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How to make packaging part of your brand experience

December 14, 2015 - 2 Comments

How far does your brand experience go? Does it end at your website, or does it continue further, all the way out into your customers’ hands?

We’ve written in the past about how important it is to extend your branding into every touchpoint that customers have with you, like email receipts and copywriting. These small elements, often overlooked, convey important messages — they say that you are you, and no one else.

If you sell and ship physical goods, your packaging is another one of these crucial, yet typically overlooked, touchpoints with your brand. Could you be overlooking the possibility of using it to connect with your customers?

Today, we’re going to take a look at how you can make your products’ outer “shells,” from your shipping box to the one it’s stored in, part of the overall experience with your brand. We’ll explain why this matters, offer some ideas you can use, and tie in packaging with the other brand touchpoints we’ve already talked about.

Let’s get to work.

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How to Build a Brand Image That Pulls Customers to Your Online Store

January 2, 2015 - 3 Comments

I’m going to name a few design elements. Tell me what companies come to mind.

  • A red and white color scheme.
  • A smiley face.
  • Two black circles overlapping a larger black circle.
  • Product names beginning with the letter “i.”

I’m willing to bet that you can figure out at least two well-known brands from those elements alone.

It’s no coincidence that the biggest, most influential companies often have the most iconic brands. That’s the reason why branding is universally considered one of the most important parts of running a business, and why people who can create iconic brands are often the biggest influencers in the business world.

Your brand is comprised of a story and an image, so before we get into the “image” part, we really recommend this post we’ve previously done on how to write the story. Your brand image is directly tied to your brand story, in fact, you could say it’s a visual complement to it, and it’s very important that you have one worked out if you’re going to work on the other.

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How to Create a Compelling Brand Story for Your Online Store

October 13, 2014 - Leave a comment

Your brand story is what separates you from everyone else.  It’s the reason why anyone should care you exist. But what is it, exactly? The simple answer is “your business itself.” Everything you do is part of it. Everything you are is part of it. Why you started, what you do every day, how you treat your employees (that one’s far more important to the story than many entrepreneurs realize), how you interact with customers, the content of your ads, the design scheme you choose to represent it—everything. It’s not just a linear narrative of how you founded your business and how it grew to its current incarnation.

brand-story-featured

Your challenge, however, is to figure out how to wrap all that up into a few paragraphs your customers can read and understand. Of course, this isn’t totally possible, but being interesting should take place over being comprehensive, so you don’t even need to put everything in there anyway.

Okay, enough intro. Let’s begin.

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