In the crowded world of online retail, branding is a key differentiator for stopping scrolls and staying relevant. This guide shows you—step by step—how to define and enact a memorable brand that attracts customers and keeps them coming back. What Does “Ecommerce Branding” Really Mean?¶ Contrary to popular belief, a brand is not whatever you have documented in a style guide. A brand is the feeling people have about your store when you’re not there to explain it. Shoppers don’t always choose the cheapest or best options; they choose brands they believe in.