Branding on Shopify: How To Get It Right

Branding on Shopify

Branding is a multi-faceted but not insurmountable task of business.

So if you’ve had second thoughts about a theme you bought or a piece of content you sourced out, do not fret. Awareness is the first step towards change smile

Branding on Shopify is a discovery process that uses the most static and dependable asset of your business’ identity. Read on to find out if you’re making the most of this asset in your Shopify store.

The qualities (and quality) of your brand attract and repel potential customers. Which customers run and which ones stick around will start to change as you develop your branding on Shopify. The effort you put upfront into adapting your business’ brand for different platforms is an investment that will return.

No one else can be an authority on your brand. Through marketing and branding, you become distinctly positioned as an expert over your niche. More importantly, any time you spend getting to know your current customers will show future ones just how much you know them. And how much you care.

So, let’s go beneath the surface of some of the elements of branding on Shopify to create an awesome customer experience!

The personality of your business

In social circles, it’s often the brightest personalities that attract the other bright and playful associates.

If your business attracts customers who value reason, intellect and order, you want your branding on Shopify to look like it.

Did you know, recent stats are showing 50-80% of online shopping carts never make it to the checkout screen? Clarity surrounding your business’ brand, the message of “who you say you are,” is critical to get right.

Potential customers first encounter your store and begin getting to know your business and products immediately. You want to make certain your message and personality are congruent across all their platforms and interactions.

A knight in branded armor

So, what is the best way to “court” potential customers? How can we design a heroic persona that attracts them? And how do we build more connections that grow into conversions?

In her book, Slaying Dragons, Richelle Goodrich illustrates my next point poetically:

“I am not what you see.
I am what time and effort and interaction slowly unveil.”

To win the hearts of our audience, we need to be caring, transparent and hungry for real connection. There’s no faking it to make it here. Customers are savvy, especially online. They see right through shams and scams — and they are always sharing their opinions and experiences in their own network. That’s why this element is so important! Your products and solutions must express themselves to your niche as personal remedies and thoughtful gifts. Your store needs to be a place where your customers feel valued and heard.

Internalize the underlying quirks and driving vision that distinguish your business as yours. Make sure you don’t skip this element as you work on branding your Shopify store. Combine your company’s unique qualities with all the valuable content, effective products and relevant solutions you’ve thoughtfully created. Look for exciting ways to paint your core messages in colors that resonate with your customer’s pain or passion!



Some say logos and business cards are the ultimate expression of your brand. Others recommend you spend several months of the branding process to brainstorm business values and mission statements.

Whatever your priorities may be, there is an abundance of science that compels us to acknowledge the psychological effects of color.

“In art therapy, color is often associated with a person’s emotions. Color may also influence a person’s mental or physical state. For example, studies have shown that some people looking at the color red resulted in an increased heart rate, which then led to additional adrenaline being pumped into the blood stream.”

Color theory

Color theory is a full topic beyond the scope of this article, yet a few basic guidelines may help prime the canvas:

  • Designing the landing pages of your Shopify store with a color strategy can have compounding effects on conversion rates.
  • Shades of red and orange are likely to stimulate customers, while blues and purples will have a relaxing effect.
  • Use the brighter shades to draw attention to critical areas of your store, such as “Add to Cart” buttons.
  • Use darker shades around captivating media or content to immerse your customers into the unique experience of your Shopify store.
  • My favorite tip of all: Don’t be afraid of choosing black!

“Without black, color has no depth.
But if you mix black [in], suddenly there’s shadow [and] fullness.
You have to be willing to mix black into your palette
if you want to create something real.”

A word from author and musician, Amy Grant,
about being bold and fearless with color.
Shopify’s blog offers guidelines
Worded a little more eloquently, Johann Wolfgang von Goethe (German poet and artist of the 19th century) plays with the relationship between black and the rest of the color wheel.

Want to paint your audience a picture?
Here are 4 tips to help challenge your color palette:

  1. The impact of color on the world is as broad as it is subtle. Wield this power with calculating confidence.
  2. Glean inspiration from natural color schemes, like peacocks and agates.
  3. Monochromatic themes are refreshing; you can use highlighting colors strategically for striking effects.
  4. Being adventurous and making an impression are important aspirations of branding, so don’t be afraid to color boldly.

Keep your most important assets consistent

Shopify’s blog offers guidelines to help you as you review or begin to design your store’s brand. I think the following tip creates a solid anchor point to return to if you are ever overwhelmed by the process:

“Creating a marketing message that is unmistakably, undeniably you requires consistency. Focusing on uniformity in your brand attributes and identity means everything customers see and hear from you evokes the same kind of feeling. That feeling is what sets your brand apart from your competitors. It’s what connects with customers and brings them back time and again.”

Your brand is essentially a reflection of your business’ inner values and thoughts. The way you express your brand will either woo or ward off your audience. If you’ve spent a lot of time developing your brand and attracting your ideal customer, you want to protect that investment; keep it secure, shareable, and accessible for revisions.

For this, you’ll want to create a style guide.

Shopify wisdom says, “The product you list this week should have a similar layout, language and attitude as the product you list next year. A style guide keeps you and your employees accountable to the overall branding vision of the site.”

Consistency in the little things, like your brand’s color palette and font choices, will go a long way towards building trust and familiarity with your customers as they explore your business’ personality. So document your changes and choices as you make them, and encourage all team members to refer to the style guide when creating or reviewing content for the brand or store.

Brand upkeep

Ideally, your business is already crystal clear regarding who your target market is. If you need to spend time on that, hopefully your website can wait for now.

The personality of your business must be weaved into everything you do (marketing, development, branding, etc.). The pattern you weave will be based entirely upon your customer: what kind of person they are, how they think, what they need, and what they like or want. So focus your branding efforts on conveying your business personality. Yet always show that your customer comes first.

If you’d like to review the branding of your Shopify store, here are a few thoughts to reflect on:

  • In which ways can you express your core value message to your ideal market? Get creative with your ideas and try to see your store through your customer’s eyes.
  • What kind of funnels and pathways does your site take your audience through? Are they complicated or straight forward? Using page analytics, you can find out if you’re losing a large percentage of conversions, and where they’re being lost.
  • Are you offering no-strings-attached value to your customers? This speaks volumes to your audience about your intentions.
  • Is the entirety of the site cohesive and calm? Make sure your business personality is flowing throughout every page and interaction.

As products launch and platforms change, we should strive to keep our brands relevant and fresh. This ought to remain in balance with the previous aspiration to be consistent.

So continue to test your imagery and language with your audience. Visit forums like the Shopify Partners Facebook group where you can ask other merchants for advice and feedback. Use tools like SEMRush to view the SEO strategy of your competition. You can use the data to decide if some of their products or topics might be suitable to adapt to your brand.

If you look at the branding process as telling a story, you can take carve out a beautifully illustrated adventure for today’s experience-driven consumer.

Take 15 minutes today to review the pillars of your company image and Shopify store and decide whether they’re reflecting the self-same brand.

Why Your Shopify Store Must Build an Email List From the Beginning

Email marketing has been around right from the very beginning of the web.

Long before anyone dreamed of PPC, social media, mobile apps or even virtual reality, there was email marketing. It has been the most enduring and also one of the most effective online marketing tools for a generation.

Email marketing still remains one of the best ways for store owners or online retailers to capture leads and generate sales almost effortlessly.

Email marketing still delivers the best online marketing ROI
Email marketing still delivers the best online marketing ROI

Given its potent value as a marketing tool, the email marketing channel is one that should be exploited right from the word go. As soon as your store website is up and running, there should be an opt-in email form that you can use to capture leads and build your mailing list. Every lead is a potential sale and letting these go untapped is literally throwing money down the drain. If you are opening a new Shopify store, an email capture page should be one of your top priorities.

A good email marketing strategy will yield stratospheric returns. In the US, email marketing delivers an ROI of 3800%, the highest of any marketing channel.

Why is Email Marketing Still Effective?

From an online marketing perspective, email marketing may seem quite archaic. However, the channel still offers some massive and distinct advantages that online businesses should exploit.

Email marketing is very direct. As long as you have a mailing list, virtually everyone in the list will receive the email or promotional blasts. Whether they will open it is another matter altogether but at least you can be sure of the delivery part. It is more direct than search engine results pages (SERPs), social media marketing or PPC marketing where the delivery is still a matter of chance.

email marketing on Shopify
Email marketing is very direct

Email is also an integral part of communications in the internet age and a part of our modern lifestyle. You may go for days or weeks without vising your social media profiles, opening an app or performing a Google search but most of us who use the internet will open their emails on a daily basis and even check their mails multiple times a day. As a content delivery platform, the email channel still has a higher degree of efficacy and usage that cannot be matched by any other marketing channels.

The third winning factor in an email is the customizability. An app, social media profile or PPC campaigns do not offer you the high degree of customization and personalization that you will get from an email campaign or e-newsletters. You can literally design your emails to your heart’s content with your message, products or brand expression. Professional email marketing will actually contribute towards growing your online business’ brand equity. A large and responsive email list is as valuable as a good and high-converting ecommerce website.

Then there is the cost factor and ease of implementation. It doesn’t cost a fortune or special technical skills to design a professional promotional email or e-newsletter.  There are also a variety of email marketing software and tools that come with thousands of templates and features to make your email marketing on Shopify a breeze. Some of the most popular email marketing tools include the following:

  • Constant Contact
  • Aweber
  • MailChimp
  • SendinBlue
  • GetResponse
  • Infusionsoft
  • Zoho Campaigns
  • Campaigner
  • Hubspot

Email Marketing is Cost Effective

One of the biggest draws of email marketing through time has been the very low barrier to entry. It can range from free to very low to slightly expensive depending on the features that you need.

Besides, the various email marketing tools have various level of service differentiation. They don’t offer the same package. Some will simply offer the email-based aspect of the service while others go on to provide an integrated marketing service in which the email marketing or mailing list is just a cog in the wheel of a much broader online marketing strategy. Some email marketing software, for example, include a  built-in landing page, page builders and social media marketing tools among others.

Costs will vary depending on the packages chosen but generally, email marketing will be your cheapest online marketing strategy.

It is however counterproductive to simply compare email marketing software or tools based solely on price. You are likely to miss on a lot of valuable features and functionalities if price is your overriding consideration. Rather, these comparisons should be based on a needs basis. Buy the right email marketing tool for the job rather than simply going for the cheapest offer available.

CRM and Automation Functionalities

Email marketing can be a powerful customer relations management (CRM) tool, particularly for small businesses. Email software come equipped with rich features including in-built CRM tools in some cases. There is also the marketing automation functionality that you can set and forget, allowing the email marketing tool to do the work for you as you focus on other aspects of your online business.

Email and CRM make for a powerful marketing combination
Email and CRM make for a powerful marketing combination

Email marketing delivers the best ROI when the email blasts are triggered at the right time and to the right leads. With the growing sophistication of email marketing tools, it is now possible to leverage “big data” that helps you automate this process. This data will be stored in the CRM system. Large corporations will generally install a separate CRM software and then integrate this with their email marketing tools. However, if you are running a small enterprise, it’s more prudent to shop for email marketing software tools that come with an integrated or in-built CRM system that can serve as your all-in-one sales and marketing platform. Some of the email platforms that offer integrated CRM solutions include Hubspot, ActiveCampaign and Ontraport.

Generate and Manage Your Subscribers

An email marketing service will be your lead generation as well as subscriber management tool. You can upload contacts to your email marketing software via a CSV or by using Microsoft Excel. There some email marketing tools that can integrate with third-party tools and enable marketers to import contacts from Gmail, other webmail services as well as from CRM tools such as Salesforce. You can also use your email marketing software to manage both subscribers and those that unsubscribe.

Then there is the lead generation role of email marketing software. The greatest thing about email marketing tools is that they are opt-in-based systems. The subscriber asks to join the mailing list. That means you can use them to collect the contact details of users who are already interested in your products.

There are various tools and Shopify modules that you can use to maximize your conversions. A perfect example is the premium GrooveJar conversion tool that helps you capture more subscribers through pop-ups and other tools. GrooveJar utilizes a pop-up tool known as GrooveUrgent which delivers a conversion rate of 10% and helps you build your mailing list a lot quicker. This is five times the average conversion rate for most pop conversions which is 2%! GrooveUrgent delivers those impressive conversions due to its embedded countdown timer which creates a sense of urgency in the mind of the visitor and prompts them to enter their details.

Playing on the fear of missing out (FOMO) is just one way to drive up the conversions. Another good strategy is by offering your web visitors goodies such as promos, coupons or discounted pricing for subscribing to your e-newsletter or leaving behind their contact details. Couponing is generally a powerful lead magnet and will also drive impulse buying.

Email marketing can therefore be used to generate hot leads that you can convert and re-convert for years to come to ramp up your sales.

The Email List as the Anchor for your E-Newsletter

The primary reason for building an email list is to leverage it for email marketing purposes. Email marketing tools have lots of features that make email marketing a breeze. These including tools and features such as pre-designed email templates, autoresponders, visual email campaign builders, e-newsletter, email list segmentation, drag and drop user interfaces for e-newsletters and email templates, image libraries and much more.

Email marketing software will offer some superb features to make your email testing success. These include:-

  • A/B testing: Most email marketing software tools will enable you to split-test various aspects of your draft email content such as the subject lines, content and send times before you send it out to end users so that you can see what works. It’s even possible to split-test an entire automation sequence to determine where you are likely to get the best conversions.

Email Data Analytics and Reporting

Having an email list that you can leverage for email campaigns can provide you with great insights and analytics on the responses and behaviors of your subscribers. The data can help you tweak your email campaigns for optimal results and also give you some insights on whether your email campaign is generating a positive ROI. You can get invaluable insights such as the open rates, click rates and time spent viewing the email among others.

Email data analytics
Email data analytics

Email lists drive revenue

In ecommerce marketing, conversion drives revenue. Email marketing is one of the most potent tools that you can use to take advantage of impulse buying by your customers. Customers in your mailing list can go from seeing a good offer to buying an item with just two clicks of the button. Email marketing also creates the hype factor with tempting calls to action (CTA) as well links that take subscribers directly to the product page. Email blasts are some of the most effective channels for selling special offers, promotions, discounted pricing and other advantageous pricing offers. There is a psychology behind successful email marketing and it works like magic in driving online retail sales.

Excellent Deliverability

Emails provide a direct marketing channel with excellent deliverability. A large percentage of emails sent to your mailing list will reach the intended target. Email marketing services generally perform various functions to provide marketers with optimal deliverability rates. These include the following:-

  • Getting rid of problematic clients
  • Monitoring the blacklists
  • Flagging recipients for review if there are too many bounced emails or complaints.
  • Managing the reputation of the IP addresses

Without a dedicated email marketing strategy and campaigns, your mailing list is just that: a mailing list. You have to leverage it through professional email marketing to build your brand equity, generate leads and drive your sales. Email marketing allows you to choose your own audience-they choose to opt in based on your targeted email message or CTAs. It costs you nothing to reach them and they are often high prospect leads who are already interested in your brand or products. This makes for a valuable sales and marketing pipeline that should be an integral part of building your Shopify store.

Add Trust Badges to Your Shopify Store [2019 Edition]

shopping online more and more

It’s 2019 and consumers are shopping online more and more. Cybersecurity is an ever-growing concern for Shopify shoppers. For online stores, this means building trust amongst potential customers so that they spend their money before experiencing your products. This is where trust badges and seals can help.

In this post, we will go over why trust badges are important, the different types of badges, and how you can include badges on your Shopify store. Read More…

Guide to Developing a Shopify SEO strategy with Keywords

SEO strategy with Keywords

If you run an online store, you want to attract as many visitors as possible. The more people that visit your Shopify store, the higher the chance of making sales and ultimately, generating profits. Once you?ve set up a Shopify store, you need to focus your attention and energy on spreading the word and attracting customers. Learning about, and improving, your store?s SEO (search engine optimization) is a great way to do this. If you have a Shopify store and you?re keen to improve your SEO strategy and evaluate how effectively your current plan is working, this guide on keyword planning will provide useful information to take your store to the next level.
Read More…

3 Tips to Improve Your Shopify Store SEO

SEO strategy with Keywords

There are a number of things that influence your site’s search engine optimization (SEO). Even though one of the key factors is relevant content, there are a number of other things you can do to improve your Shopify store SEO. SEO is an ongoing process so you should revisit the checklist periodically and keep it in mind when creating new content on your store.

In this post, we’ll take a look at 3 ways you can improve your store’s search optimization – by making navigation easier, using the right amount of keywords, and speeding up your site. Read More…

How to Get the Most Out of Shopify

Commerce entrepreneur

This is a guest post from Patrick Foster, an eCommerce entrepreneur, coach, and writer. He currently writes on where he shares engaging eCommerce content for entrepreneurs, bloggers and business owners.

So you have decided to take the plunge and start your own eCommerce journey? Good.

Got your products sorted? Been through market validation? Now, the next logical step is to build up a solid online brand that will help launch your products to the world. Here are some top tips on how to get the most out of your entrepreneurial journey with Shopify. Read More…

Sell Time Bookings and Appointments Using Shopify

time bookings featured image

In this post, we take a look at how you can sell time bookings and appointments through Shopify. This means that customers can pick a time and/or date in a calendar, and pay via Shopify’s checkout to complete their registration for the appointment. Shopify has a number of apps that can help enable calendar bookings or date pickers so that registrations can be completed on your store, rather than using or going to a third-party calendar provider. Read More…

Create and Sell Online Courses via Shopify

growing in popularity

Online learning has been growing in popularity over the last few years. The barriers to set up online courses have been reducing where it is no longer large organizations or institutions who are able to create these courses.

Online learning allows providers to share their knowledge at a low cost, and allows learners access to this low-cost learning from anywhere and at any time. In this post, we’ll take a look at a couple of ways you can use Shopify to sell online courses. Read More…