In this blog post, we’ll share tips on how to create a consistent and cohesive visual brand—the elements of your brand your buyers actually see—for you and your eBay store. If you’re saying, “Branding? What’s that?” please head on over to our blog post on why you can’t afford to ignore branding. Take your time—we'll be here when you get back.
Hi, welcome back. Now that we have thoroughly convinced you about the benefits of a strong visual brand (right? We convinced you?) let’s talk about how to actually make it happen.
After all, everything about your business—the condition of your listings, the quality of your customer service, the caliber of the billboard image in your store—influences how buyers perceive your brand. Let’s make sure they perceive it positively.
Use this checklist to develop and maintain your visual brand on eBay:
⬜ First, define your brand identity.
Here the goal is to define what your brand is and what it stands for.
Step 1: Take out a pen and a sheet of paper. Do a little brainstorming: What do you want your business to be known for? When you think of the “look and feel” of your business, what do you see? When buyers come to your store, are they seeing a consistent theme or a mishmash of ideas? Put yourself in your buyer’s shoes: Based on all of this, would you buy from you?
Step 2: Using all of that info, jot down a few words that represent what you want your business to be known for. What characteristics does your business convey? Is it fun, serious, helpful, friendly, or trustworthy? Keep that list handy. We’ll use it in a minute.
⬜ Next, develop your asset list.
Here the goal is to take inventory of all the places where you need to display the visual assets of your brand.
Head over to your eBay store.
Next, head over to your social media accounts (the ones you use for promoting your business, not personal accounts).
Then, consider any other digital assets you may need. If you have a website, a blog, or use email marketing, be sure to note be sure to note the appropriate image size for each platform.
Lastly, think about any printed materials. Business cards are obvious, but do you also need flyers or stickers? Make a note of what you need.
⬜ Next, hire or DIY.
Here the goal is to find a designer who will synthesize your Brand Identity work into a set of tangible assets.
Take your asset list and start shopping for a designer or freelancer to create them. Use the words and thoughts you jotted down to brief the designer on your business and your vision for your brand. And here’s where being an eBay Stores subscriber pays off: Subscribers get a discount on design services from Vistaprint or 99 Designs.
If you have a good eye for design, you can also consider doing it yourself with Canva or a similar provider.
⬜ Lastly, develop Brand Guidelines.
Here the goal is consistency across all your visual assets: logo, billboard, business cards, etc.
Once your assets have been finalized, create a simple Style Guide (or Manual) that outlines your brand’s established font styles, sizes, colors, etc. Don’t let that link scare you; we’re talking one page. This will help you maintain consistency. Next time you go to create a new marketing asset, you won't be wondering, “What font did I use last time!?” or, “Is that 12 or 14 point type on my business card?” Save yourself a headache and create a quick manual now.
As with lots of things in life, consistency is key. The more consistent you are with your brand, the more brand equity you’ll build. You don’t see Home Depot changing its orange logo and rugged font, right? That’s because they have built up lots of brand equity with those distinctive signals.
Sellers, tell us, how have you used visual branding in your business?
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