With eCommerce sales expected to soar past $8 trillion by 2027, your brand needs to do more than just exist — it needs to stand out. That’s where eCommerce branding comes in as your secret weapon! A strong brand identity helps you rise above the noise, win customer trust, and turn casual visitors into loyal fans.

In this guide, we’ll show you how to craft an unforgettable eCommerce branding strategy with Adobe and Printify — so your brand stands out and stays top-of-mind.

Understanding brand identity

From your logo and color palette to your messaging and tone of voice, a strong identity is your way of being unique in a crowded market and increasing customer engagement.

Let’s explore what this actually means and how to use it in eCommerce branding to create a lasting and impactful presence.

What is a brand identity, and why is it important

Your brand identity is the unique and recognizable presence of your business.It drives awareness and brand visibility and builds trust and customer loyalty.

Brand identity, personality, and image – what’s the difference?

Although they all seem to describe the same aspects of eCommerce branding, your brand’s identity, personality, and image each play a distinct role in how customers perceive and experience your brand.

Let’s go over what these terms mean.

Your identity

Your brand’s identity is a collection of visual and verbal elements that represent your eCommerce business, including your logo, colors, typography, brand voice, and overall style.

When taken together, all of these elements set the tone for how your brand is showcased to the world.

Your personality

It reflects the human-like qualities and traits you want your brand to embody.

Whether playful, professional, or adventurous, your brand’s personality helps create an emotional connection with your target audience.

Your image

This is the perception of your brand, as seen through the eyes of your customers.

Your brand image is what people think and feel about you, often based on their experiences and interactions with your eCommerce business.

How to build a brand identity for an eCommerce business

Use strong branding efforts to capture the attention of potential customers and increase sales for your online store.

To effectively build an identity for your business, you’ll need to focus on the following eCommerce branding strategies.

1. Research your niche, target audience, and other eCommerce brands

Building a standout eCommerce brand starts with research – countless online tools simplify this process.

Understanding what you’re selling, who you’re selling to, and analyzing your competitors are your first steps to success.

Your niche

Start by pinpointing the specific niche market your brand will serve.

It can be anything from toys for pet lovers to people who are enthusiastic about tote bags.

Use online tools like Semrush to identify industry size, customer traffic, and relevant keywords to understand the market demand for the products you want to sell.

Your audience

Knowing how people shop online and what drives their purchasing decisions will help you create products and marketing campaigns that resonate and lower customer acquisition costs.

Determine who your prospective customers are by analyzing demographics like age, gender, location, and interests.

Use social media insights, Google Analytics, and surveys to gather detailed data about their preferences and behaviors.

Your competition

By understanding how your competitors operate, you’ll find opportunities to differentiate your own brand and address gaps in the market that they may have overlooked.

Look at successful eCommerce brands in your niche and evaluate their strengths and weaknesses. Examine their product offerings, pricing strategies, and customer feedback.

Use tools like Semrush and PowerAdSpy to analyze and learn from competitor branding and social media ad strategies.

2. Define purpose and position

One of the pillars of successful eCommerce branding is clearly defining your brand story and your position in the market.

This is a great way to gain brand loyalty and build trust with your target audience.

Your brand purpose

It’s the “why” behind all successful brands and eCommerce businesses and the driving force that will shape all of your decisions, products, and services.

Whether your brand’s commitment is offering eco-friendly products, celebrating diversity, or simply providing affordable customization, it should align with the values and needs of your target market.

By clearly communicating your purpose and consistently living up to it, you’ll create a community of loyal customers who are likely to attract other like-minded individuals to your eCommerce store.

Your position in the market

Find a unique eCommerce space for your business that separates your brand from other companies to enhance your chances of customer acquisition.

This involves understanding your unique selling points and how they address the specific needs of your target audience better than your competitors.

For instance, you might position yourself as a fashion guru or a trendsetter in another specific product niche.

3. Choose a name and slogan

Your brand’s name and slogan are the first impressions you’ll make on new customers, so choose them wisely.

A catchy and memorable name paired with a clever slogan can instantly convey your brand message and personality, setting the tone for future interactions.

Your brand name

It’s at the forefront of your identity and defines how customers perceive your business.

• Keep it relevant. Choose a name that aligns with your niche and the products or services you offer.
• Make it simple. An easy-to-spell name sticks with your customers, making your brand easy to find and share.
• Be creative. Consider using puns, combining words, or even inventing a new term that captures your brand’s identity.
• Check availability. Make sure the brand name is up for grabs as a domain, email address, and handles on social media channels.

Your brand slogan

A short, catchy tagline encapsulates your brand story, mission, and values.

• Make it clear. Your slogan should be easy to understand, leaving no room for ambiguity about what your brand stands for.
• Keep it short. A great slogan is brief but impactful, making a lasting impression in just a few words.
• Set the tone. Whether it’s humor, inspiration, or confidence, the right tone of voice can strengthen your brand’s charm.
• Test its appeal. Seek feedback on your brand messaging to ensure your slogan resonates and leaves the right impression.

4. Get your visual assets done

Your visual identity is the face of your brand. It helps build brand recognition and plays an important role in customer acquisition.

With Adobe’s comprehensive set of tools, it’s possible to design stunning visuals and other brand elements to captivate your target audience.

Take note that many of these features are free with Adobe Creative Cloud’s free membership.

Additionally, take advantage of our partnership to get Adobe Express Premium for two months free or enjoy 20% off Adobe Photoshop.

Pick a color palette

Choose a color palette that sets the tone for your brand and creates an emotional connection with your audience.

Use Adobe Color to create the perfect color combinations for your brand with their color palette generator.

Design a logo

Create an eCommerce brand logo that’s simple, memorable, and scalable across various platforms.

Take advantage of Adobe Illustrator to create a vector-based design with text, patterns, 3D effects, gradients, and other features.

Choose typography

Select fonts that are easily readable, professional, and aligned with your brand’s tone of voice.

Use Adobe Fonts for a wide range of typefaces that can seamlessly integrate into your branding materials.

Design your website

It’s often the first point of contact with potential customers, so you need to ensure that your website accurately reflects your brand through cohesive design elements.

Adobe Express can help you create pages for an eCommerce website within minutes, while Adobe XD offers more advanced customization.

Create imagery and design elements

Make eye-catching visuals that align perfectly with your brand’s story.

Use Adobe Photoshop to enhance product photos, design unique graphics, and maintain a consistent aesthetic across your site.

Design fast with Adobe Express

Use the pre-built design templates offered by Adobe Express to ease your website design process.

It’s perfect for creating a strong branding presence and maintaining visual consistency across all your marketing materials.

5. Integrate your eCommerce brand identity

Consistent branding across all materials, platforms, and marketing channels is vital for building a successful and recognizable brand.

Create comprehensive brand guidelines to ensure every touchpoint with your customers, from your website to email marketing, consistently reflects your brand values and identity, contributing to a seamless online shopping experience.

Brand your website

Ensure your eCommerce website is a true representation of your brand’s essence.

This means consistently using your brand’s language and visual identity, like colors, fonts, and imagery, throughout your site to create a cohesive user experience.

Add clear customer service policies and feature user-generated content like product reviews, testimonials, and photos to enhance your authenticity and build customer loyalty.

Spruce up your social media

Register on popular social media platforms like Facebook, Instagram, and TikTok and incorporate your unique branding in profile photos, posts, and videos.

These channels let you share engaging content, updates, and promotions or run polls and contests that resonate with your audience and increase customer engagement.

Expand branding to marketing

• Use your custom branding to tailor all marketing campaigns. 

Expand these efforts through social media advertising features to generate sales and attract new customers to your eCommerce business.

• Consider using your brand voice in Search Engine Optimization and Google Ads to appear even higher in popular search results.
• Create a mailing list and email marketing templates that reflect your brand’s unique identity, including your color palette, fonts, and imagery.

In addition, partnering with social media influencers who match the spirit of your brand can also help you reach new audiences and amplify your brand’s credibility through influencer marketing.

Start a print-on-demand business with Printify

Now that you understand the basics of creating an eCommerce branding strategy, you’re ready to start selling your products online with Printify.

We make it easy to start a print-on-demand business with no upfront costs and no minimum order requirements.

1. Sign up

Create a free account on Printify to get started. The sign-up process is straightforward, and once you’re in, you’ll have access to a wide range of customizable products and design tools.

2. Select products

Choose from a diverse selection of over 1000 custom products in our Product Catalog to find the best match for your eCommerce business.

We offer everything from custom t-shirts to mugs and home decor items in unmatched product quality.

3. Apply your designs

Use our Product Creator to upload your visual branding, like your logo, or create completely new designs to apply to your selected items. 

Generate product mockups to see how your designs will look on different items and make adjustments as needed.

4. Decide where to sell

Connect your Printify account to your preferred eCommerce sales channel.

We’ve set up automated integrations with popular platforms like Shopify and WooCommerce, as well as marketplaces like Etsy and Walmart.

5. Let Printify do the rest

Our network will take care of order fulfillment and ship directly to your customers, enabling you to focus on marketing efforts to grow a successful eCommerce brand.

FAQ

To summarize

Before you launch your brand online, take the time to carefully craft your brand strategy, from finding a niche to creating a cohesive visual style and applying it across all platforms.

Use Adobe’s tools to create your website and design elements, and Printify’s print-on-demand services to make and sell custom merch.

Ready to start your eCommerce venture?

Importance of branding when running an Etsy business

Strong branding is the backbone of any successful Etsy business, setting you apart in a sea of sellers. Branding through good packaging not only communicates the quality of your product but also conveys your brand story and values, creating a lasting impression on customers.

What does a good brand story and values have to do with customer perception? A lot.

Utilizing the importance of brand management in eCommerce has a two-fold effect on customers – 82% of consumers find more loyalty with brands that align with their values, while 70% want to see brands make more personal connections to build trust with the buyer.

What packaging do Etsy sellers use?

Etsy sellers often get creative with their packaging ideas, using a range of materials from custom boxes and branded bags to added packaging accessories like colorful tissue paper and ribbons. These simple yet effective techniques can significantly enhance the perceived quality and success of a shop.

Packaging options vary widely depending on different product factors, but a common practice is to always make your logo or brand name stand out. For instance, jewelry sellers may opt for small branded gift boxes, while home decor sellers may prioritize larger boxes branded with stickers and stamps.

For Etsy sellers handling their own packaging, the sky’s the limit. Consider these ideas to elevate the unboxing experience and enhance your brand visibility.

How are products packaged with Print on Demand?

When using Printify to deliver your print-on-demand products, packaging is handled by the supplier and fulfillment center.

Find all product packaging details in the Printify Catalog. Click on a product, select a Print Provider, and go to Provider Info > Packaging Control. Take a moment to preview and ensure that the product packaging meets your business’s visual standards and expectations.

Find more information on how different products are packaged and gift packaging options in the Printify Help Center.

Make it happen today!

Start selling

Branding options with Printify

With Printify, custom branding extends beyond the product itself. You can explore many avenues to brand your products and create a one-of-a-kind unboxing experience.

Etsy packaging FAQ

Summary

Etsy is a competitive marketplace, and every touch of personalization can bring your business closer to customers and set it apart from competitors. By investing in good packaging, even with a slight price increase, you can impress customers and make more money down the line from loyal clients.

From the moment a customer receives their order, the outside packaging tells your brand’s story, setting the stage for repeat business and word-of-mouth marketing. Creative solutions like packaging inserts and branded labels can help bridge that gap and leave a lasting impression.

Make it happen today!

Start selling