Brand Identity And Elements of Amazon
How would it feel to enter an online shop and get your essentials from there? Well, of course, it would feel great, and thankfully that option has been available for a long time. Initially a bookstore, Amazon has found its way to becoming a website that sells almost everything. You can find electronics, health and fitness-related items, skincare, accessories, clothing, and other things. What is the reason for the ongoing development of this platform? How does it manage to maintain its success? This blog is about uncovering the brand identity and elements of Amazon.
What is the identity of Amazon?
Numerous points apply to the answer to the question above.
Firstly, Amazon identifies as a platform that allows good customer experience.
If we mention one thing that Amazon is great at, it is the unbelievable customer experience of it. Its strategy of Amazon is to allow customers to make decisions with their suggestions. So, Amazon listens to consumers. Many Amazon employees undergo training for the call center for two days because that is how serious the company is about its consumer experience. Through this training, employees learn how to behave upon customer requests.
The website even has various shopping options for customers of different types. That is proof of Amazon’s overall strategy. For instance, Amazon Prime is for buyers who instantly need their item on the day of the purchase. For more significant investments regarding eligible items, Amazon offers free shipping.
Returning and buying is incredibly simple and easy on Amazon. Pre-set options allow a “one-click-ordering,” which takes only a few seconds to order.
Standing for an excellent User Interface is another aspect of the identity of Amazon. The navigation of the UI of Amazon is pretty simple. For instance, they allow the desired prices to show up on your page with a suitable layout. Looking for consumer reviews is once again accessible. You will have to scroll down to the product page’s bottom.
Consumer loyalty is directly intertwined with User Interface.
Search Engine Optimization is another part of Amazon’s identity. Of course, big companies such as Amazon must appear on various search engines, such as Google. To establish an online platform, you must consider your SEO. Amazon is so developed that it even has an SEO algorithm for itself specifically.
That makes it so that the platform sellers have to adjust their listing to the SEO of Amazon. The latter ensures that users find exclusively what they are looking for. Amazon has more than 2 million products. Thus its SEO practices make the user search a lot more accessible.
Also, Amazon has a method to showcase favorite items on the website for more reach.
A captivating brand story is another strong point of the identity of Amazon. Everybody knows the story of Amazon. At first, it was a bookstore and evolved into an online retail platform. Bezos, the establisher of Amazon, began everything with $300000 from his parents, a vision, and his garage. Ultimately, he turned his vision into something that supplies the entire world. Aside from its huge success, Amazon puts its customers first.
The company has a feeling of humanity. The latter comes from the website’s bold, relatable, and inspiring backstory.
And the last key identity element of Amazon is its product diversification.
Its vision statement is directly connected to product diversification because it claims the desire to be a platform for anything anybody looks for.
We already know that Amazon is perfect at ensuring that its consumers can find an air conditioner, a car seat, and a book.
This strategy has ensured a large consumer base. Amazon entered new markets as soon as it transitioned from a bookstore to a retail platform. It is one of the business leaders today.
Product diversification also provides consumer trust and loyalty. If consumers are loyal to the brand, they will always return to it when in need.
Amazon’s brand positioning.
The Instagram post below will help us uncover the brand positioning of Amazon.
We are simply following an Amazon Prime delivery guy walking down the London streets. The tiny look we get from the city makes it evident that the location is in London. However, the caption ensures that.
The #vango defines the free-spiritedness of people. Travelling, of course, speaks about the love and desire for adventures.
The caption is also sarcastic with the suggestion to stack the boxes vertically to fit in the thin house.
With this Instagram post, Amazon generously contributes to its marketing strategy by advertising itself to its 3.8M followers.
But what else can we gather from this post?
Firstly, we notice the arrangement for the boxes to be carried outside easily. That speaks of the company’s convenience, especially on the road.
And secondly, this post is trying to convey that Amazon items can be purchased “on the go” with a simple click.
It becomes clear by now that the archetype that Amazon belongs to is the Explorer.
- The desire of the archetype is to be provided with the luxury to uncover who you are with the power of exploring the world.
- The archetype aims to encounter a more attested, better, and fulfilling lifestyle.
- The strategy of the archetype is to be after experiencing a journey, new things, and breaking the trap of boredom.
Other brands that belong to the Explorer archetype are NASA, Jeep, The North Face, Land Rover, Red Bull, Patagonia, etc.
The messaging levels of the archetype are below.
Level One: Separation, discontentment, disquiet, longing, boredom
Level Two: setting foot on the open road, hitting nature, investigating the world
Level Three: pursuing your own identity, to individuate, to evolve fulfillment
Level Four: articulating originality and individuality
The Explorer archetype is the right fit for your brand if:
- Your product enables customers to feel free. Your item is nonconformist or pioneering in a sense.
- Your product is solid and sturdy and is suitable for utilization on the road, out in nature, or in challenging environments or occupations.
- One can buy your product from the Internet, a catalog, or another possible source.
- Your product aims to guide people in communicating their uniqueness through furnishings and fashion.
- One can buy your product and use it “on the go.”
- You strive to distinguish your brand from a thriving Regular Guy/Gal or other more conformist brands.
- Your organization stands for an Explorer culture overall.
Brand Archetypes. Why do we need them in practice?
Our communication strategy may have multiple messaging approaches. But there is some logic that unifies all these and it is called communication-based on archetypal branding. A company may have many messages but do not have something in common. For example “Do everything easily”, “Go ahead and be powerful” or Dig deeper and be experienced”.
These 3 quotes have different goals and bring different subconscious effects. One is about Being a Hero, another is about gaining more experience. These are 2 different directions of messaging and the logic of Brand archetypes brings more uniqueness and clarity here. Just read the book “8 steps to a complete archetypal branding” and you will have more experience in communication-based on archetypes.
The following points that we will discuss will explain the identity of Amazon more thoroughly.
We are going to take a look at several positioning tactics of the company.
It consists of three parts.
- The category of Amazon
- Brand differentiation, how Amazon stands out from other brands
- Core idea. What is the main point that Amazon wants its clients to be aware of?
Category
In short, Amazon is an online retail company selling almost everything its clients want.
But to dig a little deeper, Amazon is a giant tech company, in fact, one of the leaders in the US. Amazon e-commerce was among the five most prominent tech companies during the Covid outbreak.
The navigation bar on the website is divided into digital content, departments, and features. It is truly the destination of a “one-stop shop.”
Benefits and Differentiation
Compared to other websites, Amazon offers a more user-friendly involvement to its clients. Significant differentiators incorporate progressed search and inquiry capabilities and proposals based on earlier buys. Amazon also has one-click ordering, various client surveys and appraisals, and sprint buttons for programmed re-buying.
Amazon includes a 360-degree view of its customers when operating with Prime. It provides information on online exchanges, purchase recurrence, excitement inclinations, and territorial demographics.
Amazon’s pricing strategy also stands out, mainly being low-cost. Amazon puts customer happiness over profits. That is because loyal consumers are more beneficial in the long run than short-term gains.
The development of Amazon occurs alongside technology development. It always makes sure to create new features and tools to ensure customer happiness and accessibility of the website.
The company offers purchases worldwide, which is another huge benefit. People can choose from 25 currencies when buying from their location.
And, of course, Amazon’s primary focus is the millennials. This generation not only buys items from Amazon but also listens to music, watches films, etc.
The Main Communication Idea
In the IT sector, Amazon is among the five leaders in the US. Over time, Amazon has reached a point where it is known as “the world’s most valuable brand.”
The core communication idea of Amazon is convenience. It continuously improves its already outstanding features to match the needs of its consumers.
From all around the world, people can find the item that they need within a few seconds with a simple keyword search.
As a leader in the sphere, Amazon, of course, has many loyal consumers. The company also has many brand-aware clients from which its flourishment only benefits.
Ultimately, we are going to take a look at the brand elements of Amazon.
What do we mean by brand elements? Those include the slogan, the logo, the archetype, etc.
Let us start by the name.
The name element
Coming up with a company name is incredibly challenging. At first, Amazon was called “Cadabra,” crediting “Abracadabra,” which we know as a magic spell.
However, the name was uncertain and, a lot of the time, mistaken.
Because website names used to be alphabetized, Bezos, the founder of Amazon, searched for a word beginning with the letter “A.” He finally found “Amazon.” Because the latter is the biggest river in the world, the company, in turn, would be the biggest bookstore worldwide.
The logo element
Amazon’s logo is the name written in black with an orange arrow at the bottom. At first, the logo looks similar to a smiley face.
However, there is a deeper explanation for Amazon’s logo.
The arrow starts with the letter “A” and ends with “Z.” That hints at the mixture of items for sale—the smiley points to the significance of customer satisfaction.
The slogan element
“Work hard, have fun, make history” is the slogan of Amazon.
It speaks not only about the founder’s experience but also motivates clients worldwide to follow their dreams.
It is essential to set goals and work towards them. However, it is equally as valuable to have fun while doing so. That ultimately leads to making history.
The color element
The website of Amazon is mostly in simple colors: black/navy and white. The white allows for a clear vision of the different products on the website.
The three colors work to create simplicity, a little bit of elegance, and confidence. Those colors are directly connected to the overall marketing strategy of Amazon.
The website
The website is neatly divided into different sections, making it easy and accessible for customers to arrive where they need it.
The website has a navigation bar, a search icon, and everything else you need.
The packaging
Amazon primarily utilizes recyclable materials for the packaging of its items. With its single-use plastic packaging, Amazon utilizes less material and encompasses more recyclable material.
And that concludes the “Brand Identity And Elements of Amazon” blog. We spoke about numerous aspects of the company to better understand the story behind its success. With motivations like this in mind, live through your ideas! Check out our main website for more awesome content.
