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offers a fabulous mail design tool that allows sellers to design their own envelopes, mailings, and shipping labels. You can use your own logo and other graphics to design your own shipping label that reflects your brand identity. You can customize multiple designs and use them to print USPS postage, too. For more information, go to http://www.endicia.com/endiciausa/Site/design.cfm.
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Lastly, use your shipping materials as an opportunity to strengthen your eBay brand. Sellers with a large volume of products find it worth having boxes custom printed with their business name and logo. If you ship smaller amounts of goods, consider printing your logo on self-adhesive labels that can be used to customize any box or packaging. Use your brand s color scheme in your shipping materials, too. Bubble wrap and tissue paper come in a wonderful variety of colors that can add that final hint of your brand when your customer opens the box. It s an inexpensive way to reaffirm your brand.
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Putting a Face on Your eBay Brand
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Tip: Chiswick Packaging Solutions (http://www.chiswick.com) is a great
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resource for personalized, branded packaging materials. The company custom prints corrugated boxes, packaging tape, self-adhesive stickers, and padded mailers. You can also purchase bulk shipping materials, colored tissue, and much more.
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Details, Details, Details
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Don t sweat the small stuff Nothing could be less true when you re creating your eBay brand identity. All of the suggestions in this chapter may seem like insignificant steps individually, but when you put them all together, they create a consistent brand message to which customers really respond. Considering all of these nit-picky details, it s a good idea to create written guidelines on the use of your graphic identity. If you have employees, written guidelines can help with consistency, and if you work alone, it helps you avoid cutting corners when you get busy. Your written guidelines should cover decisions about the ideas we ve discussed in this chapter, including the following: Your choice of font, color, and other graphic identity decisions When and where to use your logo Standardization of design for item listings Stationery layout and choice of card stock for printing Directives for stationery use with invoices, customer letters, and other communication
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Making written guidelines about your graphic identity and design issues creates a standard of quality that pervades your business and strengthens your brand. And strong brand identity gives you an edge for success.
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Recap
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Now that we ve covered graphic identity, let s move on to 4, where we share professional copywriters secrets for writing persuasive item descriptions. But before we do, here s a recap of some important topics of this chapter: Create a graphic identity for your business. Determine a style, look, and feel. Interject that theme, with consistency, at any and every point where you interface with customers. Create a look that represents the personality of your business. Choose your signature font and color with care.
Design a logo that suits your business and reinforces your brand. Create an effective Web design theme from your listings and eBay Store. Use that theme with consistency to strengthen your brand. Remember the goal of good Web usability. Your content is king, and less is more. Don t go nuts with your WYSIWYG HTML editor. Try to keep important information above the fold in your item listings. Use HTML tables to lay out images beside text. Create a hierarchy of information so the most important and attention-grabbing information is toward the top. Chunk your text and use headlines and subheads to make your text easy to read. Carefully select your font size and color for better readability, too. Make the most of your photos. Use every trick up your photography sleeve to present the best images possible for your merchandise. Make your eBay Store design cohesive with the visual look of your listings. Customize your store so it s logical and easy to navigate. Create printed materials such as letterhead, business cards, and packaging that reflect your graphic identity and help build your brand. Use them at every possible opportunity.
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