If you’re looking for a story that shows just how powerful branding can be, look no further than this one. From 1886 to 1959, the price of a Coca-Cola didn’t change in the US. Not once. To understand why, we’ve got to go back to the late 1800s, when Coca-Cola was drunk from a fountain.
Two entrepreneurs thought bottled drinks were the future and wanted to take a bet on it. In 1899, they went to the president of Coca-Cola asking to buy the bottling rights. He thought they were mad, and signed the rights over to appease them.
Just a few years later though, bottles grew in popularity, and Coca-Cola had a problem: They were no longer in control of the price. The bottlers were.
To make sure their customers weren’t being overcharged, Coca-Cola came up with a genius strategy to keep the price down. They took their brand and plastered it across America with the phrase Coca-Cola 5c printed on billboards, walls, magazines, trays, calendars - you name it. Customers were told this was the price, and so the bottlers were forced into selling it at that price.
Coca-Cola eventually took back bottling rights, but the brand and price campaign was so successful that it was cheaper to keep the price the same than adjust it and recall all the branded merchandise. That’s why the price didn’t change for 70 years.
So, what does this have to do with eCommerce? Well, it shows the power a brand can have - a superpower you need to take advantage of as a shop owner. Branding goes beyond just your logo, however. It’s the look and feel of your website. It’s how your products are displayed, how you show your prices and the overall experience a customer has when they visit.
So here are three things you need to know to keep your shop on-brand.
1. Make your shop look like your shop
Most website builders allow you to upload your own logo and font as well as your company colours, but as your online shop grows, you may find yourself looking into things like plug-ins to add improvements.
Plug-ins allow you add extra functionality to your website, and eCommerce platforms like Prestashop and Shopify have a huge range available to download. These include dynamic search plug-ins like Motive Commerce Search, or plug-ins that help streamline the payment or shipping of your shop.
But when it comes to plug-ins and brand consistency, there’s often a catch. Many plug-ins provide great functionality, but little customisability. What this means is when customers use parts of your shop that have been enhanced by these plug-ins, it can sometimes feel as if they’re no longer part of your website. Why? Colours and fonts might change to the presets of that plug-in. Your shop might use Helvetica, while the plug-in uses Arial.
To avoid this and maintain brand consistency throughout your shop, make sure that any plug-in you add to your site can be easily customisable with your logo, font and colours.
2. Transmit the essence of your brand
How you display your products is part of your brand. Just think how different it feels to browse the shelves of a high-end fashion retailer vs that of a discount retailer. Neither of these displays are better than the other. Instead, both aim to transmit a certain feeling to the customer - whether they’re getting a bargain or one of a kind product. Your products should be displayed to match your brand and that means a certain level of customisation is required.
Taking the example of Motive, we noticed that many fashion retailers were wanting tailored product images with smaller margins between those images as they searched the catalogue. So, we made sure to add this customisation so fashion retailers could have their catalogues looking the way they wanted, a feature the retailer Inside Shops have been using effectively.
Other shops, like La Frikilería, meanwhile prefer to display slightly smaller product image heights to fit more products onto the screen at once. Each shop will have different needs to match the image of their brand, and customisation tools for this are great features to have.
3. Show what you want to show
Once you’ve got your branding consistent across your website and products displayed in a way that match your brand, you can move on to details like your product cards.
A product card is the image that displays a product in your catalogue when a customer performs a search. But it doesn’t just have to be the image of the product that’s shown on this card. Product cards can also display an add to cart button, the item's price or even its discounted price. In the same way that different shops want their products displayed in a certain way, different shops will have different needs when it comes to product cards. Being able to decide whether you want an add to cart button or sale price displayed is another way of keeping the whole shopping experience consistent with your brand and a key UI customisation you should be looking for.
Ready to improve your brand experience?
Each element of your website is a key part of your brand experience. As the Coca-Cola story shows, your brand can have incredible power. UI Customisations can help you harness this power.
Motive Commerce Search has been designed to give shops of all sizes and budgets the customisations they need for their brands. The plug-in gives shops great UI customisations for things like product cards, image sizes and more. And of course, shops can use their own logo, fonts and colours to make the shopping experience consistent right across the site.
If you’re looking to add dynamic search to your eCommerce store, you can sign up for a 30 day free trial of Motive and check out all these great customisations first hand.