Storytelling for Success: The importance of a Brand Story on Amazon

Having a compelling story you tell about your brand is imperative in building strong awareness, loyalty and engagement on Amazon. When brands have built a strong brand story, they can expect improved conversion rates, return purchases and retainment of their customer base. 

If your brand is that of high-quality and luxury, you want to ensure this is exactly the story you are telling across Amazon. If you also sell your products and brand through other sources such as DTC websites, in brick and mortar retail stores or on other retail marketplaces, having a consistent story across all platforms is key in building a memorable and cohesive experience for your current and potential customers. 

As an Amazon full service agency, we know why it’s so important, and how to make it work well for our clients. Read on to learn more.

Why is it so important?

Standing out

There are millions of products for sale on Amazon and a strong brand story helps your brand stand out from the crowd. Highlighting why your brand is unique and above the fold, how you align to your target audience's interests and needs and why they should choose you in their purchase decision is essential in being seen by and connecting with them.

Engaging your audience

Creating a compelling emotional connection to your customers and helping them relate to your offerings, values or story can help increase the likeness of their engagement with your products and loyalty to your brand. 

Recall and loyalty

Providing your audience with a strong narrative and memorable experience can also support shopper’s brand recall. Consistency across platforms reinforces this message and helps to promote a brand image that is cohesive and harmonious. Consumers that connect with your story are also better set up to become repeat purchasers, which of course supports conversion and sales. 

Social proof and advocacy 

Having a strong story and values can inspire consumers to share their own experiences with your brand with their friends, family and beyond. User generated content and word of mouth promotion can highly support your success, on and off Amazon. 

Tactics and Steps for Success

Define your core narrative 

What is the story you want to tell? You need to clearly articulate who your brand is and what you stand for. This can include your mission and values and the problems that your products work to solve. Focus on what makes your brand unique and your products own unique selling points. Perhaps you have a unique origin or commitment for your products such as sustainability or high quality luxury, which are key USPs. Create and buy into a narrative that reflects your brand's personality and alignment with your audience’s interests to best connect with them.

Be authentic and transparent 

Authenticity builds credibility. Ensure your messaging is genuine and comes from your real values and mission statement.

Integrate your story into your Amazon presence

Use A+ content to showcase your brand story on your PDPs. Take advantage of high quality video, images and infographics in both your PDP and your advertisements. Using high quality content in both your retail and advertising strategies is key in further aligning with your consumer base. Ensuring your listing reflects your consumer needs and your ethos in a clear, quality and descriptive manner can support consumer trust of your brand. 

Building out a quality Brand Store can further support telling your full story on Amazon. Think of this as a “mini website” within Amazon, or a “store within a store”. This is the perfect place to tell your full story and showcase your full product suite to prospective and returning customers.

Advertising

In your Amazon PPC ads, take advantage of the various Sponsored Brands ad types available to highlight various aspects of your brand and story. Highlight your brand logo, use custom imagery and headlines that can also lead to your custom Brand Store. Use videos to better capture your audience's attention and also take up as much SOV on the search results page.

Sponsored Display can also be used to retarget returning customers or consumers with similar interests in an audience through contextual targeting. Sponsored Display also now has access to videos to allow engaging content to have further reach.

Top tip - ensure your videos can be understood without sound! Browsers may automatically mute videos on the search results page, so it is key to use videos in both your Sponsored Brands and Display ads that can tell the same compelling story, with or without sound.

Review and adapt

Run A/B testing on your creatives, targeting, advertisement strategies and keywords over time to understand what works best and resonates with your brand the most.

Be consistent 

Consistency across all channels and Amazon touchpoints builds trust. If a consumer sees you somewhere else, such as another site or in store, they may come to Amazon to see your offering. Make sure your values and story are clear and consistent across all platforms you operate and sell on. 

Want to know more about how to better tell your brand story? Get in touch with us at zeal@zealagency.co.uk or at www.zealagency.co.uk.