TCM #018: 7 Steps To Cooking Up a Compelling Brand Story
Read time: 2.5 minutes
Hey one & all 👋 – Tom here.
Happy Saturday to 982 motivated ecommerce entrepreneurs.
Below is your weekly one short tip on marketing and revenue growth for your ecommerce business.
Enjoy & please hit reply if I can help in any way!
Today, I want to talk to you about something that can truly set your ecommerce brand apart – your brand story.
This ain't just your cute "About Us" page. It's about weaving an enchanting narrative that captures hearts and loyalty.
So, buckle up, 'cause we're about to embark on a journey of storytelling that'll turn casual browsers into die-hard fans.
Step 1: Unearth Your "Why"
At the heart of every great brand story is a strong "why".
What's the roaring motivation that catapulted you into the realm of ecommerce?
For me, with my first brand, it was an insatiable sweet tooth and a longing to shed a few pounds.
I've always had a notorious sweet tooth. But after one too many late-night snack-fests, my waistline started to protest.
That's when I began my quest for a treat that wouldn't have me battling with the bathroom scales.
I needed something healthy, satisfying, and oh-so-sweet. When I couldn't find the perfect protein bar on the market, I thought, "Well, I'll just whip one up myself!"
That was the sweet start of my protein-packed ecommerce adventure back in 2013.
Step 2: Know Your Heroes (aka Your Customers)
Who are you serving? Your customers should be the heroes of your brand story; they're the protagonists.
Research and understand them to a T.
What are their desires, their struggles and their fears? How does your brand help them conquer their challenges?
Remember, we're not just selling products here, we're solving problems and offering solutions.
Step 3: Share The Adventures (and Misadventures)
Don't shy away from sharing your journey – the highs, the lows, the detours, and the victories.
Every hero has their share of triumphs and trials. It makes your brand human and relatable, and that's what ultimately resonates with people.
It's like sharing a cup of coffee with a friend (or a llama, if you're into that kind of thing).
Step 4: Stand By Your Values
What are the core values that drive your brand? Is it sustainability, innovation, or maybe community?
These values should be the heart of your brand story, driving your decisions and your narrative.
Step 5: Engage Emotions
Let's face it, we're all a bunch of softies at heart.
We connect with brands that evoke emotion. So whether it's joy, inspiration, nostalgia, or even a good laugh, make sure your brand story strikes a chord.
If nothing else from this email sticks, let this:
"We buy with emotion and later justify with logic."
Step 6: Stay True And Steady
Your brand story isn't a one-time thing.
It's a continuous narrative that should echo throughout your social posts, your emails, your product descriptions, your customer service and more.
Be genuine, be consistent, and your customers will keep coming back for more.
Step 7: Broadcast Your Story LOUD and Clear
Every touchpoint is an opportunity to connect your brand story through emotion.
Your site, your socials, your emails, your packaging – let your brand narrative shine through every single one of them.
Make sure it's told and retold wherever your customers might stumble upon you.
Remember, a potent brand story is like a comfy DryRobe; it wraps your customers in warmth, makes them feel at home, and keeps them coming back for a lifetime.
As always, if you need a hand spinning your brand's yarn, I'm here to help – all you've gotta do is exercise that reply button.
If you want to go deeper into this, the book Story Brand is also rather brilliant.
Keep shining, and here's to telling a brand story worth reading!
Your grass-touching buddy,
Tom (and his new DryRobe)
P.S. Have a topic you'd like me to cover in the next newsletter? Let me know. I'm all ears. 📬
P.P.S. Ready for more? Here's how I can help you level up your ecommerce game:
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Catch you next week or over on Twitter.
