Building global brand recognition isn't easy, but it offers many benefits. Learn more in this guest article from Webinterpret.
Can brand identity translate into conversions? Many Amazon brands ask themselves this question when entering the global market.
Competition on Amazon can be fierce, and simply getting products listed is not enough. However,building global brand recognition can help establish trust and differentiate your brand from competitors, which is a foundation for driving conversion rates.
Brand Recognition Increases International Success
Expanding into a new market on Amazon involves certain costs and logistical challenges. Additionally, the complexities of understanding and adapting to new consumer behaviors, cultural nuances, and competitive landscapes can divert focus from brand-building initiatives.
Extra costs and operational hurdles frequently force businesses to postpone essential branding efforts. But is prioritizing immediate market entry actions over long-term brand building good for conversions?
In our experience, building global brand recognition significantly impacts and helps drive Amazon conversions in several ways:
1) Brand Recognition Helps Differentiate
First and foremost, branding is a matter of visibility. A strong brand identity can set your products apart in a crowded market on competitive platforms like Amazon, where many products can appear similar.
Use branding to attract customers and grab their attention the first time they encounter the product. At a later stage, you could leverage unique branding to help customers quickly identify your products over competitors.
2) Brand Awareness Improves Trust and Credibility
Brand trust is a crucial factor in boosting buyer confidence. When choosing brands and products, consumers prefer to stick with what they know and trust.
Customers who trust a brand feel more secure in their purchase decisions, knowing that the product or service will meet their expectations. This confidence increases the likelihood of a single sale and encourages repeat purchases.
3) Brand Recognition Increases Loyalty and Repeat Purchases
Brand recognition is an incredibly valuable tool for fostering customer loyalty.
Satisfied Amazon shoppers who recognize and trust your brand are more likely to repeat purchases and even recommend your products to others, enhancing long-term sales and conversions.
Branding can amplify the impact of marketing efforts.
Properly optimized paid ads can bring in the right traffic to your listings, but it’s a strong brand identity that can help “close the deal” and increase conversion rates on Amazon ad campaigns.
5) Investing in Brand Awareness Increases Value
A well-recognized, established brand earns the luxury of being associated with higher value.
Once potential customers perceive a brand as premium, they are more willing to convert even if the product price is slightly higher compared to lesser-known brands.
Strategies for Building Global Brand Recognition on Amazon
Brand awareness is the first milestone on the customer’s purchasing journey. Luckily, there are multiple ways to leverage it when expanding globally on Amazon, even though the platform might not always seem to give individual brands the desired visibility.
It’s worth exploring effective strategies that allow brands to scale globally and convert traffic while maintaining complete control over their image.
Here's how you can leverage the power of brand visibility on Amazon to convert those initial clicks into sales:
1. Register with Amazon Brand Registry
Registering with the Amazon Brand Registry grants you access to proactive intellectual property (IP) and brand protection tools. It's the first step to securing your brand's foundation. However, it does require a pending or active trademark registration.
The brand registration program uses advanced automated solutions to protect brands from counterfeit products. It contributes to creating a cohesive brand experience that fosters trust and recognition among Amazon customers.
2. Create an Amazon Brand Store
An Amazon Brand Store is a free DIY tool provided by Amazon that allows sellers and vendors to go beyond basic product listings. How? By creating a dedicated destination for their brands in the form of a flagship storefront.
What sets brand stores apart is the level of customization. It offers creative freedom to design an Amazon storefront that aligns with brand values and identity.
Additionally, it provides access to Amazon Store Insights, an advanced brand analytics tool that monitors parameters crucial for conversion tracking. It allows for comparing traffic-related brand metrics (such as visitor volume, page views, or device distribution) with estimated total sales generated and estimated total units purchased.
3. Engage Audiences with A+ Content
Setting up an Amazon Brand Store is not the only way to showcase your brand story and highlight key products. Brands can also replace dry product descriptions with visually captivating and informative enhanced brand content called A+ Content.
A+ Content gives brands the perfect opportunity to combine rich product data with storytelling. A mix of high-quality images, videos, and relevant keywords can:
enhance customer experience
contribute to creating a compelling brand narrative
Positive reviews are another way to solidify and increase brand value on Amazon. They act as social proof, reassuring an Amazon seller about the quality and reliability of rated branded products. There are dedicated Amazon programs, such as Amazon Vine, that help generate high-quality customer reviews from trusted Amazon shoppers. Amazon's internal research has found that it allows brands to grow their initial product sales by up to 30%.
You can automatically request reviews using Amazon's messaging with FeedbackFive by eComEngine. Amazon Vine is limited to FBA offers with fewer than 30 ratings. It's great for getting initial reviews, but you'll still need to continue to get new reviews as Amazon evaluates both the recency and relevance of reviews for product ranking.
5. Target International Markets with Localized Branding
Effective global brand awareness building must consider each target market's unique needs and preferences. This is why localizing branding strategies is essential when aiming for Amazon global selling.
eCommerce localization goes beyond basic translation. It involves adapting brand content to align with local markets' cultural nuances. Localized keywords will resonate with local search habits and improve your search rankings. Tailored content will speak to a local audience directly, earning trust and boosting conversions.
Benefits of Enhancing Global Brand Recognition
Building and maintaining a solid brand identity lays the groundwork for differentiation, trust, and loyalty - key conversions and sustainable growth drivers.
Once you establish your brand's value, your Amazon business image will transition from being “just another seller” to becoming a trusted brand that customers actively seek out. This shift translates to increased sales, a loyal customer base, and, ultimately, global brand dominance.
Conquering the challenges of international expansion while maintaining consistent brand control on Amazon can seem challenging. However, partnering with a trusted branding service can simplify this process.
At Webinterpret, we acknowledge the pivotal role that brand recognition plays. Our platform allows brands to maintain their distinct identity across global markets, facilitating consistency and reinforcing brand awareness amongst a new international audience. If you want to start building your global brand recognition to increase buyer conversion, contact our experts.
Originally published on July 9, 2024, updated July 9, 2024
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.
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