{"id":12956,"date":"2020-04-08T14:27:39","date_gmt":"2020-04-08T19:27:39","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=12956"},"modified":"2026-08-10T19:59:56","modified_gmt":"2026-08-10T19:59:56","slug":"staying-on-brand-with-discounts-and-promotions","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/staying-on-brand-with-discounts-and-promotions\/","title":{"rendered":"Staying on Brand with Discounts and Promotions"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 14<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12956\" class=\"elementor elementor-12956\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-26587f95 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"26587f95\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4e9719f0\" data-id=\"4e9719f0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6f32915a elementor-widget elementor-widget-text-editor\" data-id=\"6f32915a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><i><span style=\"font-weight: 400;\">Disclaimer: This section is a TL;DR of the main article and it\u2019s for you if you\u2019re not interested in reading the whole article. On the other hand, if you want to read the full blog, just scroll down and you\u2019ll see the introduction.<\/span><\/i><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">After many years of working as a CRO professional and with many eCommerce companies, internally, they all operate differently, but to the customer, they&#8217;re just copycats of each other.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Take two random eCommerce women&#8217;s clothing websites, remove their logos, and you can hardly distinguish between the brands. Most e=Commerce companies use price as the main differentiation factor.<\/span><\/li><\/ul><h2><b>What Branding Is Not<\/b><\/h2><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your website is not your brand; it is just a tool that you use to help disseminate information about what you want your brand to be.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">While the design aspects of a website are essential for continuity and awareness, they aren&#8217;t what make up the brand.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A brand is about the feelings that are evoked when a consumer interacts with the company, from the ad campaign to the site, to the store, to the customer service, and beyond.\u00a0<\/span><\/li><\/ul><h2><b>How To Define Your Brand<\/b><\/h2><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your brand is your religion.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">David Ogilvy dubbed the &#8220;Father of Advertising,&#8221; would say that a brand &#8220;<\/span><i><span style=\"font-weight: 400;\">is the intangible sum of product&#8217;s attributes<\/span><\/i><span style=\"font-weight: 400;\">.&#8221;\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your brand is how customers perceive your business.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">As a business owner, when you understand that your brand is defined by the experiences and interactions customers have had with your business, it&#8217;ll help you put the structures in place to develop a good brand you want your customers to remember.<\/span><\/li><\/ul><h2><b>What You Need To Know To Match Promotional Strategies and Discounts To Your Brand<\/b><\/h2><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">First off, understand customers love deals.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Secondly, make sure you can afford to run discounts.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A grave mistake you can make for your business is rolling out a promotional or discount strategy you can&#8217;t afford and is not in line with your brand.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">One thing about discounts is that it might be difficult to turn back once you decide to go down that road.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What makes a discount toxic to your brand might not be in the offer&#8217;s details but the fact you run it often.<\/span><\/li><\/ul><h2><b>Strategies That Add Value To Your Brand<\/b><\/h2><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Differentiate promotions by customer segments.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Define the metrics.<\/span><\/li><\/ul><h2><b>How To Differentiate Your Brand From The Competition<\/b><\/h2><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">If you remove the company logos of most e-commerce websites, it would not be easy to differentiate one from the other.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The sea of sameness is not only associated with women&#8217;s e-commerce sites; different brands across the globe and in virtually every industry are suffering from a crisis of differentiation.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To differentiate your brand, Khalid Saleh, co-founder of Invesp, says &#8216;your site experience needs to be engaging and unique.&#8217;\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Below are other ways to escape the sea of sameness.<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Differentiating your brand positioning.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Focusing on your brand experience.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personalizing customer experience.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pushing the limits of growth.<\/span><\/li><\/ul><p><b>Here&#8217;s A Longer And More Detailed Version Of The Article.<\/b><\/p><hr \/><p><span style=\"font-weight: 400;\">After so many years in this business, and working with e-commerce companies, in particular, it\u2019s interesting to see how they all operate quite differently. But outwardly, and to the customer, most are just copycats of each other.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Take any women\u2019s clothing category page and remove the logo &#8211; is there anything different besides the selection of items and the prices? Companies focus too much on price &#8211; because that is what they believe will help distinguish them in a crowded market.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">But I\u2019d argue we are struggling with monotony over anything. Visitors looking for a unique experience. Visitors are looking for progress to be made. A <a href=\"https:\/\/www.invespcro.com\/blog\/how-discounts-affect-online-consumer-buying-behavior\/\">discount sounds great<\/a>, but that\u2019s not why I\u2019ll buy the product.\u00a0<\/span><\/p><\/div><\/div><\/div><\/div><\/div><\/section><\/div> <a href=\"https:\/\/www.invespcro.com\/blog\/staying-on-brand-with-discounts-and-promotions\/#more-12956\" class=\"more-link elementor-more-link\"><span aria-label=\"Continue reading Staying on Brand with Discounts and Promotions\">(more&hellip;)<\/span><\/a>","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 14<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Disclaimer: This section is a TL;DR of the main article and it\u2019s for you if you\u2019re not interested in reading the whole article. On the other hand, if you want to read the full blog, just scroll down and you\u2019ll see the introduction. After many years of working as a CRO professional and with many [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":12957,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11,35],"tags":[],"class_list":["post-12956","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-sales-marketing"],"_links":{"self":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/12956","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/comments?post=12956"}],"version-history":[{"count":3,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/12956\/revisions"}],"predecessor-version":[{"id":101328,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/posts\/12956\/revisions\/101328"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media\/12957"}],"wp:attachment":[{"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/media?parent=12956"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/categories?post=12956"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invespcro.com\/blog\/wp-json\/wp\/v2\/tags?post=12956"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}