Whatever will be a casino, pharma, small business or e-commerce one constant is same for all.
You need to build a brand.
Let put it in this way.
BWin or Ceaser Palace vs Bayer vs Roshe.
You know all brands right.
They are giants in the industry right.
Small businesses e-commerce are just a form of online presence is quite tough to build a brand name and brand awareness. Because are small in capacity and industry.
So what to do is the main question of how to make it brand small business or website for some specific niche idea.
You must start from following.
A brand can be everything you can imagine and gives value.
It can be name, logo, slogan, design, drawings literary anything which will compel and appeal to the audience.
Marketing is value and brings value to businesses.
You need to start thinking in that way.
Again Bet365, William Hill, Unibet, Bwin, and Sbobet are greatest brands in the gambling industry.
Think about why?
Because they are powerful or because they wear mark which makes them recognizable over time.
Think about the same all great brands as Nike, Addidas, Puma what is common to them when they started to build their brand over the 1980's.
This will give you the strategy and answer your question.