Selling Online: Identity


In the previous segment: Taking the first steps, we did a quick walk through of the top eCommerce platforms available in order to help you set up your store. Now, it’s time to take the big step of giving your store an identity and bringing it to life. Keep reading to find out the key components of proper branding.


Let’s begin with clarifying exactly what branding really means. When it comes to your business, a brand identity is what will make your brand unique to you, and give your store the look and feel you want your customers to associate you with. This means coming up with a name, logo, tagline, color scheme, and even values that all work together to express your message. Be sure to make a bold statement because first impressions are everything, and a client will be quick to decide whether he wants to stay and browse your website or not.

Branding encompasses many essential elements that allow people to visually familiarize themselves with your company and products. It is essential to create a brand, a mission, a goal, an overall image that you would like to put out. What do you want your customers to associate with your brand? What would you like to be known for? It’s very important to have all these elements tie together, and always stay consistent!

Let’s take a pause and watch Steve Jobs talks about the importance of branding. Learning from the best in the business when they just started is a highly inspired experience we should always embrace in our journey to build our own online identity.

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Because of a large concentration of ecommerce shops, as well as thousands of competitors online, shoppers can be very quick to dismiss a website based on first impressions of the overall quality, especially that of the product images. There is nothing less welcoming than a website with dark, low-resolution images, inconsistent sizing, or misleading images. Your customers want to know that they will be ordering a quality product, and the only way they can do so online is based on the content you provide them with.

A bad picture can too easily be translated into a bad quality product. Luckily, the opposite is also true; great images give an overall better impression and send out a message of quality and trustworthiness to the shopper

 goodexample  badexample
  • Clean, white background
  • Use a common object for scaling (Keyring)
  • Color options are great when applicable!
  • Messy background
  • No hint of scale
  • Image is blurry

Shopping online can be a scary experience for some shoppers. In order to make the transaction as reassuring as possible, you must provide as much accurate information on the product as you can.

Fun details are everything; they show effort and dedication from the vendor, which can show that they truly believe in their product. Don’t be afraid of stepping out of the box, get creative!

  • Show your product in different scenarios
  • If clothing or accessories try putting it on a model for proper scaling and fitting
  • Write a catchy description
  • Include ideas on how/when/why this product might be helpful to the buyer

On our next segment, we will go over all the final considerations and steps before launching your online shop.

If you have any questions or would like more information on certain aspects, let us know in the comments and we will be sure to incorporate those concerns in the last part of the series.

thumbnailThis segment brought to you by our contributor Itsik Romano. Itsik Romano is the creative director and founder of Definite Image Productions Inc., a Montreal (West Island) creative studio that specialized in web development, graphic design and online marketing.

Feel free to contact Itsik and his team at 514.228.7979  or email him at


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