Dropshipping has exploded in recent years. Unlike a traditional ecommerce store where the seller shoulders the task of manufacturing, stocking, inventory, marketing, shipping and handling of products, dropshipping transfers most of these tasks to the dropshipper/distribute/wholesaler and leaves sellers with just marketing to deal with.
Creating a dropshipping store has many benefits, but it all boils down to the smaller investment it requires compared to a traditional ecommerce store. However, since marketing makes or breaks a dropshipping store, brand identity is one a major key marketing element many stores of this kind fail to plan on.
Importance of Brand Identity
Since thousands of dropshipping stores exist online, competition can be fierce. Getting noticed by your target audience should be your priority. Brand identity helps in solving this dilemma.
Brand identity goes beyond the name or logo of your dropshipping store; it’s a feeling customers get whenever they hear or see your product. Proper execution of brand identity should result to customers having an emotional connection with your brand.
It involves a combination of consistent, reliable customer service, how you present your company, what values/mission your company stands for, the level of honesty your website shows, and how well you know your target market. Of course, the brand’s name is included, but should always go last when planning your dropshipping store.
Consider These When Developing a Brand Identity
1. Customer service
No amount of marketing could outplay the love you get from taking care of your customers. To be able to provide reliable customer service, your company has to:
- Know exactly who your target market is. Existing dropshipping stores could study their purchase history and analytics to learn their target market more comprehensively, while new stores must brainstorm and perform market research.
- Conduct thorough research. If you choose a very specific niche for your dropshipping store, one way to make it as authentic as possible is to learn how your audience speaks. For example, if you’re trying to sell PC gaming equipment, understand gaming language, humor and culture, then use this when speaking to your audience through product description, store blog, or even on social media posts.
- Analyze buying behavior. Do sales spike when occasions like Father’s Day comes closer, or do your customers only buy once you send over coupons? Learning what your customers want not only helps in keeping them happy, but also gives your store a better picture of what products to add or remove.
- Plan for customer support. Many dropshipping stores hire an employee to take care of customer service, which means there’s always ready to answer e-mails, live chat, and messages from your store’s social media accounts.
2. Company mission, message and delivery
How you present your company to your customers and potential customers is an important aspect to building their trust. When designing your store, think about adding these things:
- About Us – This page shouldn’t just include general information about what your store is selling. Try to be as personal as possible. Tell your story so customers could relate. Reveal the names of people behind the store, add a quick bio, and upload their pictures. Because dropshipping stores are built in hundreds by the day, there’s no better customer guarantee that your store is legit than to see its owner/s.
- Mission/Vision – There’s a reason why big companies like Apple and Amazon publish their vision and mission to the world. It removes the idea that these companies are just out to get hard-earned money of customers, but also gives customers the power to decide if they would want to help in making these visions a reality (by purchasing what the company is offering).
- Message Delivery – It’s good to advertise, but never offer unrealistic shipping times, or over-promise about your company’s return policies. Be honest with your customers and it will increase customer loyalty in time. Make sure to indicate that you are a dropshipping store and do not stock products. It is always better that customers are aware of the entire picture, than to feel tricked when they face problems with shipping or returns and discover then.
3. Name of your dropshipping store
If you’re new to dropshipping, the name of your store is often the hardest decision you’ll face. To make this problem a bit easier, consider these:
- Domain name – When brainstorming a name for your store, check with a domain name provider if the name is available or already taken. It’s always better to get a domain name that matches your store’s name since it’s memorable and good for search engine optimization (SEO).
- Know Your Keywords – Traffic from search engines is the lifeline of your dropshipping store. Perform keyword research and on-page/off-page SEO techniques to improve traffic. And never forget to include your keywords within your store’s content.
- Consider your market – What does your target market relate to the most? The answer to this question could give you store name ideas that are authentic and used in that specific niche regularly.
Execute these 3 considerations and you won’t even notice that you’ve created an atmosphere customers want to “hang out” all the time, which is what brand identity is all about.