Amazon and Google Value Brands Over Products

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As digital marketers and online retailers have come to notice, the way people purchase items has drastically changed over the past 10 years. We use to shop online for generic items sold from a commodity-positioned e-commerce site. Now, those generic domains are being downgraded as authority sites thanks to Amazon’s introduction of Branded Storefronts and Google Rankings that favor brand domains over generic domains. These goliaths of the Internet are the leading forces shaping the growing importance of developing a brand online shopping – not just selling products.

Amazon introduced branded stores in 2017, marking a shift in thinking for the leader in e-commerce. Amazon is now allowing consumers to search based on brands, not just product types. There is evidence that branded stores on Amazon are being organically ranked higher than generic product listings.

Google has been favoring brand name domains instead of generic names like “autopartsproducts.com” for several years now. Exact match domains (EMDs) appear to be given a lower authority ranking by Google, in favor of branded domains. Consumers who are searching “auto products” will be given websites of brand domains that are specific and established far before they are presented with autopartproducts.com. Google’s algorithm for determining rankings is very complex, which is why perfecting SEO is a difficult task. For this reason, many businesses prefer using things like Bigfoot Digital SEO Services in order to ensure that their site gets the best possible rankings on Google.

In a recent article from WordStream, the author articulates that EMDs lost their value in online search engines when consumers became conditioned to distrust generic web domains.

Using these market forces as predictors of future trends, it is obvious to see that brands are here to stay. Building a strong online brand presence is still essential to selling online and at retail. Even as digital development are moving at a blinding pace, the value of strong brand remains constant. So ask yourself, are you building a brand line of products and services, or just selling products and services?

Brand Versus Logo

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The word “brand” is dictionary-defined as a type of product manufactured by a particular company under a particular name. However, this definition only scratches the surface of how a brand is defined in the world of design. “Brand” means something different to everyone, whether that person is a current consumer, potential customer, employee, prospect, or individual within a larger population. Brands can take various forms: a human, an idea, a place, an experience, or a tangible object. This makes the word “brand” difficult to define and describe… and that’s why each successful brand has a logo.

Logos serve as an iconic representation of a brand. A logo is a way for someone to quickly recognize and comprehend how a product or service relates to them. The logo design is the graphic expression of the brand, but building a brand is much deeper and more valuable.

Successful brands develop logos that have more than plain text of their name; they have a specific detail that indicates the brand’s overall intention, goal, or service provided. These details make the brand stand out among the competition.

The following are 4 successful companies that have developed brands and logos that represent them:

  1. Amazon:

This iconic logo has a smiley face arrow underneath the brand name which depicts the brand’s intention: customer service and efficiency.

  1. FedEx:

FedEx creatively incorporates a secret arrow in between the E and the X in their logo which represents the brand as a delivery service.

  1. Taco Bell:

The bell that is used in the Taco Bell logo represents the Hispanic culture related to Taco Bell’s fast food. The bell can also be associated with a ringing bell indicating that the food is ready!

  1. Target:

The iconic target icon for the store Target indicates the shopper will hit a bullseye while shopping for what they are looking for.