4 Ecommerce Branding Strategies Every Entrepreneur Must Know

While ecommerce becomes more and more competitive, entrepreneurs are in need of understanding the best brand strategies that are used by the top brands in the world to compete in this ever changing and ever competitive world of ecommerce.

In this article we will explore what the most common brand strategies are and why they are used by the big brands. 

First, most entrepreneurs don’t understand what branding is. They think it is a logo or some color palette applied to your website, business cards, etc. But in order to understand these brand strategies you must first understand fully what a brand or branding actually is, which is much more than just a logo.

Marty Neumeier Quote

Understanding thisis far more important than understanding how to market your products. Because marketing cannot exist without the first having branding. Both coexist in a delicate yet expandable circle of life, but branding is the first step. 

As an example when flying, the airplane will be marketing, but knowing you will land safely is branding. If you had distrust on whether or not you will make it safely, then you wouldn’t get in the airplane. And thus no one will buy tickets and so the company cannot exist. 

Another example of branding is how people choose to consume a drink that has 44 g of sugar per can and tons of chemicals to create an artificial flavor and zero health benefits yet it is consumed everywhere all year long with a brand valued at $83 Billion. I am talking about Coca-Cola. Well, this is because Coca Cola is happiness and creates a satisfaction to being thirsty. 

Coca Cola is nothing other than what people say it is. 

This is how things as simple as a drink can become a Fortune 500 company. 

So now, you got a brand and are now trying to figure out ways to expand your reach, to understand powerful brand strategies that can help you in your journey to becoming more successful. Well look no further, here are 4 main strategies that will make your brand’s reach go much further. 

Multi-Product  / Line Extension  

As the name states, this is when a company has multiple products that are covered under the umbrella of this same brand. 

Brand line extension or product line extension is beneficial especially when products are related to one another. 

Let’s look at a good example of a well-known mainstream cleaning brand such as Clorox. 

Colors Bottle

They have a huge variety of products within this brand. But all products have one purpose in common: cleaning and disinfecting. 

Clorox Products

When brands have a common product line theme they are likely to gain recognition. They niche down to one specific purpose, their brand strategy is clear, their message is simple and they are easy to gain recognition.

The benefits of brand product line extension is on brand equity return, lower promotion costs and growing brand awareness. 

Brand Extension 

The brand extension strategy also known as brand stretching is a marketing strategy in which a known brand enters a whole new market using the same brand. Brands use this strategy to increase and leverage brand equity (defined as the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself.)

Product line extension adds equity in a product line’s depth whereas brand extension adds equity in a brand’s reach. 

Brand Strategy

An example of a Brand Extension will be Canon. A well known company that makes cameras. But they created a Brand Extension to printers. 

canon printer and camera

When this is done incorrectly it can stretch a brand very thin. An example of this is Sony.  


It used to be that Sony was known for one thing: a good brand for TVs and certain electronics. But now Sony uses its brand on most of its products: from electronics, to music, video games consoles, financial services, professional solutions, movies, music, etc. So if I were to ask you today, think of Sony and tell me what comes to mind. If you are a millennial, perhaps TVs and some electronics, but if you are a Gen Z or Gen Alpha perhaps you can’t really pin point one thing or perhaps each will have a different idea. 

Sorry Sony, you need to rethink your brand strategy.


Multi-branding is a marketing strategy which is used for different purposes. One is to launch multiple brands which target the same market competing with each other. 

Example of this is Crest and Oral-B belong to the same parent company: P&G. By having 2 different brands owned by the same company competing in the same market they limit the possibility of any further competitors. 

VW brands

Another reason for multi-branding will be in the car industry where each car carries their own brand names. For example Volkswagen owns not only their line of cars but also Audi, Ferrari, Bugatti, etc. All cars do the same (they will drive you from point A to point B). Some will do it faster and in a more luxury ecosystem.  Each Volkswagen sub-brand targets a different type of public: those who like sports, those who like luxury, those who like sedans or SUVs, etc. In this way, Volkswagen is literally targeting every possible subdivision within the car market. 


New Brand 

What happens when a brand that has created a wide variety of products and even brand extensions but wants to extend their reach to other markets? They create a new brand which is then controlled by a Parent Company. This is by far the most costly brand strategy since this means high costs on advertising and marketing to get the brand off the ground.  

For example, everyone or mostly everyone loves ranch dressing. And the favorite ranch dressing is from Hidden Valley who created this recipe in the 1950s. 

Hidden Valley Ranch

They have a wide variety of products which all have something in common: ranch dressing and some variation of the same flavor.

ranch dressings

But did you know that Clorox and Hidden Valley ranch dressing are cousins? They both are controlled by the same parent company: The Clorox Company. 

The Clorox Company has actually many brands: Burt’s Bees, Natural Vitality, Hidden Valley, Pine Sol, etc.

Again, how can you market ranch dressing, potent disinfectants and a baby/beauty product line in the same company? 

Having new brands is a common approach for large companies or for growing companies who want to enter into different markets.

However, large corporations nowadays, instead of starting something new, just acquire other brands and add them as part of their line. For example Amazon purchased Whole Foods in 2017. Disney acquiring Pixar in 2006, Marvel Entertainment in 2009 and Lucasfilm in 2012.

Thanks for reading this article. Please share with anyone that is looking to create a real brand that can stand on its own.

Principium Studio is a branding agency with over 5 years of experience in the ecommerce world. We have launched hundreds of brands successfully (including 7+8-figure sellers) and we love to take on new challenges!


3 Common Logo Mistakes That Harm Brand Loyalty

As an Amazon Seller, whether you are just starting out or you have been around for a long time, one of the biggest fears is how to make your brand stand out amongst all of the other competitors. It seems that the numbers of sellers increases on a daily basis and it is vital to know what you can do to stand out. In this article, we will discuss the 3 most common logo mistakes that Amazon Sellers make when starting out that make your brand appear unprofessional and will harm the loyalty of your customers.

Mistake #1: Not being relevant to your target audience 

Under this falls enough information and research in order to know who you are targeting with your products so you know what will resonate with them. This is ensuring the style fits the industry.

This could be child-like for a children’s brand


Elegant for a real estate brand


Or sleek for a tech brand.

If you create something for the wrong target audience, you will be hindering your company’s growth and doing yourself a disservice. You wouldn’t want to have a medical logo when you are trying to sell kitchen products. And you wouldn’t want a sporty-looking logo for a baby brand. Your potential will get confused as to if they chose the right brand. Even when they see it on the packaging they already purchased. Every bit of your contact with your buyers is important to stay consistent to the messaging you want to create. It is often the subtle things that truly create brand loyalty.

Some key points to think with in your logo design:

What is the message of your company? 

Who are the main competitors you would like to be positioned against?

Always do research to look at who the top companies are in your industry. Look on Pinterest for inspiration, and understand the type of imagery and styles your target audience likes and create a huge reference folder for the project so that you can truly know your brand is on message to who and what you are trying to communicate to and with.

Mistake #2: Not being recognizable at a small scale 

You must ask yourself before deciding on a logo “Can I scale it really small and still see it?” You want to go for making it be readable and simple enough that no matter where it will be placed, it can be seen and printed. Often companies want to print their logos on pens, business cards and have it as the favicon on their website. It is important that when you do get a website, you don’t have just a generic favicon at the top. It makes a huge difference in the professionalism of your business to have a recognizable logo representation of your brand.

Also now with social media, having a clear logo on your avatar or profile picture is really important. It shouldn’t be some complicated illustration, but should be something you can easily see within a 1” square.

When you see a social media profile on Instagram or Facebook, if you can’t clearly see what it is, or recognize the brand, it could deter customers away from following or interacting. There are constant noises out there in the Internet world and every little bit you can do to stand out will help you to grow your business.

Mistake #3: Being too complex that you can’t turn it black and white

The last, but not least is that you must be able to turn it completely black and white and still distinguish it. This is the ultimate test of complexity. If it has too much complexity and indistinguishable shapes, you won’t be able to still read it when it is turned black and white.

In order to create a brand that looks professional and will stand the test of time, you must, must, must do proper research into your target audience to ensure  you logo will get their attention, you must ensure that it can be recognized on a small scale and you must ensure it can still be read when turned black and white.

If you would like help creating a professional logo that attracts your ideal client, stands out and creates brand loyalty, feel free to contact us so we can help you out! We help you with proper research, ensuring your colors are right for your messaging, and ensuring they will appeal to your ideal customer.


How to Increase Amazon Listing Conversions.

All too often I see Amazon listings that could be improved by just a few adjustments. When we have implemented these improvements in our clients’ listings, they’ve reported an increase of up to 50% in conversions, so we know this works well. By the end of this article, you will know the key points to help your Amazon listings have a higher conversion rate:

1) Have a high quality white background image. 

Don’t use grey backgrounds or iPhone photos. 3D renderings can work sometimes for bottles and supplements as long as they look true to the product. I recently had a client’s 10 listings get suppressed when they had grey background images. You don’t want to be in that situation!

2) Create your Infographics for mobile. 

Often I see Infographics where the type is so small that you could only view these with a microscopic lens. Amazon has 150.6 million mobile users purchasing through their app last year, so you need to take these into account. Have large type that can be read without straining the eye. Test it on your phone before uploading to ensure it is not too small.

3) Don’t overcrowd your Infographics. 

We have found the best way to show information is 1 main communication per image. You should not have multiple messages crammed into one image. If you have a series of lifestyle images, spread out your Infographics and messages across them. Use very clear imagery that can be easily distinguishable. Your purpose is not to cram as much as you can in there. Your purpose is to connect with your ideal customer and show him how your product can solve his problem or improve his life. He will never get any communication if you jam it all together.

4) Use key pain points of your customers. 

As I mentioned before, your product is the solution to some problem in the life of your customers. The Amazon reviews are a gold mine of information to help you learn what these pain points are. Scour through competitors’ and your own product’s bad reviews paying attention to what they don’t like and then the good reviews paying attention to what they do like. See how you can take these keywords and sprinkle them through your Infographics.

5) Stay true to your brand identity.

When you have a bunch of different fonts, colors and images, it can turn into a fruit salad that disperses the consumers and doesn’t help them associate your brand with any specific color, mood or imagery. With every outward appearance, your brand needs to have consistency and be unified to resonate with your ideal customer.

In summary, you need to have a clean main image, mobile-friendly images, clear and concise Infographics that speak to the problem your ideal customer wants to solve and all needs to be unified to your brand identity.

If you are looking to achieve this, we can help you out! contact us today for a listing review.