Amazon FBA Branding – Defining Your Brand

Picture of Author: Martyn N.

Author: Martyn N.

Hi! I’m Martyn, a full-time Amazon E-Commerce Manager with over 5 years of experience selling and managing a wide range of products for various small businesses on Amazon.

Brand Front- and Back-End – What are they?

Once you know your customer, their needs, the product you will offer and how you will position yourself in the market, it’s time to define your brand based on all of these factors.

It will entail defining your offer, why you offer it and why your customers should trust you.

It will also detail how you plan to hold your promise – so for example, your company culture (yes, even if you’re selling alone for now), your operations, your sourcing methods, and so on.

As such, your brand will have two facets: The front-end of your brand (or what your customers will actively experience from your brand), which englobes your brand’s name, logo, tagline, overall design, marketing content, packaging and so on, and the back-end or base of your brand – which contains your company culture, mission, values and work processes – which ensures that the front-end is correctly applied.

Defining the Back-End

Let’s create a mock version using our previous example, still based on water bottles.

Let’s say you find an opportunity to enter the water bottle market and position yourself as a premium brand with water that’s 100% certain to be free from modern pollutants.

How are you going to define your brand from this?

Let’s first look at your mission and promise – in this case, it would be something along the lines of “Providing beverages that are completely free of any modern pollutants”.

From this, you would want to define your brand values around something like “absolute purity” and “natural lifestyle”.

I won’t explain how each and every single aspect of your business is going to be affected by your mission, promise and resulting values. As a rule of thumb, you will want everyone in your business to not only know your mission, promise and values, but live them out as well.

That way, it’s not some text on a piece of paper that you have to refer to every single time you do anything related to branding – but instead, these are natural habits that everyone in your business live out every day and get reflected in all activities without any extra effort.

If you do not believe in what you make your business say it stands for, how can you expect your customers to?

Keeping the promise (or defining the work processes)

Alright, that’s your company culture, mission, values and promise defined.

Next, how are you planning to keep this promise?

It’s one thing to promise great benefits – but of course, you need to ensure that you can physically deliver in your day-to-day activities.

A example that would fit our mock brand would be, for instance, finding a supplier who sources water made out 1km-deep Antarctic ice deposits which date back to the Prehistoric Era, untouched by man.

Why not, huh.

Of course, you would have to go beyond just sourcing that “pure” water – you would have to ensure that the whole process from start to finish is consistent with this philosophy – from sourcing to bottling to shelving.

If you profess that your brand is about complete purity and then have your pure water bottled in cheap leaky plastic, you risk losing all credibility.

Remember, consistency is key.

Alright, that’s the “work process” part taken care of.

Through all of the above, you will have effectively defined your back-end.

Defining the Front-End

Great! With your back-end defined, we can move on to the fun, creative part of building your very own brand on Amazon: Creating your brand name.

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