B2B ecommerce sites of old were notorious for having a generic look and feel that often did not reflect an organization’s corporate branding or culture. How about your current B2B ecommerce site? Does it pass the branding test? Use the following questions to determine what might need sprucing up to maximize the effectiveness of your B2B ecommerce website.
- What is your corporate brand? Defining logo standards, color requirements and how images and fonts will be used goes a long way toward gaining a consistent brand presence. Define your standards and then ensure that your site meets them.
- Does your online brand match your offline brand? If you sell your product via channels other than ecommere (and I’m guessing that you do), making sure that your online branding matches your bricks-and-mortar branding is essential. Consistent branding across all channels improves your brand recognition and ensures that your customers recognize you, no matter which channel they choose to buy from.
- What is your key differentiator? Let’s face it–no successful organization wants to fade into the background with their competition. Does your B2B ecommerce site tell a clear story of who you are, what you do and why you are different from the competition? If not, you run the risk of being forgettable–and you don’t want that.
- Does your site look like a competitor? Just like you need to know what differentiates your business from the competition, you also need to look different than the competition. Make sure your site is clearly distinguishable from the other players in your space.
Branding is a key component of having an effective B2B ecommerce presence. Having a clear and consistent brand will help identify you to your customers and separate you from your competition. Make sure your branding is representing you in the way that you want it to.
To learn more about how to maximize the success of your B2B ecommerce site, download the white paper, B2B Ecommerce Success – Seven Questions to Consider When Beginning an Ecommerce Intitiative.