Tom:
Welcome to the Clear Ads Podcast: Highway to Sell. This week you’re listening to me, Tom Korn, and I’m joined once again by one of our amazing Account Managers, Morgan Gillum.
Hey, Morgan!
Morgan:
Hey, Tom!
Tom:
This week, we’re talking about how to approach brand positioning and brand building through the Amazon platform — exploring strategies, advertising options, and how to make your brand stand out.
Let’s start at the top. What exactly is brand building?
Morgan:
Brand building is the marketing side of your brand — how you create awareness, identity, and recognition. It’s what every advertiser does when promoting their brand.
And when we talk about brand positioning, that’s the unique set of values your brand stands for — the story you want to tell customers. The two really go hand in hand.
Tom:
Exactly. Brand building is about awareness — introducing your brand to your audience and finding the right people for your product. Everyone starts somewhere; no one launches as a known brand.
So you need to meet your audience where they are, which means going through different channels. Of course, we’ll focus on Amazon advertising today, but your brand also needs to live on your socials, website, and other marketplaces.
Your customers should know who you are, what your products do, and how you differ from others. That doesn’t always mean being “better” — just clearly positioned within your category and price point.
Morgan:
Right. Whether you’re a budget brand, a mid-tier option, or a premium label, your messaging needs to reflect that. Brand positioning is about presenting your values in a way that makes your brand a memorable experience.
Tom:
Exactly — people are loyal to brands for emotional reasons.
When I buy a pair of Nike trainers, I know what to expect: the orange box, the swoosh, the clean packaging. It’s consistent and familiar.
But on Amazon, so many sellers ship from their garage or spare room. You buy a great product, but it arrives in a plain brown envelope with no branding — no emotional connection. You’ve solved your problem, sure, but you don’t remember who you bought from. That’s where brand building comes in.
Morgan:
Yes, and from an advertiser’s perspective, brand positioning gives direction. Without it, you’re just chasing broad keywords. Having a clear set of brand values helps you identify your niche and target the right audience.
Tom:
Exactly. Your brand positioning statement defines what makes your brand unique and what value you deliver.
Every serious business — from charities to corporations — has a mission statement. It’s your internal compass, but it should also appear publicly: on your Amazon listings, socials, website, and packaging.
If you have a tagline, share it with every agency and department you work with. Consistency is key.
If you’re a coffee brand called Sun Coffee, and your tagline is “The world’s most flavoursome coffee,” that phrase should appear across all your marketing — on Amazon, your packaging, and your ads.
Morgan:
Exactly. When customers explore your products, they should feel a clear story connecting everything. That consistency in tone and visuals is what makes a brand memorable and trusted.
Tom:
Yes — your positioning defines what makes you stand out.
Maybe your product solves the same problem as others but does it better, or more sustainably. Maybe you’re 100% waterproof, vegan, or carbon neutral. But whatever claim you make, prove it. Customers value authenticity.
Morgan:
That’s so true. I heard a story recently about a fitness brand that started small — the founder personally sent videos to customers showing how to use the products.
When the brand was later acquired by a big aggregator, that personal touch disappeared. The new owners automated everything, and the customer connection faded. The lesson is that customers notice your values — and they’ll pay a premium if they trust your brand.
Tom:
Exactly. Brand positioning has to start internally. You need to know your own values and your place in the market — beyond just price.
Look at Nike again. They sell performance, not just shoes. You don’t have to be an athlete to buy Nike, but you trust their quality because athletes wear them. That’s positioning.
And their range caters to everyone — from £30 everyday trainers to £300 limited editions — all under the same trusted brand.
Morgan:
Right. So, let’s talk about how to build a brand through advertising, especially on Amazon.
Tom:
The foundation is your product presentation. Start with your packaging — make it unique, exciting, and reflective of your brand. Customers should feel something when unboxing. That’s part of the experience.
Even if your product isn’t a repeat purchase, great branding makes people come back when they do need a replacement.
Think about Sony — I’m loyal to them because their products work, last, and connect seamlessly. That’s brand loyalty in action.
Morgan:
Exactly. And that loyalty starts the moment customers discover you. You want your branding to appear from start to finish of their buying journey — from the ad to the packaging.
If someone buys your shampoo and loves it, they’ll look for your conditioner or styling gel next — because your brand is now top of mind.
Tom:
Right. I had the same with an eco-friendly skincare brand. They used biodegradable packaging and natural ingredients, and because I loved their message and quality, I started buying all my toiletries from them. That’s how consistent branding creates loyalty.
Morgan:
On Amazon, Sponsored Brands are one of the best tools for brand building. They sit at the top of the funnel — awareness and consideration. You can use custom images and videos to tell your story and highlight your brand values.
Tom:
Exactly. Don’t just advertise your product — advertise your mission. Show that you’re eco-friendly, locally made, family-owned, or community-driven. People respond to authenticity.
Even a small business can compete with big brands by emphasising personality and purpose.
Morgan:
Yes, and that’s where positioning ties in again — finding your niche. Don’t compete head-on with mass-market sellers if your product serves a specific audience. Target the right keywords and audiences in both PPC and DSP.
Tom:
Great point. And examples of strong brand positioning? McDonald’s is a classic — consistent, affordable, familiar. You know exactly what you’re getting anywhere in the world.
Dove is another. Their brand focuses on natural beauty and self-confidence — not perfection. Their consistency across messaging and visuals makes them instantly recognisable.
Morgan:
Exactly. And smaller brands can achieve the same effect with consistency and great customer service.
I’ve worked with a client who offered an exceptional warranty. Their customers loved it, left glowing reviews, and kept returning to buy more products. That reliability became part of their brand identity.
Tom:
That’s brilliant. Now, beyond PPC, there are other advertising tools that build brand awareness — Streaming TV ads, Amazon Music audio ads, even on-box advertising.
You might not get direct clicks from those, but they build memory. Think of Coca-Cola ads before a movie — no call to action, just emotional branding.
If your ad resonates, people will remember your product when they’re shopping later.
Morgan:
Exactly. Even getting your branding on Amazon boxes — like the Minions movie promotions — is powerful if you have the budget.
Tom:
So, let’s talk measurement. How can we track brand positioning and brand-building success on Amazon?
Morgan:
Start by looking at organic placement — are you appearing where you want to be?
Check your Brand Content section in Seller Central to track store visits and traffic sources. Use tags to identify whether visits come from social media, newsletters, or paid ads.
Tom:
Yes, and combine that with Brand Analytics and Search Query Reports.
You can see how your listings perform — click-through rates, conversions, repeat purchases — and benchmark against competitors.
If your brand searches are growing, or others are bidding on your name, you’re doing something right.
Morgan:
Exactly. You can even track lifetime value using tools like Nozzle, which help you understand how often customers return. It’s not just about the first sale — it’s about how your brand performs over time.
Tom:
Yes — even if your first sale costs £100 in ad spend for a £10 product, if that customer returns again and again, your cost per acquisition becomes negligible.
And remember, brand differentiation is vital. So many Amazon listings look identical — same product, same stock image, just a different logo.
Morgan:
Exactly. Be creative with your images. Show your packaging, lifestyle shots, or unique features. Even small touches — like including a branded box or a wraparound label — help you stand out.
Tom:
Absolutely. One of my favourite examples was a seller who added a simple green cardboard wraparound to a chopping board image. It instantly stood out from dozens of plain brown boards — that’s smart branding.
Even if you don’t have real packaging yet, mock it up for your product photos. It’s a great start.
Morgan:
Totally agree.
Tom:
So before we wrap up — Morgan, what’s your top tip for brand building and positioning?
Morgan:
Get your brand values right before you start spending on ads. Know who you are, what you stand for, and what your customers value most. Brand positioning should always come before brand building.
Tom:
I love that. And my tip would be: listen to your customers. Read reviews, follow up after purchase, and evolve based on their feedback.
If customers want a new feature, a premium version, or a budget option — pay attention. Your customers will guide your next move.
Morgan:
Absolutely.
Tom:
Well, thank you so much for joining me today, Morgan — it’s been another great conversation.
Morgan:
Thanks, Tom — always a pleasure.
Tom:
And to our listeners, we hope you found this episode helpful. We release new episodes every two weeks, so remember to subscribe so you never miss one.
If you’d like expert help with your Amazon advertising, visit clearadsagency.com to book a chat with our team.
That’s all for today — goodbye from me and Morgan, and we’ll see you in two weeks’ time.
Morgan:
Bye, everyone!
