Given the naturally changing dynamics of the e-commerce world, there’s no surprise a new normal is underway, especially since consumers have a newfound appreciation for e-marketplaces, strong as never before. Consequently, brands are re-evaluating strategies to stay ahead, and Amazon has become quite competitive.

In order to preserve its staying power, a brand must remain grounded in the reality of the business from the foundation up. This approach makes it easier to implement necessary changes without compromising the core. To put it simply, it’s all in the balancing act between stability and flexibility.

Suppose you’re currently at a crossroads, wondering whether it’s high time to infuse some novelty into your brand’s image. In that case, we suggest including these five questions within that process of introspection.

1. Are You Too Casual About Your Visuals?

Humans are highly visual creatures, no doubt. The design elements that represent your brand can make or break the impression you leave on your viewers. Visual cues create the experience and provide insight and guidance with the power to translate your brand strategy into compelling marketing communication.

Apart from that, investing in differentiating visual identity can create a solid emotional connection between the company and its customers. Avoid slipping into the gray fog of sameness by incorporating a distinct and consistent design standard that will make your brand recognizable to anyone who comes into contact with it (clients, prospects, partners, employees, and other stakeholders) through any channel or device.

What’s more, there’s no doubt that Amazon’s buyers are becoming increasingly image-oriented. High quality images can impact people’s trust, satisfaction and willingness to buy. As the saying goes capture the eye, and the customer will follow!

2. Are You Missing Out on A+ Content?

The importance of filling your Amazon listing with compelling content is undeniable since this can boost sales and improve organic rankings. A+ content means unlocking multimedia features to enrich your product detail pages, including high-definition images, product videos, comparison charts, and more.

The key is to strike a good balance between being creative and informative while demonstrating how your products can benefit your customers and why they are superior compared to what your competitors offer. In addition, you should utilize the product detail pages to differentiate your products, construct an authentic brand story, and offer all the bits of information needed for making an informed purchase decision.

In summary, it’s about going a step beyond the usual content that overflows Amazon’s landscape to ensure your potential buyers can have a better grasp of what your product is all about. Plus, they’ll be able to enjoy a more sophisticated online shopping experience that creates memorable connections and inspires trust.

3. Is Your Spotlight Solely on the Company?

Customers want to be addressed to be impressed. They want to see your value clearly expressed through solutions that contribute to their own success. Their primary focus isn’t your company; it’s their own needs, goals, and problems. In light of that, you talk about how great your company is for hours on end, but you won’t bring much business through your door unless you focus on benefits that put the customer in the spotlight.

Creating a customer-centric approach when rebranding Amazon content means taking a walk in your customers’ shoes so you can craft your content using language that shows you understand the needs and wants of your audience. If you aren’t quite sure how to go about this approach, just start with the age-old practice, “benefits over features.”

Make your list of offerings front and center, showing how your offerings and expertise can solve their specific problems. And don’t forget about customer success stories – they are the most powerful and effective way to increase your customer base.

4. Does Your Content Lack Emotion?

The aspect of emotional connection is one of the main things that attract people to a specific brand. Crafting a compelling narrative can ensure you a unique position with your core target audience. A systemized approach is the best way to tackle this aspect.

First, you need to revisit the main reason you launched your business and pinpoint the areas worth utilizing to increase your brand’s recognition in the market. Remembering the main reason will answer your customers’ all-important “whys,” which helps reaffirm your company’s vision.

Secondly, when creating the narrative, have in mind that every potential customer is a hero in their own story. These are people striving to become the best version of themselves. The more you empathize with the obstacles on their path, the more you’ll be able to connect and discover the triggers, behaviors, and beliefs that can steer your future strategies toward success.

5. Have You Merged with the Competition?

Keeping up with the methods others utilize for their successful strategies is a clear necessity. However, if you don’t give your business its own unique brand and identity, you might confuse potential customers. You are less likely to earn the trust of your viewers if you present the same type of messaging in the same style.

As with most things, balance is also key in this particular aspect. If you focus on doing good research for the right reasons, you’ll have the upper hand without implementing everything the competitors are doing. Instead, you could focus your research on why and how your competitors are doing what they are doing and then generate unique ways to achieve the goals that resonate with your business. Tracking your metrics and adjusting your marketing accordingly is also a necessity.

Finally, the major trap of copying your competitor is the flimsy implication that their content format is going to work for you too. For instance, your audience may be more prone to visual stimuli than the written word, or they may prefer shorter content instead of longer, paragraphs-filled posts. Staying alert and doing regular research that’s specifically tailored to your needs is what can help you give your audience what they want, and raise brand awareness, as opposed to what your competitor thinks they want.