Amazon Seller’s Guide to Marketing: Brand vs. Product Approach

Marketing is a multifaceted discipline, and within it, two distinct but interconnected strategies often take centre stage: brand marketing and product marketing. Both brand and product marketing may serve different purposes, but they are equally important for businesses striving to achieve success on Amazon.

Brand marketing: the bigger picture

Brand marketing takes a long-term view of the business. It recognises that brand loyalty and trust are not developed overnight. Building a brand identity involves several key elements:

• Brand Name: A name that reflects the brand’s essence.
• Logo: A visual symbol that represents the brand.
• Colour Palette: Consistent use of colours associated with the brand.
• Typography: A specific font style that reinforces the brand’s personality.
• Taglines: Memorable phrases or slogans.

Whether a customer encounters your brand on your website, social media, advertising, or product packaging, they should immediately recognise and connect with the brand’s image. Brand marketing often taps into the emotional aspect of consumer decision-making.

Product marketing: the product-centric approach

Product marketing zooms in on specific products or services. In product marketing, the messaging is tailored to specific customer segments or demographics. Unlike brand marketing’s long-term perspective, product marketing often has shorter-term objectives. Product marketers need to consider pricing strategies, competitive analysis, and market positioning.

The synergy of brand and product marketing

• Trust and recognition: A strong brand, cultivated through brand marketing efforts, can significantly enhance the credibility of products marketed through product marketing. When customers trust the brand, they are more willing to try new products from that brand, even if they are unfamiliar with them.
• Customer loyalty: Brand marketing efforts often lead to the development of loyal customer bases. When a new product is launched, these loyal customers are more likely to be the first to embrace it, providing an initial boost in sales and awareness.
• Storytelling: Brand marketing often involves storytelling about the brand’s history, values, and mission.
• Cross-promotion: Strong brands can use their brand recognition to cross-promote products.

What is a brand?

In the context of Amazon and e-commerce, a brand refers to a distinct and recognisable identity that a seller or a group of sellers establishes for their products. Here’s a breakdown of what a brand means on Amazon:

• Brand name: The brand name is a fundamental component. It’s the name under which a group of related products is sold. For example, if you’re selling various types of athletic apparel on Amazon, your brand name could be ‘SportFusion.’
• Logo and branding elements: A brand often has a logo or specific branding elements that make it easily identifiable.
• Brand story: Many successful Amazon sellers create a brand story or narrative that conveys the mission, values, and unique selling proposition of their brand.
• Product line: A brand on Amazon typically offers a range of related products within a specific niche or category. For instance, a brand specialising in outdoor camping gear might offer tents, sleeping bags, backpacks, and other related products.
• Consistency: This includes maintaining a consistent visual identity (logo, colours, packaging), voice and tone in product descriptions and marketing materials, and a consistent level of product quality and customer service.
• Brand registry: Amazon offers a Brand Registry program that allows brand owners to have more control over their product listings and intellectual property.
• Customer trust: Building trust is a significant aspect of brand development. When customers recognise and trust your brand, they are more likely to choose your products over competitors, even if they haven’t tried every product in your line.
• Amazon store: Amazon stores are dedicated brand storefronts where sellers can showcase their entire product line, tell their brand story, and create a more immersive shopping experience for customers.

Brand marketing on Amazon

Brand marketing on Amazon is all about establishing and nurturing a brand identity that resonates with your target audience. You can collaborate with Amazon seller experts to develop a well-structured brand marketing plan for your business.

• Creating a compelling brand story: Amazon Brand Story feature can help you showcase your brand story effectively.
• Designing a memorable logo and packaging: Your logo and product packaging should be instantly recognisable and convey the essence of your brand.
• Using consistent branding elements: Ensure that your brand’s visual and verbal identity is consistent across all product listings, images, and content.
• Quality assurance: Consistently delivering high-quality products that meet or exceed customer expectations.
• Exceptional customer service: Promptly addressing customer queries, concerns, and issues to build trust and rapport.
• Engaging content: Utilising product listings, A+ Content, and Amazon seller storefront to provide valuable information and build a connection with customers.

Product marketing on Amazon

Product marketing on Amazon revolves around promoting and selling specific products rather than building a broader brand identity. Key aspects of this approach include:

• Optimising product listings: Creating detailed and compelling product listings with high-quality images, informative descriptions, and relevant keywords.
• Leveraging reviews and ratings: Encouraging customers to leave positive reviews and maintaining a high rating, boosts trust and conversion rates.
• Pricing strategies: Competing effectively on price while maintaining profitability.
• Sponsored Product ads: Sponsored Product ads are a vital tool for product marketing on Amazon.

Brand marketing vs. product marketing: A basic comparative analysis

Goals:

• Brand marketing: The primary goal of brand marketing is to establish a strong and recognisable brand identity.
• Product marketing: Product marketing aims to drive sales and maximise the performance of individual products.

Benefits:

• Brand marketing: Building a brand on Amazon can lead to enduring customer loyalty and trust.
• Product marketing: Focusing on product marketing can yield quicker results in terms of sales and revenue.

Challenges:

• Brand marketing: Establishing a brand identity can be a time-consuming process that requires consistent effort and investment.
• Product marketing: Relying solely on product marketing may lead to short-term gains but can make your business vulnerable to price wars and competitive pressures.

While brand and product marketing have distinct focuses and objectives, they are not mutually exclusive. Here’s how you can integrate brand and product marketing on Amazon:

• Begin by getting your brand registered through the Amazon Brand Registry to create a strong and secure brand identity.
• Invest time in product listing optimisation by creating listings with detailed descriptions, high-quality images, and keyword-rich content.
• Utilise Amazon Sponsored Brand ads as they allow you to promote your brand and specific products simultaneously.
• Positive reviews not only boost individual product sales but also enhance your brand’s reputation. Encourage customers to leave reviews and respond to them promptly.
• Continuously analyse data to refine your strategies. Identify which products perform well and invest more in promoting them.
•  Be open to experimentation.

Wrapping it up

Within the realm of Amazon, the twin pillars of brand and product marketing stand as essential contributors to your business triumph. To grow steadily on Amazon, you need to use both approaches effectively. Feel free to seek assistance from our Amazon consulting experts in devising a marketing strategy that harmonises both brand and product marketing to help establish your business on the platform.