We know you’re running a business. You need to optimize conversion rates and grow your revenue. This requires an eCommerce site that provides a seamless shopping experience. However, to stay competitive in the long term, this also requires you to build your brand. What does this mean? Brand building is about more than increasing brand recognition. Successful brands are those that elicit an emotional connection (e.g., by creating a desired culture/lifestyle, promoting the brand story and purpose), making consumers care so much so that it entices them to purchase the eCommerce brand’s products.