Is it possible to run an e-commerce site while still having a strong brand? Absolutely.

E-commerce sites are geared to sell. Conversion rate optimization is king, and metrics like basket size, sales by category, and cart abandonment rate rule the day. While these metrics are important, many organizations get overly focused on them and neglect to build brands that engage, connect, and move people down the funnel toward purchasing.

So what do e-commerce sites need to think about when building their brands?

📢 A clear mission or "why" statement is critical. Why do you sell what you sell? What's your vision for how your products will improve the world or the lives of your customers?

If you're a florist, it could be to bring joy into the world, or to make the world a more beautiful place. If you're a security company it could be to help your customers sleep well at night or to ensure that your customers are never taken advantage of. Not everything needs to be world-changing, but you should be able to clearly articulate why what you do matters.

🖼 Visual identity matters. Is your site generic and bland, or do you have a clear visual identity that reinforces the feelings and moods you want people to have when they engage with your brand? Developing a unique visual identity and applying it consistently across your site and marketing materials can go a long way.

💬 Tone and voice are also huge. Do you have anyone in your life that you can identify by the language they use, the cadence of their speech, or the pitch of their voice? I know I have plenty of people in my life who fit that criteria. You know who they are before even laying eyes on them.

The same principle applies to branding. By creating a unique tone and voice for your brand, you enable it to stand out and be recognizable. Generic, inconsistent copy doesn't convert. Level up your copy game to level up your sales.

🕊 🦅 🐦 Allbirds is an example of an e-commerce brand that does these things well. When you go to their site (https://www.allbirds.ca/) you immediately get a sense of their visual identity. Simple colours, large images, and lots of white space paint a clear picture. The copy aligns as well, with short and to-the-point descriptors and calls to action.

They also have a section on Sustainability, which is a core brand attribute for them. By either scrolling down the homepage or clicking on the menu bar you can quickly get a sense of what this brand is all about. And they accomplish all this while supporting sales - not detracting from them.

What are some of the strongest e-commerce brands that you've come across?