• David

How do you craft your content using brand storytelling that engage your audience?

You already know what brand storytelling is! If you need some more clarity please check What is Brand Storytelling.

Brand storytelling is the only way to stand out as an affirmative, authoritative brand in your industry which will not only help you to skyrocket your sales but also to retain customer loyalty to your brand.

But how to create a compelling brand story that makes your customers fall in love with you and your products?

Imagine you are in an eCommerce site looking to buy something which makes your beard shine, gives a crisp look and ideal to have a good impression on one of your Tinder date. You scroll through some of the products with description, product images, rates, and you open another tape on your browser to search for different products to get alternate options. On the second website, it’s written “makes your beard shiny, smooth and give your girl a dressing surprise” with some images of bearded guys sharing happy moments with beautiful girls.

Which one will you buy? Most likely you’ll buy from the second website, right? This is the power of story. This one clearly defines your problem and present you with the solution to perfectly shine in front of your girl.

You can’t apply this strategy if you don’t know your brand story, customer pain points, and how to craft content using brand storytelling.

So, first things first! Let's find out how do you create your brand story?

Creating a brand story is easy if you know the answers to some provoking questions of your brand.

Starts with “Why” have you established this company? Think about what problems you kept in mind to solve with this company? What motivated you to fire up every single day to work while most of your friends were happy with their 9 to 5 jobs. Write it down in a separate column.

Now think about what vision your eCommerce company hold to achieve. Please don’t write we want to be the biggest company or best in the industry. Just think about what positive changes your company wants to bring in this world with your products or services! How your customers gain a positive improvement in their life once they share their journey with you? Which direction you want your company to take or what you want to achieve with your company?

Finally, write about your values. What do you stand for? What values do you support?

For example: I’ve created BrandStell to support eCommerce owners, startups with a goal of selling products online or people with bricks and mortar shop who wants to shift into an online business, with their Brand storytelling and online marketing efforts, so that they can give more time to make their products better and create a more positive impact on their customer’s life.

I support passion, integrity and dedication.

The answers you come up with the above questions is your brand story.

You'll have a better idea, watching Benelli's Brand Storytelling.

Starts with Why, How and What.

As you found your brand story, now it’s time to make it a part of every piece of marketing materials that you share with your audience. It includes your blogs, product description, social media post, PR copies, banners, emails, newsletter, and you wish.

The goal is to whenever an audience interacts with your brand or marketing materials, they should feel the story behind the company and align their values. This is what we call brand storytelling.

So, How do you craft your content using brand storytelling that engages your audience?

Different types of stories are used in the marketing world, and every one of them plays a critical role in the overall feel of the brand. You can tell stories that motivate your audience to do certain tasks, you can tell your audience about yourself and your brand, you can convey value through your stories or else you can educate, and pass on the knowledge through the stories.

Whatever the stories you’re telling always make sure that your core message remains the same throughout every piece of content that you share with your audience.

It’s important to know when and how to tell stories that make your audience align with your values and create compelling connections in the deeper emotional level. People don’t remember who you are, what you give them, but they will always remember how you make them feel in their journey to solve problems.

Your audience only approaches you whenever they have problems, and they need help to get over it. So, stories should always have Problems and Solutions, and to relate these two, you need to have a Character.

The character will change based on the type of stories you tell but, in every story, your audience needs to relate them in your character. For example, when you tell a story about yourself or your brand the main character should be you or your brand, but the way you tell the stories needs to make your audience feel that you had struggles, conflicts the same way they have now.

You have overcome your struggles by finding a solution that the same solution can also be used by your audience to get over their problems. See how easy it is!

Stories can make people laugh, cry, bring anger and trigger actions. A good story emphasis on the audience's emotions, their pain points, create connections and shows vulnerability.

Stories help us remember the unfinished things. So try to make stories which are cliff-hanging means something remains strange to unfold as it goes to finish.

So always make sure you focus on these before creating stories itself.

Now, What is the framework that you follow to make your audience engage with your brand storytelling?

Let's dig it out.


Character is the main component of the story. They are the heroes of the story. They are your audience. You have to make stories concentrating them as the centre of attention.

Now you have to know your audience or else how can you make stories based on them! Knowing your audience seems to be easy, but it’s not. It’s where a buyer persona comes into the picture.

You might know what a buyer persona is! According to Hubspot “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers.”

It’s about whom you’re targeting to sell. What they look like? What did they read? Where they spend most of their time? It’s about finding insight out.

For example: let's say there is a person named Harley. He is a 40 years old guy living with his wife and 2 children. He is a manager in an FMCG firm. He likes to read blogs in his spare time and love to spend his holiday on a beach. He is a diabetic patient.

As you dig deeper, it’s important to find what are Harley's Want, Need, Fear and Hate.

What Harley wants is the starting point of your persona, as you can’t sell anything if he doesn’t want. Then comes the need, which are the basics he can’t imagine his life without it. That’s the reason why plumbers or electrician in your locality doesn’t need much of the marketing.

Fear is what makes Harley buy your products. If you sell a diabetics regulatory tool, he’ll buy it as fear of death trigger his actions. And Hate is what gives him an option to stay away from certain things.

You might be thinking if Needs and Fear are the ultimate triggers to buy, why it’s needed to go for Want and Hate? Because Harley has an option whether to buy yours or from your competitor.

His values in life decide the want and hate of his buying decision. Whenever his values align with yours, he would buy from you.

So create a 2X2 table and write about Harley’s Want, Need, Hate and Fear, it’ll give you clarity in the purchasing decision of Harley’s life.

Defining problems

After finding out your buyer persona or your character, it’s time to pinpoint their problems. Remember Buyer persona will always be changing based on your new insight data, sales queries and other metrics. It’ll be evolving as you progress in the journey.

You might be thinking, sometimes I cannot find my problems how can I find someone's problems? Put yourself in the shoes of your customer. Think about what are the problems you faced which made you create your products and services.

Ask your salesperson what frequent questions they get when interacting with customers?

Also, give certain provoking question to ask your clients whenever they interact with your brand like what problems they were facing before accepting your products or services.

Go to social media platforms like Quora, Reddit, Facebook groups. Thoroughly research their interaction, chats, what they are talking mostly about.

Meanwhile also visit your competitor’s website, social media pages, events you’ll find lots of ideas revolving around your prospects problems. Note it down and prioritize them according to the severity and available solution with you for them.

Connecting to a guide

You must notice in many movies hero has someone maybe its close friend, parents, coach, teacher, lover or acquaintances who help them, support them, shows them the road to succeed in their journey overcoming all the obstacles. You’re the guide in your character’s journey. Your brand has the solution to overcome their problems.

The point is if you make yourself move faster in their journey they’ll feel you’re not helping but selling. If you move slower somebody else will make them heroes of their movies. Remember it’s all about empathizing. The more you empathize the more they’ll see you as a friend, as a true guide overcoming their struggles.


You found Character, Problems, now what?

It's time to help your character solve their problems.

But how do you do that?

By creating contents. Content that helps them to realize that they have a problem. They need to know more about their problems, what are they, how they can solve it.

Create contents that Involve your audience. It should educate them, make them understand how following a plan can help them to get rid of their problems. As they follow the plan, they'll start trusting you along the journey.

You have to make your content in such a way that it draws maximum attention from your audience. Your audience needs to feel them as a part of the story, they are the characters of the story, and at the end, they should willingly leave comments or feedback on your contents.

Different content formats are available to make your audience educative in their buyer's journey. A blog post would be great for the awareness stage, while a long-form eBook would help more in their consideration stage, so does a sale pitch in their final decision stage.

Create everything in conversational language. Be it a website blog, social media taglines, your PR copies. When your audience becomes a part of a conversation you’ll easily know their pain points, you can ask for suggestions and finally, make your products or services more acceptable to your audience or customers.

You’ll also get more decisive ideas to improve customer service.

Try to involve your brand story in every piece of content.

Share a relatable journey. Every brand goes through rigorous struggles but their beliefs in achieving something great push through growth-inducing challenges. Address your struggles, hardships, wins, losses that have been helping your brand to become who you are today.

Firmly state what you believe, what you stand for, and why!

Try to make stories that are so compelling that you’re audience want to build your products into their lives.

Consistency and streamlining everything will make your brand presence firm. People will perceive you differently if you have disintegration across different platforms and dissimilar tone and voice. Craft your messages be it a sales copy, marketing, website or PR in the same voice, tone carrying your same brand persona. It’ll make not only your brand presence strong but your audience will see you as an affirmative brand and will deepen the relationship with more trust.

Trust makes everything easy. With trust, your offering becomes a viable solution to their problems and they’ll accept happily.

When telling about your offering make sure to use contrast.

It means how your offering has changed the life of the customer after using your products.

Call to actions

Make sure you provide values with every piece of content that you create. Always ask yourself, what are the key takeaways that your audience is going to take with them. Is your content aligning with values that your brand stands for? Make every bit of content as a puzzle piece to the main problem facing by your audience, and put Call-to-action according to it.

Your audience would never know how to go further along their journey unless you specifically told them to. Call to action may be anything that is asking for a subscription to your blog, downloading a piece of content as PDF, Following you on social media etc.

Do remember every call to action should make your audience go down to your sales funnel so make your strategy accordingly.


In the beginning, don’t stress too much on perfection. As you start creating contents, do focus on audience problems and emotions.

Collect data like website traffic, social media engagement, blog comments and analyse it based on locations, age groups, what others content your audience are sharing online and other metrics. You’ll get more content ideas as you analyse these metrics and join more conversation online.

Subscribe Now to join me on the journey of E-commerce marketing.

30 views1 comment
I Sometimes Send Newsletters