Creating a Brand for Amazon UK Brand Registry and other Ecom Marketplaces including Etsy and Shopify
Amazon seems to be pushing sellers towards Brand Registry and is offering an exclusive set of brand benefit tools to sellers who are brand owners. The opportunities are huge and you no longer need millions to build a million-dollar brand.
I recently went through the adventure of creating a new brand for Amazon UK Brand Registry, and helping a client come up with ideas for theirs. Branding can be an exciting and challenging process, but with the right tools and mindset, it can be a rewarding experience.
Firstly, let's talk about choosing a niche. If you already have an idea for a business, that's fantastic! But if not, no worries. You can use software like Helium 10 to search for keywords and products that are popular and have high search volume but low competition. This will help you identify market gaps that you can fill with your brand. For example, if you notice that there is high demand for eco-friendly cutlery but few businesses selling them or they don't have very good reviews or images or listings in general, you could create a brand that focuses on that niche.
Alternatively, you can choose something that you already have an interest or knowledge in. It's easier to sell and brand products that you love or use yourself, rather than trying to sell something you have no idea about. For instance, if you are passionate about fitness and nutrition, you can create a brand that offers supplements, workout gear, and meal plans that align with your values. (For me a fitness brand would be like learning a new language)
However, if you're the highly motivated type who doesn't procrastinate, then don't shy away from those "boring" niches. They can actually be real money makers, as there may be fewer competitors in those niches. Just remember the old saying: "The riches are in the niches" - although it doesn't sound as good in a British accent!
Once you have an idea of what you're going to sell, you'll need to come up with a name for your brand. Your brand name should be memorable, unique, and easy to spell. If you're going to sell a variety of products, make sure your brand name reflects this. There's no point in calling yourself "Sams Scissor Shop" if you're planning on selling more than just scissors. Here's a great website I found to help you choose a brand name: Namelix.com. Just enter some information about your business and the type of name you want, and it will generate ideas for you. It even provides logo, colour, and style ideas too!
Before you settle on a name, make sure to check social media and the trademark government business registration website to ensure nobody else has the same or similar name. If someone has already trademarked the same name, move on and choose another. Not only will you not be allowed to use the same name, but if that person has a bad reputation, you don't want people to confuse them with your brand. If something is coming up as similar but not the same, then it might be okay if you are in completely different classes, although there is a chance that the similar name could put a case up to say it is too similar and try and get your trademark revoked.
Here's an important tip: before you apply to get your trademark, check if the domain is available and purchase it. Some people buy up domains for new trademarks and then sell them for inflated prices. You can usually get a domain for about £6 a year from Namecheap.com.
Now onto my favourite part: of branding! The design process! The colour palette and fonts you choose will largely be decided by who you're selling to and what you're selling. If your customers are young children, your branding might be bright and colourful, whereas if you're selling luxury spa treatments, your colours may be muted and neutral.
Think about your brand's visual identity. Do you want your customers to see your brand as cute and cuddly, or warm and inviting? Pinterest is a great place to start. Type in a keyword or product, or even your target customer. Also, check out what other brands in your niche are doing and try and work out why, Remember some of these huge brands have paid millions for this research so why not use their knowledge and understanding.
I recently used a website called Coolors to choose some brand colours. It allows you to put in one or several colours, and it will then give you a selection of colours that complement and match your chosen palette. You can lock in colours and carry on the process, or start from scratch and it will give you tons of ideas. I apologise if you lose a few hours playing with this……..They also have a font finder which is really helpful.
To choose my recent brand fonts (I chose 3) I found writing the brand name in Canva and then going through changing the fonts a helpful way to choose which styles I wanted in my brand. You can put in keywords like "fun" or "block" and get a whole list to choose from and make sure they look good together and will be memorable to your brand.
Next, you'll want to create a logo for your brand. This is important because it will be the face of your brand and the first thing people will associate with it. You can either create your logo yourself using software like Canva or hire a professional designer. If you're creating it yourself, make sure it's simple, easy to read, and memorable. You can use websites like Fiverr or Upwork to find freelance designers who can create a logo for you at a reasonable price.
Once you have your brand name, colours, fonts, and logo, you're ready to start creating your brand identity. This includes designing your website (Amazon Storefront), social media profiles, business cards, product packaging, and any other branding materials you'll need. Consistency is key when it comes to branding, so make sure everything looks and feels the same across all platforms.
If you’re creating a website (or Shopify store), make sure it's user-friendly and easy to navigate. Your website is your online storefront, so it's important to make a good impression. Use high-quality images and provide detailed descriptions of your products or services. Make it easy for customers to find what they're looking for and super easy to make a purchase.
Social media is a powerful tool for building brand awareness and engaging with your customers. Choose the platforms that are most relevant to your target audience and post regularly. Use your brand's colours, fonts, and logo in your posts to maintain consistency.
Don't forget about offline marketing too. Business cards, Thank you postcards, flyers, and brochures are still effective ways to promote your brand. Attend trade shows and networking events to get your name out there and meet potential customers. You can create all of these on Canva quite easily, there are lots of templates and ideas.
Finally, remember that building a brand takes time and effort. It's not something that can be done overnight. Be patient and persistent, and don't be afraid to make changes if something isn't working. Listen to your customers and take their feedback into account. With hard work and dedication, you can create a brand that resonates with people and stands the test of time.