Merchants Branding means consistency
I met with Helen Porter yesterday to have a bit of a catch up about the programs we work on. We are both pretty delighted with our progress on EBTM.com and we can see elements of how ASOS.com used to be before the day it sky rocketed, as people keep on comparing the two. I do see similarities and Im pretty excited for them. We were disccusing continuity and how we can keep the branding consistant with the website when using the affiliate channel, we will reccomend that we work with just one of their design agencies for affiliate banners.Helen Porter has worked with the big blue chip brands like Marks and spencer and knows everything there is to know about the importance of branding. As I sit here and look across the various affiliate programs out there. It’s clear that some merchants are not being consistent with their brand or brand building initiatives. Branding is a crucial part of any online business. What is happening offline should be replicated online and vice versa. It’s essentially, about building recognition and trust for the consumers.
There are some merchants that are getting a bit confused and is evident that the real issues may not always be about website conversions, but are sending out mixed messages about who they are, what they do and how they look. Building a brand means consistency across all the marketing channels example, emails, website, magazines, a clear message that they know who and what they are.
Often is the case, I open up a glossy magazine and see a great inspiring peace of PR with a merchant’s logo and killer offers, detailed product shots with an enticing discount voucher. I follow it through and I arrive on a website that bears little or no resemblance to what I had just been reading, am I on the right website? The products that have been advertised in the glossy’s are nowhere to be found, simply because the merchant did not do any kind of stock level checks prior to the PR going out. Offline advertising lifts and reinforces the brand and there can be no compromise or mistakes. Magazine advertising is not cheap. Same can be said for banners.
Tip: Keep it simple and follow the branding rules, image/logo/website/email/affiliate/offline needs consistency. Unless you know who you are, how can you expect your potential customers to know. Be clear!
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Many thanks for sharing opinion, it is most helpful for a new online person.
Anita Li