Building a brand is not just about adding your logo to a product. A brand is every interaction a customer has with your company from the product to customer service emails.
In this article, we guide you through creating your brand for Amazon FBA or improving an existing brand.
Selecting A Brand Name
A great brand name needs to be easy to read, memorable & easy to spell. It’s how customers identify your product vs the competition. If customers have a good experience with the product it will create a positive brand image. It’s also a way for them to communicate to friends about your product too.
It’s not easy to create a great name. Some people like to use names that describe the product – but later if you expand to new items this might not work. That is why a generic name is better. If you call your pet bed “Pet Bed Pros” brand – if you later expand to Pet Toys – the brand might look off.
There are dozens of name generator services on google. Name mesh is a great one for getting domain ideas. Use a service like namecheck.com when you’re choosing a name to make sure you can also get the social media accounts for the same name.
Buy the Domain
Even if you are selling on Amazon – customers will check out your website to see if you are legitimate. Once you’ve chosen your brand name make sure you buy the domain too. A .com is the best type of domain. Later you can use it to build out an e-commerce shop. Often, the domain will already be taken – so get creative to find a similar name such as MyBrandLLC.com or MyBrandProducts.com.
Get A Great Logo
There are hundreds of design services out there to help you create your logo. From free services to $10,000 or more – there are designers for every budget.
Use Upwork.com or 99 designs to design a simple logo to go with your new brand name. Go for a simple, clean and easily recognizable logo. Most likely your logo will be quite small when it is printed on the product so make sure it is still easy to read even when scaled down in size.
Register Your Trademark
To protect your brand & also to get a lot of benefits when selling on Amazon – you definitely want to trademark your brand. Most people register their brand name on USPTO.gov. But, it is better to use Amazon’s legal services – IP Accelerator – as this will result in you getting Brand Registry in just 4 weeks instead of 12 months.
You will need to prove that you are already using the logo, so Photoshop your logo on to your planned product, and use a template to create an e-commerce store on your new domain. Add the product photo, details and description, and then submit this as evidence that you are already using the trademark. A trademark will also help you protect your listing with Amazon.
Register with Amazon?
If you use the Amazon IP accelerator program – you save a lot of time and your brand will automatically be added to the brand registry by the legal provider. This has many additional benefits including the ability to protect your product & business from hijackers. On Amazon, having brand registry will give you access to more ad types and A+ content or Enhanced Brand Content – which lets you add more images, text and details about your product, mainly in the description area. This can really increase your conversions – with the same traffic you can increase your sales by 10% to 30% or more.
Protect Your Listing
Having a brand registered with Amazon helps you prevent hijackers and hangers on your listing. Sometimes other sellers on Amazon see that you’re selling well and they copy your product, selling fakes via your listing. If you register the brand already you can ask Amazon to remove these fake sellers.
As the brand owner you get to decide who is allowed to sell your product.
It also adds more value to your business over time – as your are not selling a generic product but building brand value.
Add It to your Product
See, just adding your logo to your product is not branding. And there is a lot of work to get a brand up and running, but once the e-commerce site is up and it’s trademarked and registered on Amazon, you can add it to your product directly, on an insert card or on your packaging.
Having a logo on your products increases the perceived value of an item substantially. The difference between the $1000 T-shirt from Gucci and a $7 T-shirt from Walmart is just the brand – the materials are mostly the same.
How can you add your logo? You can just add it to an insert card or onto the packaging. This way customers know the product came from you – even though the product is not branded itself. Or you can add it directly to the product – via a laser etch, silk screen printing or a dozen other ways to add the logo to the product itself.