How to design a powerful brand experience for your online shop

Your website’s look and feel are just as import as the products and information displayed on your site. We make 95% of our decisions in our subconscious mind. Within seconds, we are scanning every single element on a website, especially if we are new to a brand and its online shop.

To make a sale, you need to grab a prospect’s or customer’s attention and provide enough information to persuade them to buy. So, it’s of paramount importance to make sure your buyer’s initial impression when they encounter your online shop will be a positive and trustworthy one.

A professionally designed website that provides a cohesive look and feel of your brand will help establish credibility and trust with potential buyers. How do you want your customers to perceive your brand? Here are a few tips on how to incorporate your brand strategy into one of your largest brand touchpoints, your website.

Create an emotional connection

Put yourself in your customers’ shoes. What are their needs? How do they benefit from your products and services? What value will they get? Speak your customers’ and prospects’ language and tell your story. Tell them who you are, what you do and why people can trust you. Clearly identify and demonstrate that you understand their needs and desires and how you help them fulfil and satisfy them. Empathy and understanding will help you build trust and quickly establish a connection.  

Use your brand identity assets

Make sure you use your brand identity assets consistently across your ecommerce platform. Use the correct logo and favicon, put your colour scheme to best use and don’t underestimate the power of your brand’s typefaces. They also play a vital part in evoking subliminal reactions. If you have a set of bespoke icons and illustrations that you can use, even better. Each assets adds another layer of recognisability.

Visual assets, sounds, scents and touch all play a vital role in how we perceive brands. Each asset sends signals that can be decoded in your consumer’s mind through association and the meaning attached to it. For your identity assets to be able to create intangible value, they need to be relevant and send out a coherent message.

Speak your customers language

Keep your message clear and concise, and most importantly, make sure you speak your audience’s language. Avoid jargon at all cost. Make your users feel engaged and use your brand’s tone of voice. Makes the experience less formal and more enjoyable across the whole site, from headings and calls to action to the checkout process and order confirmation emails.

Provide a seamless customer journey

Remember though, that although your ecommerce platform might be your biggest brand touchpoint, the customer journey starts before people enter your ecommerce platform and after they leave.

Provide an integrated and seamless brand experience for your customers. Their journey with your brand may start from a social media post or by searching for a particular provider online. They may have been sent your printed catalogue through the post or have already been to your physical shop. Each of these touchpoints need to be consistent with the presentation of your online shop. Recognisability and familiarity are crucial for building credibility and trust. 

Create a memorable Unboxing experience

How you follow up the online purchase experience is another opportunity to provide a brand experience that delights your customers. Think about your order confirmation and delivery notification emails. Are they on brand?

And what happens when customers receive their order? Make sure their unboxing experience ties in with your brand strategy. There are a few things to consider that will help enhance the shopping experience: What branded packaging materials do you use and how do they look and feel by touch. Could you enhance the unboxing experience by including (handwritten) thank you cards? Could you brand you use elegant document wallets for delivery notes and return slips? Could you add a little surprise or useful gift?

Show your customer’s that you care and that they are important to you. Make the experience memorable to ensure you create loyal customers who will return time and time again or recommend your brand to family friends and colleagues.

How we can help

If you’re unsure where to start, we can help. Get in touch with us to talk about your goals for your website and/or online or download our free Ecommerce Guide in which we give away 50+ tips on planning and building a successful ecommerce website.

About Franzi Scheithauer

Franzi is Creative Director at Studio Brand Up and specialises in brand strategy and identity design.