Brand image is the perception consumers have of a particular brand. Just how important is a successful brand image to a company involved in e-commerce? Well, ask yourself, “What’s really in a name?”

A rose by any other name, would smell just as sweet. And while this may be obvious to the olfactory senses, consider this: Close your eyes and mentally picture a beautiful fragrant long-stemmed rose. Now, across that mental picture stamp the word “daisy” in bold letters. True, both are flowers; but this new mental image doesn’t seem very believable now, does it?

Successful Branding Creates Unforgettable Mental Images

The human brain tends to mentally reject new names for well-recognized images once a mental picture and name have successfully “branded” together into our memories. That is why some common products are recognized synonymously by their brand name. More often than not, most people refer to a box of facial tissues as “Kleenex” because that name is “branded” into our minds synonymously with an image of facial tissues.

Another example: Scotch tape. Most Americans usually refer to a roll of clear transparent tape as a roll of “Scotch tape.” The familiar brand has successfully produced such a powerful image in consumers’ minds; they synonymously picture it with an image of clear transparent tape. That’s the power of image branding.

Strong Memorable Brands Generate Customer Trust

When starting an e-commerce business, there is a lot to consider, but one of the first things should be the brand name. Branding is important to any business’s success, but it is even more important to an on-line business. A known and trusted brand helps build and reinforce a positive mental image in customers’ minds. This can be crucial in the e-commerce environment where privacy and security are added customer concerns.

Three Branding Options for Internet Businesses

Three options for branding an internet business are using an existing brand name, creating a new one, or co-branding with another business. There are advantages and disadvantages to each option so careful consideration should be given before deciding on a brand. The reputation of an internet business will ride on its brand image and the perception it creates in customers’ minds.

Option #1–Use an Existing Brand Name

This may be a good option when it is a well-known brand that already has a solid reputation. New e-commerce business owners should be sure to evaluate the one major disadvantage to using an existing brand. There is always a risk of jeopardizing a good brand’s name and reputation if an on-line business venture fails. Internet business owners will need to determine if this is a risk worth taking.

Option #2–Create a new brand name

Anther option for internet businesses is to create a new brand. If this is determined to be the best option for your business, be sure to choose a name for your brand that will be easy to spell. The shorter and catchier the brand name, the better. A memorable brand is one that is easily recognized and remembered later. It successfully suggests something positive about the company or its products and helps “brand” that image into the minds of potential customers.

Whatever you decide to name an e-commerce brand, it is essential that the domain name is also available to support it. A strong domain name highlights your brand. It helps direct on-line traffic to your website and makes it easier for customers to find and remember your web address.

Option #3–Co-brand with another business

A third option is co-branding and involves two businesses putting their brand name on the same product. This practice is quite common on the Internet and has proven to be a good way to build brand recognition.

Build Positive E-Commerce Brand Image and Avoid Negative Publicity

It takes careful planning, advertising, time and effort to build a strong brand image. That image can be seriously damaged through inappropriate advertising or association with somebody or something that has fallen from public favor. Protect your e-commerce brand’s image-it’s worth a whole lot more than just a name.