As buyers hunt for the next innovative product for their stores on RangeMe, they will check out your brand page before they review the nuts and bolts of your product(s). The brand page can be thought of as the homepage of your website or your the exterior of your store front. It should convey the look, feel and mission of your brand.
Your brand page ties together all elements of your brand. Your products are housed on this page where they are framed by the familiar icons, images and words that constitute your brand. It is important to weave together all the elements of your brand page in order to craft a cohesive, impactful story for buyers that check out your brand. Each element is an opportunity to build on your message. The most effective brand pages have leveraged every space provided to get their branding out there and build momentum so that no buyer can them.
The cover image is the banner image at the top of every brand page. Any 1600x400 pixel image can be uploaded to this space. As this image is the largest element on your brand page, it is naturally the most eye-drawing. You should focus on using the space to capture your brand’s aesthetic and to promote your selling points. You need not limit yourself to one single image - use any basic photo editor to add text, certification logos or award ribbons you’ve won.
Read here to learn how to craft a cover image for your brand page.
As the main identifier of your brand, your logo is probably the most essential part of your brand outside of your products. Really your brand and your products are irrevocably linked with your logo. Buyers are acutely aware that the logo is how consumers will recognize your products.
|And on RangeMe your logo is how buyers will recognize your brand. Your logo does not need to distill your message into one symbol - instead, it should function as an instantly recognizable reference point for consumers and buyers alike to associate with your brand. Do not upload a non-logo image in this space because buyers might think you don’t have a logo.|
If you need help coming up with an effective logo, reach out to our friends at 99designs.
Brand Name & Tagline
Just put the name of the brand you are promoting on this page. Do not put the name of your company. For instance, John’s Cookies LLC will simply put “John’s Cookies” if that is the name of their brand. Your brand name has a similar function as a logo. It should be a simple, distinctive, easily remembered and relevant word or phrase that serves as a signifier for your brand. Your brand name should reflect your brand’s personality and it should resonate with your target audience.
The tagline, found right below the brand name, is a quick slogan you can use to expand on what your brand offers and reinforce the key takeaway for buyers.
Your brand story is a space for your you to share your brand’s story with the buyer. While your product profiles should focus on the substance and details of your products, the brand story should be used to focus on the larger mission and history of the brand. It is the prime place to sell the buyer on what you’re doing and why they should be a part of it. Go to the profile tab to add your brand story.
Type in the URL of the brand’s website so that buyers can click on and visit the website to learn more about the brand. A professional and effective website also conveys an amount of business maturity that these buyers are looking to see. Do not link to your company’s website if you are a distributor, broker or representative of the brand. The buyers are more interested in the brand’s website.
In the age of the internet, social media presence is increasingly important in the world of CPG. Facebook, Instagram, Twitter, Pinterest and many other platforms play a vital role in helping businesses market to and connect with consumers. For most small brands, social media is the only channel to market to consumers that falls within their budgets. Even for major players like Coca-Cola, social media is essential for reaching younger, internet-savvy consumers.
Link your brand’s social media accounts to demonstrate your efforts to spread brand awareness. Buyers will be reassured that you are actively promoting brand awareness and fostering consumer demand.
|These details are pulled from your product profiles and cannot be directly edited. They are intended to give the buyer a snapshot of your product line.|
Brand Card Preview
From the buyer’s point-of-view, RangeMe is an extremely visual experience. The buyer’s dashboard is filled with brand page cards - yours and other brands in your category. These cards feature only three images - your logo, your cover image, and your cover product’s image - so you want to focus on utilizing these spaces in order to stand out from the crowd. Keep in mind that this is what a buyer will see before they decide to click to view into your full brand page.
To preview your brand page card, click the icon to the right of the “Add New Product” button and then select “preview brand page as buyer.”
Your Brand's Importance
Every brand page has the same six or seven elements, and yet no brand page is alike. We see some that are rich in color and character, and some that are cool, gray and professional. Any approach can be effective as long as it is consistent with your brand and your products. Make your Brand Page your own and buyers will be sure to see what makes your brand special. Don’t miss an opportunity to get your branding out there and don’t miss an opportunity to reinforce your brand’s selling points.
About the Author
|Gray wears many hats in his role as Customer Success Manager at RangeMe, but his primary motivation is helping set up suppliers for success. Outside of the office, Gray is an avid skier and amateur historian.|