents your long-term goals
  • Many successful eCommerce brands align themselves with a cause
  • The four main types of branding in marketing are product, corporate, personal, and service branding

What Is Branding in eCommerce?

eCommerce branding is about creating a unique and memorable identity for an online business.

It includes things like the company’s logo, website design, and the way they communicate with customers.

Notice that branding isn’t just about looks. It is also about sharing what a business stands for and why it exists, which can make customers feel a connection.

A strong brand helps build trust and loyalty, making customers more likely to choose and stick with that brand.

It also sets the business apart from competitors online and makes it more recognizable.

Effective branding can influence how customers see the business and can even affect pricing.

In simple terms, eCommerce branding is all about making an eCommerce store stand out, gain trust, and keep customers coming back.

Why Is Branding Important in eCommerce?

Branding in eCommerce is super important for a few simple reasons.

It helps your online eCommerce stores stand out in a crowded digital world.

Think about it like this: when you’re shopping for sneakers online and you see the Nike swoosh, you instantly know what to expect.

That’s the power of branding.

A strong brand creates trust, making customers more likely to buy from you and come back.

It can even let you charge a bit more for your products because people associate your brand with quality.

Having loyal customers is a big deal too.

If customers feel a connection with your brand, they’ll stick around instead of hopping to other stores.

Plus, branding tells your brand story and builds brand recognition.

When customers remember your brand, they’re more likely to return.

In a nutshell, eCommerce branding is about building a trustworthy, memorable identity that makes customers like you, trust you, and come back for more.

eCommerce Brand Guidelines: 12 Elements to Include

Here are some of the most important elements to include in your eCommerce brand guidelines:

Element                    Description
  • Core reason for your eCommerce brand’s existence
  • Goes beyond profit and focuses on positive impact and meaning in the world
  • Answer the question “Why do we do what we do?”
  • Forms a strong emotional connection with the target market
  • Guiding principles that align with your brand’s purpose
  • Foundation for your brand’s behavior
  • Can include commitments to sustainability, ethical sourcing, or customer-centric service
  • Shapes the ethos of your brand
Mission and Vision
  • Mission outlines current actions to fulfill the brand’s purpose
  • Provides a practical roadmap
  • Vision is a long-term view of where the brand aims to be in the future
  • Inspirational and guides growth and development
  • How your brand communicates with the audience
  • Can be casual, formal, friendly, or authoritative, based on brand personality and target audience
  • Should remain consistent across all content
  • Integral part of brand identity
Visual Identity
  • Includes logo, typography, and color
  • Logo is a simple, memorable representation of the brand
  • Typography choice reflects brand personality
  • Color palette evokes emotions and aligns with values and audience
  • Defines where your brand stands relative to competitors
  • Aims to be unique and differentiate from others
  • Helps gain a competitive advantage and attract the target audience
  • May focus on aspects like price, quality, or service
Target Audience
  • Understanding ideal customers through detailed buyer personas
  • Tailors branding, messaging, and campaigns to specific needs and preferences
  • Demographics, interests, and pain points guide branding decisions
  • Alignment with a social or environmental cause
  • Demonstrates social responsibility
  • Strengthens the bond with the audience (eg: environmental conservation efforts resonate with eco-conscious customers)
  • Being true to brand values and promises
  • Consistency in actions and practices, not just a positive image
  • Builds trust with customers
  • Example: living up to eco-friendly claims in practice

How to Create a Brand in eCommerce Step-by-Step

Creating a brand in eCommerce is a step-by-step process that involves the following tasks:

Step 1: Select a Catchy Name

Your brand’s name is the foundation of your eCommerce identity.

Choose a name that is not only catchy and memorable but also relevant to your business. It should give potential customers a sense of what you offer.

Consider your target audience and what would resonate with them.

Make sure the name is unique and not already in use to avoid legal issues.

Step 2: Get a Custom Domain

A custom domain name is crucial for your online store.

It adds credibility and professionalism to your brand.

When choosing a domain, aim for one that matches your brand name or is closely related.

Your domain should be easy to spell, short, and memorable.

It’s often the first thing potential customers see, so it’s essential to make a positive first impression.

Step 3: Create a Professional Email Address

A professional email address is essential for building trust with customers.

Instead of using generic email providers, set up an email address using your custom domain.

For example, if your domain is “,” your email address should be something like “”.

This not only looks more professional but also reinforces your brand identity.

Step 4: Choose an eCommerce Branding Template

Select an eCommerce platform that offers branding templates or themes.

These templates provide a consistent look and feel for your online store, aligning with your brand’s visual identity.

Customize the template to match your brand’s colors, fonts, and style.

Ensure that it is user-friendly and responsive to provide an excellent customer experience.

Step 5: Create a Memorable Logo

Your logo is a visual representation of your brand. It should be unique, simple, and instantly recognizable.

Consider the colors and design elements that best represent your brand’s personality.

If you’re not a designer, consider hiring a professional to create your logo.

It’s a long-term investment in your brand’s image and recognition.

Step 6: Develop High-Quality Content

Content is king in eCommerce.

Create high-quality, informative, and engaging content for your website, product descriptions, and any marketing materials.

This content should be consistent with your brand’s voice and messaging.

Use a mix of text, images, and videos to tell your brand’s story, showcase your products, and connect with your target audience.

13 Effective eCommerce Branding Strategies to Try Out

Here are the 13 key eCommerce branding strategies that will help your business thrive, following this eCommerce brand framework:

1. Share your story

Every great brand has a compelling story behind it.

Your brand’s story is your unique narrative.

It’s what sets you apart and connects you with your audience.

Consider the example of “The Honest Company”, founded by Jessica Alba.

This brand’s story revolves around a mother’s demand for safe and effective family products.

Sharing your story humanizes your brand and builds a deeper connection with your customers.

2. Define your market and focus on them

To build a strong brand, you must first understand your target audience.

Who are your ideal customers? What are their needs, preferences, and pain points?

Once you define your market, tailor your branding to address their specific requirements.

For example, if your eCommerce business specializes in eco-friendly pet products, your brand should focus on pet owners who prioritize sustainability and organic options.

3. Better serve your customers

Exceptional customer service is the cornerstone of a successful eCommerce brand.

Going the extra mile to satisfy your customers can lead to long-lasting relationships and positive word-of-mouth.

Consider “Zappos,” a brand renowned for its exceptional customer service.

Their commitment to offering free returns and 24/7 customer support has helped build strong customer loyalty.

4. Focus on product quality

The quality of your products is directly tied to your brand’s reputation.

Prioritizing product quality is not only a sound business practice but also a powerful ecommerce strategy.

Brands like “Apple” have earned their reputation by consistently delivering high-quality, reliable products.

Your customers should have confidence in the quality of what you offer.

5. Champion change

In the fast-paced world of eCommerce, change is constant.

Adapting to evolving market trends and changing customer preferences is essential for brand survival.

Be open to change and willing to evolve your brand’s offerings and strategies.

“Amazon” serves as a shining example of a brand that has transformed from an online bookstore into a vast eCommerce empire by embracing change.

6. Reflect, refine, and get advice

Regularly reflecting on your branding efforts, gathering feedback from customers, and seeking expert advice are key to improvement.

Consider “Coca-Cola,” a brand that has continually refreshed its image to stay relevant and appeal to changing consumer tastes.

Refining your brand should be an ongoing process.

7. Outline the key benefits of your brand

What sets your brand apart?

Your branding should clearly communicate the advantages of choosing your products or services.

“Nike,” for example, focuses on the performance and empowerment its products offer in its messaging.

Define and emphasize the unique benefits your brand offers to customers.

8. Customer loyalty and consistency

Consistency is an important element in branding.

Build brand loyalty by delivering consistent experiences.

Whether it’s your messaging, design, or customer service, maintaining uniformity across different customer touchpoints creates a strong and recognizable brand. “McDonald’s” is a prime example, ensuring a consistent experience for customers worldwide.

9. Establish your own style

Developing a unique style for your brand is essential.

Your logo, website design, tone of voice, and overall aesthetics should be distinct and memorable.

“Birkenstock” is easily recognizable with its iconic sandal design, setting it apart in the footwear industry.

10. Create diverse content types

Diversifying your content can help engage your audience more effectively.

Use a variety of content types such as blog posts, videos, infographics, and social media posts to connect with your audience.

Different content formats cater to different customer preferences.

Brands like “Lululemon” effectively incorporate various content types to create a dynamic and engaging brand presence.

11. Speak their language

Tailoring your messaging to resonate with your audience is crucial.

Use language, humor, and cultural references that your customers can relate to.

“Reebok” is an example of a brand that adopts colloquial and motivational language to connect with its athletic customers, creating a sense of community.

12. Be a part of something bigger

Aligning your brand with social or environmental causes that matter to your customers can make your brand more appealing and purpose-driven.

Supporting a bigger cause creates a sense of meaning and can enhance your brand’s reputation.

“TOMS Shoes,” for example, is known for its commitment to donating a pair of shoes for every pair sold, connecting customers with a charitable mission.

13. Leverage social media and advertising

Social media platforms and advertising are powerful tools for reaching your target audience.

Paid advertising can increase brand visibility, while social media allows for direct engagement and community-building.

Brands like “Adidas” effectively utilize platforms like Instagram and invest in advertising to promote their products.

3 Successful eCommerce Branding Ideas from Established eCommerce Brands

Here are the 3 most important eCommerce branding ideas you can take from established eCommerce brands, so you can develop yours:

People Trust What Others Say

Before making online purchases, many people look for feedback from others.

Successful eCommerce brands use this by displaying customer reviews and ratings on their websites.

These reviews help potential buyers feel more confident about their choices.

Encouraging customers to leave reviews and showcasing them builds trust and convinces others to buy.

An excellent example of this is Amazon, one of the largest eCommerce platforms globally.

Amazon‘s product pages are filled with user-generated reviews and ratings. These reviews provide valuable insights to potential buyers, helping them make informed decisions.

The extensive use of social proof contributes significantly to Amazon’s success.

Good Customer Service Boosts Sales

Successful eCommerce brands prioritize delivering excellent customer experiences.

They create user-friendly websites, ensure smooth checkouts, and provide quick responses to customer inquiries.

This focus on a great customer experience encourages repeat business and positive word-of-mouth. It’s like a cycle of good feedback that helps the brand grow.

A shining example of this is Zappos, an online shoe and clothing retailer.

Zappos is known for its customer-centric approach, offering free shipping, hassle-free returns, and 24/7 customer support. This dedication to providing exceptional customer service has contributed to its strong customer loyalty and reputation.

Keep Up With Trends and Stand Out

In the fast-paced eCommerce world, staying up-to-date is essential.

Successful brands pay attention to market trends, customer preferences, and emerging technologies.

They adapt and innovate by trying new things like chatbots, virtual reality, or eco-friendly options.

Staying relevant in a competitive market means staying current and flexible.

For example, the fashion brand ASOS constantly adapts to fashion trends and consumer behaviors.

ASOS leverages social media and stays updated with the latest fashion crazes to engage its audience effectively.

By keeping up with trends and adjusting its product offerings and marketing strategies accordingly, ASOS remains a prominent player in the eCommerce fashion industry.

eCommerce Branding Examples to Get You Inspired

  1. Warby Parker

Warby Parker is a prime example of an effective eCommerce brand strategy.

Warby Parker

Warby Parker’s website is user-friendly, and their innovative “try before you buy” approach empowers customers to conquer the challenge of finding stylish, budget-friendly glasses.

By offering a range of quality eyewear options, Warby Parker has carved a niche in the market, making them a hero in the eyes of budget-conscious consumers.

  1. Casper

Casper, the mattress disruptor, embodies the sage archetype in the eCommerce landscape.

Their branding simplifies the typically complex process of buying a mattress, positioning them as knowledgeable guides.


The “bed-in-a-box” concept reflects their role as wise advisors in the mattress industry, simplifying choices and emphasizing comfort and convenience.

Casper’s sage-like approach has redefined how consumers shop for mattresses.

  1. Away Travel

Away Travel successfully channels the explorer archetype in their eCommerce branding.

They celebrate the joy of exploration and well-designed luggage, inviting customers on a journey of both travel and lifestyle.

Away Travel

The website’s sleek design and user-generated content create a sense of adventure, encouraging users to embark on new experiences with their luggage in tow.

Away Travel’s branding encourages consumers to explore the world with confidence, making them the ideal choice for the modern traveler.

  1. Allbirds

Allbirds portrays the caregiver archetype through its emphasis on eco-friendliness and transparency.

Their eCommerce branding shows care for the environment and customer well-being.


By offering sustainable, comfortable footwear, they provide a nurturing, responsible choice for consumers.

Allbirds’ commitment to reducing environmental impact appeals to eco-conscious buyers, nurturing their desire for sustainable and comfortable shoes.

  1. Dollar Shave Club

Dollar Shave Club takes on the jester archetype with humor-driven branding.

Their eCommerce approach adds a playful and entertaining twist to the typically mundane grooming product market.

Dollar Shave Club

The website’s witty messaging, humorous videos, and unconventional marketing resonate with customers seeking a fun shopping experience.

By making shaving products enjoyable and exciting, Dollar Shave Club has created a loyal following and disrupted the traditional grooming industry.

  1. Rothy’s

Rothy‘s eCommerce branding revolves around sustainability and comfortable footwear, echoing the caregiver archetype.

Their website showcases the eco-friendly materials used in their shoes, caring for the environment while providing comfort to eco-conscious consumers.


Rothy’s takes a responsible, nurturing approach by focusing on sustainability, demonstrating that fashion and environmental consciousness can coexist.

  1. Nordstrom

Nordstrom‘s eCommerce branding maintains a reputation for luxury and exceptional customer service.


Their website exudes authority and opulence, creating a regal shopping experience for customers seeking luxury items.

Nordstrom sets the standard for high-end fashion and customer care, making them the ruler of upscale eCommerce.

  1. Everlane

Everlane‘s eCommerce branding is built on transparency and ethical production, positioning them as sages in the world of fashion.

Their website educates consumers about the manufacturing process and pricing, increasing trust.


Everlane’s minimalist design and commitment to quality have resonated with buyers looking for ethical fashion choices.

Their sage-like guidance empowers consumers to make informed, responsible fashion choices.

Best eCommerce Branding Agencies to Outsource to

Here are 4 of the best eCommerce branding agencies to outsource to:

  • Brafton: They excel in content creation, SEO, and social media marketing. What makes Brafton stand out is their flexible pricing. Instead of set costs, they customize pricing for each project.
  • WebFX: They operate like a team of digital superheroes, specializing in services such as eCommerce branding. They focus on custom solutions tailored to each client’s unique needs. They charge based on an adaptable pricing structure, specific to the project’s complexity and scope.
  • Digital Silk: They are a creative branding agency, emphasizing web design, digital marketing, and eCommerce services. They are known for their unique approach in creating visually eCommerce branding solutions that help businesses stand out in the highly competitive digital marketplace.
  • SmartSites: They operate like a team of digital friends, specializing in eCommerce web design, branding, and digital marketing services. They offer a unique suite of services, including website design and development, SEO, and PPC management. What distinguishes SmartSites is their flexible pricing options, which can range from approximately $2,000 to $10,000 per month, based on the project’s complexity and requirements.

Final Words

eCommerce brand building is not an easy task. You need to plan and constantly evolve how you’re going to present to the world. A good way of doing it is picking one of the hosting services we included on our list of the Best eCommerce Hosting Providers. This way, more than looking amazing, your website will perform greatly too.

Next Steps: What Now?

  • Optimize Your eCommerce Website: Ensure your eCommerce website is well-optimized for SEO to increase visibility and drive more profitable traffic.
  • Secure Your eCommerce Domain: Secure a domain name that reflects your eCommerce niche, an important step for building a strong and profitable online presence.
  • Affiliate Marketing for eCommerce: Explore affiliate marketing to expand your reach and increase sales through profitable partnerships for your eCommerce business.

Learn More About eCommerce

Frequently Asked Questions

What are the 4 types of branding in marketing?

The four types of branding in marketing are product, corporate, personal, and service branding.

Product branding focuses on individual product identity, while corporate branding emphasizes a company’s overall image and values.

On the other hand, personal branding involves people shaping their unique brand identity, and service branding focuses on delivering top-notch service quality and improving customer experiences.

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