Published On: April 20, 2023
Categories: eCommerce Support
2.8 min read

In today's fast-paced digital world, building a strong brand identity is more important than ever. With the rise of eCommerce, retailers have a unique opportunity to connect with customers through their online merchandising strategies. In this blog, we will explore how eCommerce merchandising can help you build a strong brand identity and drive sales.

What is Brand Identity?

Brand identity refers to the visual and verbal elements that communicate a company’s values, personality, and mission. This includes things like logos, colors, packaging, and messaging. A strong brand identity can help you stand out from the competition and build customer loyalty.

The Role of eCommerce Merchandising in Building Brand Identity

ECommerce merchandising plays a crucial role in building a strong brand identity. Through your online store, you have the opportunity to showcase your products in a way that communicates your brand values and personality. Here are some tips for using eCommerce merchandising to build a strong brand identity:

Use Consistent Branding

Building a strong brand identity requires maintaining consistency in branding. Use your brand’s colors, logos, and messaging consistently across all of your online channels. This includes your website, social media, and email marketing campaigns.

Focus on Product Curation

Product curation involves selecting and organizing products in a way that appeals to your target audience. Consider factors such as color, size, and style when creating product displays. Use visual merchandising techniques, such as mannequins and props, to showcase your products in an appealing way that reflects your brand’s personality.

Incorporate Brand Messaging

Incorporating your brand messaging into your eCommerce merchandising is another way to build a strong brand identity. Use language that reflects your brand’s values and mission in product descriptions and marketing copy. Consider creating a brand story page on your website to further communicate your brand’s story and values.

Use Visuals to Communicate Brand Personality

Visuals are a powerful way to communicate your brand’s personality. Use imagery and graphics that reflect your brand’s values and mission. For example, if your brand is focused on sustainability, use images of eco-friendly materials and products.

Offer Personalized Recommendations

Personalized recommendations can help increase sales by suggesting products that customers are likely to be interested in. Use customer data and browsing behavior to create personalized product recommendations. Make sure that these recommendations align with your brand’s personality and values.

Use Customer Reviews and Ratings

Customer reviews and ratings are powerful tools for building trust and establishing a strong brand identity. Displaying customer feedback on your website and social media channels can help build trust and encourage customers to make a purchase. Make it easy for customers to leave reviews by including a review section on your website and sending follow-up emails after a purchase.

Focus on User Experience

A seamless user experience is essential for building a strong brand identity. Make sure your website is user-friendly and intuitive to navigate. Use data analytics tools to identify any areas of your website that are causing friction for customers, and make adjustments as needed.


Building a strong brand identity is essential for retailers looking to stand out in a competitive market. By using eCommerce merchandising to showcase your brand’s values and personality, you can create a unique and memorable shopping experience for customers. Use consistent branding, product curation, brand messaging, visuals, personalized recommendations, customer reviews, and user experience to build a strong brand identity and drive sales.

Looking to build a strong brand identity in the world of eCommerce? Purple Cow‘s eCommerce merchandising service can help you create a cohesive and memorable brand image across all channels. From website design to product displays, our team of experts can help you stand out from the competition and drive sales.

About the Author: Faisal Haneef

In This Blog:


Stay up to date on all that is digital advertising, the latest trends in pay-per-click (ppc) management, and what’s happening in all of our digital endeavors.