Tailor your presentation
Visually Presenting Your Marketplace Brand
Interacting with your vendors is good idea for a marketplace. We also recommend that you look at key aspects that are needed in the industry and any segments you’re representing.
Oftentimes, there can be different tones to a marketplace brand, such that you can have a business-oriented tone for a business version of the marketplace, and a consumer tone for a consumer-oriented version.
There can be a slight difference in the color scheme between the two, to represent a business and a consumer side of things.
Similarly, with different segments or parts of the market, there’s different imagery and styling that you’ll want to present. Tailoring your presentation to the segment allows sellers and buyers to quickly assess whether your platform has what they are looking for.
As soon as a visitor comes to your site, they’re going to subconsciously make an assessment as to whether or not the page is valuable to them. Therefore, the branding needs to capture that.
At the core of the business, there needs to be a crystallized offering and focus on what’s important to the eMarketplace platform. What do you want to represent with your presentation and styling for your brand? This is a key differentiator within the marketplace space.
For example, if you go to Amazon, their brand presentation is commoditization and reliability. You can almost think of Amazon as the “UPS” of the marketplace—where affordable prices and logistics are top priorities.
On the other hand, there are marketplaces that focus on high quality, so they’re not emphasizing lower costs and best logistics. They’re emphasizing highest quality guarantees and white glove service.
This is something you can pick up on instantly from the marketplace brand. You can physically see it when you go to Amazon. There’s a different feel in the brand, just like you would experience when you go to a fast food place versus a five star restaurant.
It’s the same thing when you go to a different marketplace eCommerce platform. Your brand sends a message to your users within a few hundred milliseconds of interacting with your marketplace, and then it’s going to be reinforced throughout their interaction.
This also extends to your internal team. The brand roots itself from the core principles of your organization.
Therefore, it’s critical to decide what those foundational principles are, and what the differentiating factor is within your space. These are things that can be adjusted over time, but you first need to set a bedrock to build on.
Fundamentally, though, these ought to be things you know going in, and that you continue to build on over time.