Branding your eBay Business

Branding is an importing part of a marketing plan. Don't have a marketing plan? Sure you do - it may be passive and nearly non-existent (ie: you just put up photos and a description on your eBay listings) or you may have a logo & a particular template that coordinates with your website, ME page & business card. At a glance, those who view your logo will develop a quick perception about you and your business. A brand will tell them who you & your business are!

A logo is the most obvious part of a brand, but certainly not the only part - and it should reflect your brand. What is it that sets you apart from the other sellers in your category? Great service & attention to detail? Sure - you and 99% of your competitors provide that. Unique items in immaculate condition? Sure - you and 98% of your competitors. You have an exclusive with your supplier, have items in stock & ready to ship and you run your eBay business from a funky warehouse on the outskirts of town? Now we're getting somewhere!

What makes buyers want to visit your eBay listings & store - and then spend their bucks with you? Your feedback on eBay is part of your brand. You have to WALK the TALK!

When someone looks at one of your listings for the first time, the image you portray is crucial! Even if you're a small-time, part-time seller listing stuff from your attic, your potential buyers expect professionalism. Does your feedback reflect you're a professional? Does your eBay ID & store name say "take me seriously - I'm a professional"? Does your description portray a professional seller? (If your grammar is sub-par and spelling isn't your strong suit, you'd better have someone who can fix that for you!) Are your terms of service clear & friendly, inviting buyers - or have you been burnt by one experience too many and you display fear & antagonism "just in case"?

"So, Sally," you may ask, "what does all that have to do with branding & marketing?"

It has to do with letting potential customers know who you are!

Branding has much to do with the look of your eBay pages! When you are seeking that must-have widget and the competing sellers' feedback and pricing is similar, what makes you choose one widget over the other? I'll bet if seller A has crummy photos, a huge paragraph of text and no overtly professional look to his listing and seller B has clean photos, small paragraphs & bullet points on an attractive template, you're going to think seller B is the pro.

I recently worked with an eBay seller, buythebead, on designing her template, eBay store & Me page. But, I didn't start with just any old design. I discovered what set her apart from other eBay bead sellers: she & her husband travel the US in their RV most of the year while running their eBay business. Imagine - a traveling bead seller! That sure is different from the competition!

I developed a logo to reflect her unique position. I carried the theme and colors to her template and eBay pictures and suggested an eBay blog to which she could post photos from her travels. (She had told me many buyers ask, "where are you now".) BuyTheBead is now a BRAND on eBay! You look at her listings & know you're dealing with a professional not only because of her feedback & PowerSeller logo, but because the look of her eBay pages and logo show you!

You do have an eBay marketing plan - what are you doing to make sure it's branding you professionally?