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Building a brand name is certainly not an easy task. Especially so, when the online market is flooded with new products every day and all social media channels seem cluttered. We're here to help you identify a clear cut path to building a strong and remarkable brand.

Your to do list In order to stand out as a brand, there are a few important steps you can take. Now we are not saying all of these might fall under your current budget, but it is worthwhile to know where the world of e-commerce is headed so you can take advantage of the trends. Let's take a deep dive:

1. Leverage new technology In the e-commerce world, technology is bound to evolve at a fast pace. The latest observed trend is the incorporation of chat bots into websites. A chat bot is a software that can have a conversation with you with the aim of making you feel like you are talking to a person. In the ecommerce sector, a chat bot can be leveraged to provide highly personalized solutions to users visiting a site. It can not only show the most relevant search results, it can be used to recommend different products based on user purchase history or user demographics. It can be used to analyze trends so a site owner can effectively manage his marketing strategies. Sephora leverages the power of Kik bot and live influencer interaction resulting in authentic user engagement Sephora is an example of a business by and large improving their brand image using a chat bot solution. In a recent stint, they created a custom experience for teenagers around prom season within their bot on Kik by offering prom specific content. They had an influencer broadcast a tutorial using facebook live which was promoted using the bot. End result?

Another upcoming trend is the use of Augmented Reality (AR) in the e-commerce sector. AR is a technology that combines real world images with digital information. A common example would be when in a cricket match, the decision goes to the third umpire, a replay of the last


ball is shown as below

Sephora uses AR to help users visualize how their products will look on them Sephora has realized the future of AR in the game and leveraged it to come up with a feature in their app that scans your face, figures out where your features such as eyes, lips and nose are, and lets you play around with lip shades, fake lashes, eye shadows etc.


2. Be opinionated When you go out in the world, you should have a certain vision for your brand. With that vision comes a set of opinions that support your vision. You can not please everyone in the market just like you can not please everybody in a room. What is it that your team believes in? Don't go about making vague statements like "We believe in everyone being happy" because thank you for that bland thought, can you pass me the wine now? Brands with a good content strategy have a unique perspective on things. As an example, Richard Branson of Virgin shares content that portrays his unique take on the world (not to forget he was a professional storyteller). While it is great to have opinions and share them, it is extremely important to be a good listener as well. Listen to your team, you customers, partners. Get feedback and use it to fine tune your content.

3. Consistency There are two ways to look at consistency - consistency in content you share and consistency in how you run your business. Let's break it down: 1. Content - When you market yourself or share content, it's alright to be repetitive (NOT like some self help books which reiterate the same thing throughout the book but by reasserting some points here and there) to embed your opinion into a reader's mind.


When people listen to the same thing being said repeatedly in a subtle manner, it starts registering in their brain and that will eventually get them talking about your brand. 2. Business - Are your products consistent? Is the accessibility of your website/store consistent across different platforms like desktops, tablets, mobile phones? Is your delivery process smooth and consistent? These processes are crucial to building a brand image. You don't want customers offering different reviews on the same type of purchases.

4. Evangelize a cause Is there a global phenomenon that you are passionate about? Or a cause you deeply care for? Design your campaigns and occasionally come out with products that promote your cause, or show how you are contributing towards the cause. For instance, if you have a tie up with a non government organisation that provides shelter to abandoned dogs and treats them for free, you can show how you donate a small portion of your profit to this cause. Not only are you giving back to the community, you are giving customers the sense of contribution and inadvertently inviting a lot more like minded people to your site.

5. Team Up Find brands that speak the same language as you, who share similar opinions, have a similar story or just the mere fact that you find them super cool and tie up with them on a common cause. Goodwill goes a long way in networking. Not only do you open yourself to great business opportunities but you also get to introduce yourself to a wider audience. Take Spotify-Uber partnership as an example - they are both rockstars in their own domain. Their tie up meant you could stream your own choice of music/your Spotify playlist using the car's music system, which is mostly dominated by broadcast radio. For Uber, this enhances the user experience.


End Notes We have also created an e-commerce guide for entrepreneurs. Feel free to read our section “Building your brand� (link here) to understand the essentials and how to position your brand.

Five ways to build a remarkable brand  

Building a remarkable brand name can be a daunting task when the online market is flooded with new products every day! Find out how you can...

Five ways to build a remarkable brand  

Building a remarkable brand name can be a daunting task when the online market is flooded with new products every day! Find out how you can...

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