Visual Branding in the Age of Amazon - Flipbook - Page 39
10. Your online retail brand must
REFLECT YOUR CONSUMER
EXPERIENCE
NORTH FACE IS A GREAT EXAMPLE OF A BRAND THAT PROMOTES
THE HIGH LEVEL BENEFIT OF DISCOVERY. IT’S A UMBRELLA
POSITIONING THAT ALLOWS EVERY ARTICLE OF CLOTHING IT SELLS
TO FIT COMFORTABLY WITHIN IT’S BRAND VALUES.
Your online retail visuals should bring to life a higher order of benefit.
Brands are emotions. A huge world of rich visual experience is available to
reflect that brand experience. More bandwidth, power & storage awaits
online retail branding. Retailers are poised to move to a generation II
visual infrastructure. Your online brand experience has the opportunity to
far exceed your consumer’s in-store experience. You must fearlessly
understand your consumer experience in distinct phases. First, how they
experience it at the point of purchase. Second, when the consumer initially
uses your brand. And third, when they make the decision to use it again,
or not. Successful brands must have positive consumer experiences at all
three phases.
