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‘Should I create different brands or keep to a single brand for my business?’ If you find yourself asking the above questions, check out WIlly’s advice now!
In this episode, Willy is going to cover:
- The concept of micro branding;
- Whether businesses should create multiple brands;
- How to come up with a good brand name for your business.
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TRANSCRIPTION
When people think of selling on Amazon, one of the most exciting things is probably the fact that they can now own an entire brand to themselves. But as their business expands to more product niches, some will start to wonder: should they create one main brand for all of their products or multiple brands for each of their product niches? And here’s my answer!
First of all, let’s go over the reasons why a business owner might want to create multiple brands for their business. A lot of times, business owners tend to create their brand names based on the products they sell. For example, a person selling coffee beans will probably prefer the brand name ‘Coffee Gurus’ over another name like ‘XYZ Groceries’. There is nothing wrong with this naming system. But imagine one day, this person decides to sell products of another niche, say, canned fruits. If you are a customer trying to buy canned fruits off Amazon, just by looking at the brand name ‘Coffee Gurus’, will you be confident to buy canned fruits from him?
I guess the answer is probably ‘No’.
This is where the idea of creating multiple brands comes in. And there’s actually a name for this kind of brand management technique: micro branding. In business terms, micro branding is the process of managing small-scale brands with a geographical or market-specific focus. But you can also think of micro branding as the process of creating brand names that describe exactly what the brand is all about. This way, when customers are trying to search for products on Amazon, they can easily find the products they want by simply looking at the brand name itself. At the same time, micro branding also allows sellers to showcase their passion for the products they sell, hence increasing their credibility in that market niche.
Personally, I will advise all new Amazon sellers against creating multiple brands though. The reason is very simple: it takes a lot of time to manage just one brand, let alone multiple brands. You have to look at it this way: when you want to create a successful brand, you will need to spend time to think about how to develop the brand’s website, how to position your brand’s marketing tone, and how to do more outreach for your brand, like manage the brand’s social media accounts. You may say: “But Willy, I can outsource all this work to virtual assistants, or VAs, like what you always advocate!” And sure you can. But take note that a VA who is good at one product niche may not be good at another. This means you probably need to hire different VA teams for all the brands and product niches that you are working on. Just imagine the number of VAs you have to hire then – the sheer workload of managing all these VAs will be crazy, even if you are not doing the tasks by yourself!
And why do I know this? Because I have tried managing multiple brands all at once before. I once had three brands, one for selling coffee presses, one for selling knife sharpeners, and one for selling shower mats. That time, I created individual websites, Facebook and Instagram (IG) pages for each brand and hired three different VA teams for the brands. And I nearly died from managing all these brands! In the end, I decided to merge them into one main brand, with only one website, one Facebook page, and one IG page. Then I was able to breathe!
So, I will encourage Amazon sellers to think twice before settling down on a brand name that is highly correlated to the products you sell. Go for the more generic kind of brand names, then you won’t fall into the awkward scenario which I said at the start of this podcast. At this point in time, some of you may ask again: “But WIlly, I am not creative enough to come up with nice-sounding, generic business brand names by myself! What should I do?”
Not to worry, here’s a fabulous website that you can use to generate great brand names. Simply google for this website called ‘Namelix’, ‘N-A-M-E-L-I-X’, and type in the keywords for your business. They will generate a wide selection of business brand names that you can choose from, including examples of business logos.
In any case, with regards to having multiple brands, I have learned my lesson the hard way and realized that managing one brand is more suitable for my style. But of course, if after listening to this podcast, you still feel that you can manage more than one brand, go ahead. After all, it really depends on what makes you most comfortable, and what you think will make your business more successful in the long run.
So that’s the end of this episode. See you in the next episode, and cheers.