Jeff Bezos, the founder of Amazon, once said, “Your brand is what people think of you privately.” And yesterday we have shared the fact that Amazon has paid more and more attention to branded products. Now we will share with you the guide on how to build your brand on Amazon in 2021.
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What are the benefits of building your brand on Amazon?
1. Enhance credibility and buyer confidence
How do you persuade others to buy your product before they know you? At this time, the personal image and personal brand image you establish can affect the initial trust of others in you.
Creating a private label and build your brand on Amazon in 2021 can enhance your reputation with buyers, your industry, and the entire Amazon platform. The better your brand reputation, the higher your recognition, competitiveness, and loyalty.
2. Build a difference from others
There are a lot of sellers on Amazon, how to stand out in the fierce competition? Creating a brand is an effective way to make your product different from others.
As we all know, if you know how to show your strengths and spread your knowledge and skills, build your own brand image, your chance of winning and being seen is much greater than others. In the same way, if you can build well your brand and get a good brand reputation, you will win in the competition.
3. Increase the user’s repurchase rate
As we have said, your brand will enhance people’s confidence. Moreover, once people start to recognize and buy your product, and they recognize your product quality, package, picture, and your logo, there is no doubt that they will continue to buy from you.
In this way, it will bring a great result, your repurchase rate will greatly increase.
4. Opportunities to expand business scale
Take NIKE as an example. NIKE’s shoes and clothing are very famous. Assuming that one day it wants to get involved in healthy food, there will be much less resistance in the market. Therefore, the brand allows you to expand your business and adjust or change the direction of your business when needed.
5. Protect your product
Amazon is such a hugely competitive marketplace, it is common for some products to be hijacked by other sellers. If you build your brand and enroll in the Brand Registry, you have the power to control your brand products. If your brand products are hijacked, you can ask Amazon will help you process and remove them.
6. Provide you with some privileges
Registered brand sellers can prevent hijackers and infringement. In addition, Amazon also provides brand sellers with additional sales features.
- With the ability to lock your content for product detail pages against changes;
- You have the right to build an Amazon A+ page;
- Allows you to add videos to your Amazon listing;
- You can apply for the Amazon brand store to create a store page to showcase all your products and/or your brand story;
- Use Headline Search Ads advertising.
6 Steps to build your brand on Amazon in 2021
1. Know your target audience
Before you start building your brand, you need to identify your target customers. By understanding who your brand needs to attract, you will be able to develop a better brand strategy. After determining the target audience, you can conduct research on their preferences to determine the brand’s positioning and style to ensure that you can successfully gain the recognition of the target customers.
If you have run your amazon business, you can analyze your historical data to know your customers. If you are new to selling on Amazon, we recommend you to research your competitors, know their brand strategies, and analyze their product reviews to know what customers are thinking about the products.
2. Name your brand
When naming a brand, be as concise as possible. If your name is too long or too complicated, it may confuse your customers. Use a memorable short name, and you may have more repeat customers.
In addition, the name you choose needs to be related to your brand. If you have to use the same brand for all your products, then your brand store can also use the same name. However, if you want to sell multiple product categories with different brand names, you should choose a more general store name.
3. Design your brand identity
You need to use the market information and audience characteristics you have obtained from the previous market research to apply it to your brand identity so that customers can naturally connect your brand and products together.
- Logo: Please make sure your logo is simple and easy to remember.
- Hue: Choose 3 brand colors that resonate with your audience.
- Slogan: Choose a short and strong slogan so that customers can understand the purpose of your brand. Note the use of fonts that match the logo.
4. Get your trademark
Branded products are marked with ™ or ®. The difference in ® means that the product has been registered in the United States Patent and Trademark Office (USPTO).
TM is the abbreviation of TradeMark, just to show that this is a trademark. However, different countries have different regulations regarding the use of these two signs, especially “TM”.
However, if you are not ready to register a trademark, you can still use the ™ logo to prevent competitors from using your content as their own content. Before doing this, you need to conduct some investigations to make sure that you have not infringed anyone’s trademark. You can do this by searching the trademark database on the US Patent and Trademark Office website, where all US trademarks have been registered.
5. Enroll Amazon Brand Registry
Go to https://brandservices.amazon.com then Click Enroll now button;
Choose the marketplace and fill in your account information;
Fill in your brand eligibility information;
Upload the images to identify your brand;
Tell more details about the brand.
After confirming the information you can click the “Submit Application” button. Keep in mind, once you submit, you can’t make any more changes. If there are errors, you have to restart the registration process.
6. Custom your package
Although the packaging is also a very important step in the process of creating a brand, it is often overlooked by sellers. By using custom packaging with your own logo, you will look more professional and at the same time increase brand awareness.
First of all, you should make sure to meet Amazon’s necessary packaging requirements, otherwise, you may experience delays in storage.
You can follow the steps below:
- Search on the Internet for packaging requirements for specific countries/regions;
- Ensure that your suppliers use standardized packaging;
- Take a look at what your competitors are doing.
The product packaging required by Amazon needs to contain the following information.
- The country of origin of your product;
- Your Global Trade Identification Number (GTIN);
- Distribution network stock-keeping unit (FNSKU) identifier;
- Applicable legal warnings and certifications;
- Your product or brand name.
In addition, it is recommended to use your creativity as much as possible to distinguish yourself from competitors, and you can also use contrasting colors. You can analyze the packaging of similar products, of course, you don’t need to buy, you only need to search for the unpacking video of these products on YouTube to see the buyer’s preference for this packaging, and improve on this basis.
Final Thoughts
Amazon is becoming brand-centric, and for brands, build your brand on Amazon in 2021 is necessary for you to boost your business. For brand sellers, selling on Amazon is also an excellent opportunity to gain popularity and sales.
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