For as long as I can remember, I’ve been a serious shopper and avid style seeker. As a small girl I carried purses with matching sunglasses. In middle school, I was the first girl in my friend group to wear textured hose. In high school, I dutifully followed every wardrobe tip outlined in The Preppy Handbook.
Over the years, my love of shopping has continued to grow, but the way I shop has dramatically changed.
Because I live in a small Southern city, access to significant shopping means one of two things—a road trip to Charlotte or Charleston, or online shopping. Over the past three years, online shopping has become my preferred method for purchasing everything from dresses and handbags to jewelry and home décor. Thanks to J. Crew, Amazon Prime, and Instagram, I estimate 95% of my purchases take place on my laptop or phone.
As a result, I’m becoming quite an aficionado. At the same time, I’m in the business of brand development and marketing, so I’m always looking for ways to help my clients improve and refresh their own brands, especially when it comes to digital spaces.
It is one thing to be drawn in by a great photo of a pair of shoes or earrings via an Instagram post, but if the experience isn’t equally attractive once you click the shop now button or navigate the retailer’s website, the brand can quickly lose its appeal.
If I pursue an item of interest via Instagram and the website doesn’t have the same polish or it takes too long to load, I’m led to believe the retailer is an unsteady startup or a company that doesn’t understand the value of a comprehensive brand; therefore, I almost never end up making a purchase.
Too often, retailers create beautiful spaces for people to experience in person but they don’t put the same energy and attention to detail into their online spaces. Why? Either way, a potential customer is entering your store. Either way, a potential customer is experiencing your brand. It’s up to you to make a positive impression and connection. If your brand doesn’t encompass every aspect of your business, including signage, packaging, customer service and ease of transaction, you’re likely to lose more sales than you gain and receive some negative reviews in the process.
Advice from a creative strategist and savvy online shopper?
Don’t take your digital brand lightly. A comprehensive brand identity defines your reputation and presents your story to the world. If you want your brand to be respected and sought after, don’t put all your energy into Instagram and ignore your website. It’s like giving someone an empty candy jar!
Keep three things in mind when it comes to developing or refreshing your digital brand:
- Establish standards of brand excellence across your full digital footprint, including Instagram, Facebook, Twitter, YouTube, and your website. This includes colors, font usage, logo placement, and more. A strong brand presence is vital to keeping brand loyalty and fostering brand trust.
- Make seamless integration a priority. When it comes to your social media channels and website, quick and streamlined connectivity reinforces brand excellence.
- Fresh Content = Fresh Connections. Keep things interesting so new followers find you and existing followers come back for more.
Let’s get creative!
Kim