Many of the decisions we make in life can be categorized into two major groups: rational and emotional. In order to succeed in the world of e-commerce, you need to triumph on both of these fronts. However, building an emotional relationship that bypasses the rational one isn’t an easy thing to do in the digital world. In fact, the competition is so intense; companies are racing to the bottom of the price war.

Competing on price alone may not be wise, and it is probably not the best solution to attract new customers. So what’s a better way to increase your online sales? Well, one of the best ways is to appeal to the personal side of your potential customers with your brand. 

Giving Your Company A Face

Think about the number of online stores that you have visited during your life.

Can you remember and distinguish all of them? Probably not.

The main problem with online brands is that it is incredibly easy to blend into the crowd when surrounded by so many similar businesses.

Their logos might be similar to yours, their offer may be near-identical, and if both of your companies have similar names, your customers might have a hard time telling the difference between you both.

That’s why it is best to connect with your customers on a human level by solving the problems they care about the most.

Personal Relationships Create Better Customer Service

Another major issue that needs to be discussed is trust. In the previous section, we described how giving your company a face can make it stand out to your clients.

It gets even better from there; you see, a customer always prefers to entrust their problems to another person versus a machine.

Even Amazon, a company that prides itself on its robotic workforce, still has human beings answering the phones in customer service.

The reason behind this is quite simple; your customers want to know that there is a real person on the other end of the line. This can enhance the level of trust while building a solid foundation for a business relationship, and potentially increasing the positive perception of your brand.

Coordinate Between The Corporate And The Personal

eCommerce Branding

The way this works is quite simple: by working on your company’s brand and your personal brand at the same time, you significantly increase your reach.

For instance, you should start by hiring a professional web design agency to make a quality website for your company. You need someone with enough knowledge and experience to set a solid foundation for any of your future digital marketing efforts. Furthermore, it is vital that you find someone who specifically focuses on web design.

Aside from this, you should also have a blog and be present on all the major social networks or at least those that are relevant to your clients.

The challenge may be defining and coordinating between your corporate and personal identities. While each entity must appear as a stand-alone, you have to start making personal contacts that could benefit you professionally and promote the values of your company. This might bring you to feel as if you are leading two separate marketing campaigns instead of one.

Great For Networking

One of the more important things you should never forget is that by branding yourself, you are slowly gaining the recognition of your industry peers. This assures that they already know who you are the next time you decide to contact them, seeing as how your portfolio and your reputation precede you.


Although a personal brand has the potential to do wonders for your business, there are additional aspects to consider in achieving success. Your e-store needs to be responsive, well-designed, and your prices have to be competitive. Without this, even the most exceptional digital marketing and personal branding efforts won’t be able to give you much of a result. Still, those who do manage to balance the brand of their company and their own image in the digital environment tend to profit greatly from this symbiosis.

Dan Radak
Dan Radak is a marketing professional with ten years of experience. He is currently working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies. He is also a coauthor on several technology websites and a regular contributor to Technivorz.