Your Brand Story (How To Create A Story For Your Store)
Published on: December 7 2022 by Nick Peroni
Your Brand Story (How To Create A Story For Your Store)
Table of Contents
Your Brand Story (How To Create A Story For Your Store)
| startTime | durationTime | text |
| 00:00:00 | 00:00:04 | last video in the branding module is |
| 00:00:03 | 00:00:07 | going to be toking about your brand |
| 00:00:04 | 00:00:08 | story and again this builds all in the |
| 00:00:07 | 00:00:10 | last part right just like I've been |
| 00:00:08 | 00:00:12 | saying the whole time so now that you |
| 00:00:10 | 00:00:14 | have a brand identity and you've been |
| 00:00:12 | 00:00:16 | thinking about this it's time to create |
| 00:00:14 | 00:00:19 | a story around that because your story |
| 00:00:16 | 00:00:20 | is really what's going to sell and it's |
| 00:00:19 | 00:00:22 | really what's going to help you create |
| 00:00:20 | 00:00:24 | your marketing campaigns and your angles |
| 00:00:22 | 00:00:27 | and drive the entire direction of what |
| 00:00:24 | 00:00:30 | you're doing all right so your brand |
| 00:00:27 | 00:00:34 | identity is the personality that's going |
| 00:00:30 | 00:00:36 | to help you craft your brand story and I |
| 00:00:34 | 00:00:38 | want to give you some practikal elements |
| 00:00:36 | 00:00:40 | here and some examples of you you know |
| 00:00:38 | 00:00:44 | creating a brand story from what you're |
| 00:00:40 | 00:00:46 | doing here is in kind of a mind map well |
| 00:00:44 | 00:00:49 | not really a mind map but a list out |
| 00:00:46 | 00:00:51 | format of the steps of creating brand |
| 00:00:49 | 00:00:53 | story and we've already gone over some |
| 00:00:51 | 00:00:57 | of this right niche research we toked |
| 00:00:53 | 00:00:58 | about that so once you know where you're |
| 00:00:57 | 00:01:00 | selling you want to understand |
| 00:00:58 | 00:01:03 | understand your ideal customer inside |
| 00:01:00 | 00:01:05 | and out okay you want to find an angle |
| 00:01:03 | 00:01:09 | that you can connect to your audience |
| 00:01:05 | 00:01:10 | with because for example I know I've |
| 00:01:09 | 00:01:13 | been using the same example quite a lot |
| 00:01:10 | 00:01:15 | but it's easy I think to stik to just a |
| 00:01:13 | 00:01:18 | few examples all the way through so if |
| 00:01:15 | 00:01:22 | you look at boom by Cindy Joseph okay |
| 00:01:18 | 00:01:24 | they have a brand story based on |
| 00:01:22 | 00:01:27 | understanding their audience their ideal |
| 00:01:24 | 00:01:29 | customers women 45 ages 45 years and |
| 00:01:27 | 00:01:32 | older that they care about their beauty |
| 00:01:29 | 00:01:34 | and and want to you know even though |
| 00:01:32 | 00:01:36 | they are 45 and up they still want to be |
| 00:01:34 | 00:01:38 | able to have a makeup brand that they |
| 00:01:36 | 00:01:41 | feel like is made for them when most |
| 00:01:38 | 00:01:44 | makeup brands are mostly targeting women |
| 00:01:41 | 00:01:47 | that were younger and most makeup brands |
| 00:01:44 | 00:01:51 | are you know focused on using models |
| 00:01:47 | 00:01:52 | that are young age okay and so then here |
| 00:01:51 | 00:01:54 | comes boom by Cindy Joseph with this |
| 00:01:52 | 00:01:57 | story and this idea and this makeup |
| 00:01:54 | 00:01:59 | brand that is using models of women that |
| 00:01:57 | 00:02:02 | are 45 years and older and the whole |
| 00:01:59 | 00:02:06 | story is built around cindy joseph who |
| 00:02:02 | 00:02:11 | is a model or was a model and you know |
| 00:02:06 | 00:02:13 | as she aged and is you know developed |
| 00:02:11 | 00:02:16 | this brand and this idea they |
| 00:02:13 | 00:02:18 | the story around it and then started you |
| 00:02:16 | 00:02:20 | know using that story to create their |
| 00:02:18 | 00:02:22 | angle and making videos that explain the |
| 00:02:20 | 00:02:24 | concept and and how you know why they |
| 00:02:22 | 00:02:27 | wanted to connect with customers right |
| 00:02:24 | 00:02:30 | being specific okay so once you |
| 00:02:27 | 00:02:32 | understand your audience you want to use |
| 00:02:30 | 00:02:33 | their language you want to use their |
| 00:02:32 | 00:02:35 | language because you're not going to |
| 00:02:33 | 00:02:38 | relate to them if you're not using their |
| 00:02:35 | 00:02:43 | language okay back to this example of |
| 00:02:38 | 00:02:47 | the brand AF right American as whatever |
| 00:02:43 | 00:02:50 | so this it's funny because like you want |
| 00:02:47 | 00:02:52 | to say it but anyway right using the |
| 00:02:50 | 00:02:55 | language they're gonna have a very bold |
| 00:02:52 | 00:02:59 | very aggressive type of language you can |
| 00:02:55 | 00:03:01 | hear it just in the name of the you can |
| 00:02:59 | 00:03:02 | hear it just in the name of the brand |
| 00:03:01 | 00:03:04 | right when you actually go to the |
| 00:03:02 | 00:03:08 | website and look at it like it's very |
| 00:03:04 | 00:03:10 | clear the language that they're using |
| 00:03:08 | 00:03:12 | that's a polarizing language right but |
| 00:03:10 | 00:03:15 | that's an okay thing you don't have to |
| 00:03:12 | 00:03:17 | be you know you don't have to try to |
| 00:03:15 | 00:03:19 | appeal to everybody in fact trying to |
| 00:03:17 | 00:03:22 | appeal to everybody rarely works because |
| 00:03:19 | 00:03:24 | like you you know you you want to |
| 00:03:22 | 00:03:26 | polarize because then the people that |
| 00:03:24 | 00:03:28 | you are trying to reach the people that |
| 00:03:26 | 00:03:30 | are in your audience are going to be |
| 00:03:28 | 00:03:32 | that much more connected to you because |
| 00:03:30 | 00:03:34 | you're not trying to please everybody |
| 00:03:32 | 00:03:36 | you're toking their language alright |
| 00:03:34 | 00:03:38 | and you can do this just by going online |
| 00:03:36 | 00:03:39 | and going the forum it's going to places |
| 00:03:38 | 00:03:42 | like Reddit and looking in your niche |
| 00:03:39 | 00:03:44 | joining the Facebook groups you know |
| 00:03:42 | 00:03:47 | seeing how these people toking |
| 00:03:44 | 00:03:49 | interacted or in your niche so that you |
| 00:03:47 | 00:03:51 | can convey that same type of language |
| 00:03:49 | 00:03:54 | and the message that you're trying to |
| 00:03:51 | 00:03:57 | get across to them creating emotion in |
| 00:03:54 | 00:04:00 | your marketing alright there's a very |
| 00:03:57 | 00:04:03 | old principle that goes all the way back |
| 00:04:00 | 00:04:05 | to the dawn of whenever somebody sold |
| 00:04:03 | 00:04:08 | something into somebody alright people |
| 00:04:05 | 00:04:11 | buy on emotion they justify with logic |
| 00:04:08 | 00:04:13 | okay you want to understand this in your |
| 00:04:11 | 00:04:16 | marketing right you need to appeal to |
| 00:04:13 | 00:04:18 | people on two different levels with |
| 00:04:16 | 00:04:20 | great marketing campaigns one they have |
| 00:04:18 | 00:04:23 | to connect with it |
| 00:04:20 | 00:04:26 | emotionally right and then two they have |
| 00:04:23 | 00:04:27 | to be able to justify the purchase with |
| 00:04:26 | 00:04:28 | object |
| 00:04:27 | 00:04:30 | when you can satisfy both of those |
| 00:04:28 | 00:04:32 | demands right because here's the thing |
| 00:04:30 | 00:04:34 | here's why they here's why they have to |
| 00:04:32 | 00:04:36 | also be able to justify with logic |
| 00:04:34 | 00:04:38 | because if you just sell to somebody |
| 00:04:36 | 00:04:41 | based on emotion like say for example |
| 00:04:38 | 00:04:43 | you think of car salesman okay |
| 00:04:41 | 00:04:45 | and nothing writing against car salesman |
| 00:04:43 | 00:04:47 | the industry's come a long way but I've |
| 00:04:45 | 00:04:48 | worked in I've worked in the car sales |
| 00:04:47 | 00:04:51 | industry years ago before I got started |
| 00:04:48 | 00:04:53 | in this and you know it's it's something |
| 00:04:51 | 00:04:55 | called buyer's remorse right where a |
| 00:04:53 | 00:04:57 | salesman might be really good while they |
| 00:04:55 | 00:05:00 | have somebody of playing to their |
| 00:04:57 | 00:05:01 | emotional triggers right out of playing |
| 00:05:00 | 00:05:04 | to that trigger of wanting to get them |
| 00:05:01 | 00:05:06 | in a car and making them come to with a |
| 00:05:04 | 00:05:08 | purchase but if they didn't do a good |
| 00:05:06 | 00:05:10 | enough job of also justifying the logic |
| 00:05:08 | 00:05:12 | of the purchase then that person is |
| 00:05:10 | 00:05:14 | gonna have buyer's remorse and they're |
| 00:05:12 | 00:05:16 | gonna end up bringing the car back you |
| 00:05:14 | 00:05:19 | know a few days later because they have |
| 00:05:16 | 00:05:22 | time to to back out of the contract |
| 00:05:19 | 00:05:25 | right or within you know within an |
| 00:05:22 | 00:05:27 | e-commerce store generally you there's a |
| 00:05:25 | 00:05:28 | 30-day refund period right on just about |
| 00:05:27 | 00:05:30 | any store you're ever going to see |
| 00:05:28 | 00:05:33 | there's at least a 30 day refund period |
| 00:05:30 | 00:05:36 | so if you're not if if you're not |
| 00:05:33 | 00:05:38 | justifying the purchase on on logic as |
| 00:05:36 | 00:05:41 | well then you have a higher chance of |
| 00:05:38 | 00:05:44 | getting that item returned okay and then |
| 00:05:41 | 00:05:46 | marketing is about the outcome so when |
| 00:05:44 | 00:05:50 | you're marketing to somebody it's about |
| 00:05:46 | 00:05:54 | the outcome somebody doesn't buy an |
| 00:05:50 | 00:05:56 | expensive sports car just based on the |
| 00:05:54 | 00:05:58 | performance right some people might some |
| 00:05:56 | 00:06:00 | you know some some people might |
| 00:05:58 | 00:06:03 | generally be like super car buffs |
| 00:06:00 | 00:06:04 | but for the most part you know most |
| 00:06:03 | 00:06:07 | people are gonna buy that type of car |
| 00:06:04 | 00:06:10 | because they like the idea of how they |
| 00:06:07 | 00:06:12 | feel when they drive it so you know when |
| 00:06:10 | 00:06:14 | you're selling to a person you're |
| 00:06:12 | 00:06:16 | selling to them based on getting them in |
| 00:06:14 | 00:06:19 | the emotional state of how they're gonna |
| 00:06:16 | 00:06:21 | feel what is the outcome look like in |
| 00:06:19 | 00:06:23 | their mind of sitting in that car and |
| 00:06:21 | 00:06:25 | you know driving this expensive car and |
| 00:06:23 | 00:06:27 | people are looking at them as they pull |
| 00:06:25 | 00:06:29 | up somewhere and they get out and they |
| 00:06:27 | 00:06:31 | park right now of course again my logic |
| 00:06:29 | 00:06:33 | still has to justify it has to be a |
| 00:06:31 | 00:06:35 | great machine with great performance and |
| 00:06:33 | 00:06:38 | all the great specs that you you would |
| 00:06:35 | 00:06:40 | want from something like a major |
| 00:06:38 | 00:06:41 | investment in a car but you know for the |
| 00:06:40 | 00:06:43 | most part |
| 00:06:41 | 00:06:45 | the people are buying it based on the |
| 00:06:43 | 00:06:47 | outcome of how they're gonna feel right |
| 00:06:45 | 00:06:49 | even if something as simple as a t-shirt |
| 00:06:47 | 00:06:52 | okay a t-shirt is not something that |
| 00:06:49 | 00:06:55 | needs much logic to justify but when you |
| 00:06:52 | 00:06:59 | are selling to say people in the pet |
| 00:06:55 | 00:07:02 | niche and you want to you know you you |
| 00:06:59 | 00:07:04 | want to sell somebody shirts based on I |
| 00:07:02 | 00:07:05 | love my dog right and so you come up |
| 00:07:04 | 00:07:08 | with this clever shirt design it's all |
| 00:07:05 | 00:07:11 | about you know cute dogs or something |
| 00:07:08 | 00:07:14 | the outcome is still no matter what is |
| 00:07:11 | 00:07:17 | that person has to look at that shirt |
| 00:07:14 | 00:07:19 | and be able to imagine how they would |
| 00:07:17 | 00:07:21 | feel wearing it now all this happens on |
| 00:07:19 | 00:07:22 | the subconscious level right it doesn't |
| 00:07:21 | 00:07:24 | happen like they're actually sitting |
| 00:07:22 | 00:07:27 | there saying hmm you know how would I |
| 00:07:24 | 00:07:29 | feel about this okay in their mind |
| 00:07:27 | 00:07:32 | that's what they're thinking about and |
| 00:07:29 | 00:07:35 | so you need to be able to capture that |
| 00:07:32 | 00:07:36 | in your imagery in your product |
| 00:07:35 | 00:07:38 | descriptions in the way that you're |
| 00:07:36 | 00:07:41 | telling the story of the product and the |
| 00:07:38 | 00:07:44 | grant have a vision large enough to fit |
| 00:07:41 | 00:07:46 | your audience this is a little bit of an |
| 00:07:44 | 00:07:48 | abstract concept but basically this |
| 00:07:46 | 00:07:50 | comes down to your business why and your |
| 00:07:48 | 00:07:52 | proof and testimonials all right you |
| 00:07:50 | 00:07:55 | want your audience to feel like they are |
| 00:07:52 | 00:07:56 | part of what you're doing okay you don't |
| 00:07:55 | 00:07:58 | just want your business to be about you |
| 00:07:56 | 00:08:00 | making money if your business is just |
| 00:07:58 | 00:08:02 | about you making money that's gonna come |
| 00:08:00 | 00:08:05 | through in the in the presentation right |
| 00:08:02 | 00:08:09 | so having a vision large enough to fit |
| 00:08:05 | 00:08:12 | your audience means that you have like a |
| 00:08:09 | 00:08:13 | story that your audience can relate to |
| 00:08:12 | 00:08:15 | they can feel like they're part of it |
| 00:08:13 | 00:08:17 | you have proof and testimonials from |
| 00:08:15 | 00:08:19 | customers and and people that you |
| 00:08:17 | 00:08:22 | delivered value to and genuinely they |
| 00:08:19 | 00:08:24 | were happy about use powerful compelling |
| 00:08:22 | 00:08:26 | language and make sure there's a |
| 00:08:24 | 00:08:28 | personality we toked about these two |
| 00:08:26 | 00:08:31 | points already so let's look at an |
| 00:08:28 | 00:08:33 | example here's one called Tom's I'm not |
| 00:08:31 | 00:08:34 | sure if their homepage still looks like |
| 00:08:33 | 00:08:38 | this now from from when I took it but |
| 00:08:34 | 00:08:41 | Tom's is a company where you can get |
| 00:08:38 | 00:08:43 | right off the front exactly what they're |
| 00:08:41 | 00:08:45 | about okay improving lives with every |
| 00:08:43 | 00:08:48 | product you purchase TOMS will help a |
| 00:08:45 | 00:08:53 | person in need one for one okay and they |
| 00:08:48 | 00:08:54 | sell shoes but it's it's a you know the |
| 00:08:53 | 00:08:58 | story here is so |
| 00:08:54 | 00:09:01 | right and it's it's so apparent even if |
| 00:08:58 | 00:09:02 | you don't know what they sell you know |
| 00:09:01 | 00:09:05 | what there are about right from the |
| 00:09:02 | 00:09:07 | start right from looking at this they |
| 00:09:05 | 00:09:08 | come story first |
| 00:09:07 | 00:09:11 | right you don't see on their homepage a |
| 00:09:08 | 00:09:14 | picture of their product you see a |
| 00:09:11 | 00:09:17 | picture of somebody that they've helped |
| 00:09:14 | 00:09:19 | and the big words improving lives that's |
| 00:09:17 | 00:09:22 | their business mission that's their |
| 00:09:19 | 00:09:25 | their vision and their story that |
| 00:09:22 | 00:09:26 | they're creating right from the |
| 00:09:25 | 00:09:28 | beginning they're making the audience |
| 00:09:26 | 00:09:31 | feel part of it right that's their |
| 00:09:28 | 00:09:34 | marketing message that's their angle |
| 00:09:31 | 00:09:37 | north base here's an example from North |
| 00:09:34 | 00:09:41 | Face again I don't know if it still |
| 00:09:37 | 00:09:44 | looks like this but this is their about |
| 00:09:41 | 00:09:46 | page okay and it tells the third story |
| 00:09:44 | 00:09:48 | I'm not gonna read the whole thing you |
| 00:09:46 | 00:09:50 | can posit if you want but basically the |
| 00:09:48 | 00:09:53 | North Face name comes from the idea the |
| 00:09:50 | 00:09:55 | coldest most unforgiving side of a |
| 00:09:53 | 00:09:58 | mountain right and that's where North |
| 00:09:55 | 00:10:01 | Face that's where they got their name |
| 00:09:58 | 00:10:03 | from and they toked about how you know |
| 00:10:01 | 00:10:06 | to hiking enthusiast followed their |
| 00:10:03 | 00:10:07 | passion into the mountains and then it |
| 00:10:06 | 00:10:09 | became a retailer known for high |
| 00:10:07 | 00:10:13 | performance climbing and backpacking |
| 00:10:09 | 00:10:15 | equipment and then eventually they they |
| 00:10:13 | 00:10:17 | moved into like outdoor athletes and |
| 00:10:15 | 00:10:20 | sponsoring expeditions and came up with |
| 00:10:17 | 00:10:22 | the idea and never stop exploring right |
| 00:10:20 | 00:10:24 | and eventually grew and grew and started |
| 00:10:22 | 00:10:28 | to include lots of other types of items |
| 00:10:24 | 00:10:30 | and things so they're telling a story of |
| 00:10:28 | 00:10:32 | exploration right they're telling the |
| 00:10:30 | 00:10:35 | story of two guys that had a dream and |
| 00:10:32 | 00:10:37 | had a passion and they were following it |
| 00:10:35 | 00:10:41 | they were chasing an adventure they were |
| 00:10:37 | 00:10:44 | exploring and and following this amazing |
| 00:10:41 | 00:10:46 | wonderful adventure that they had and |
| 00:10:44 | 00:10:48 | that's what their brand became if he |
| 00:10:46 | 00:10:49 | came to represent that and there were a |
| 00:10:48 | 00:10:52 | lot of people that can relate to that |
| 00:10:49 | 00:10:55 | right you can fit inside that story if |
| 00:10:52 | 00:10:58 | you're somebody who also is an |
| 00:10:55 | 00:11:01 | adventurer who likes to and I I mean I |
| 00:10:58 | 00:11:03 | am I don't I'm not like an extreme sport |
| 00:11:01 | 00:11:05 | but like you can you can feel that |
| 00:11:03 | 00:11:07 | adventure within what they do and you |
| 00:11:05 | 00:11:10 | can relate to that story |
| 00:11:07 | 00:11:12 | that never stopped exploring okay and so |
| 00:11:10 | 00:11:14 | it's a really good story and a good |
| 00:11:12 | 00:11:19 | example of creating a brand around the |
| 00:11:14 | 00:11:21 | story and in here getting specifically |
| 00:11:19 | 00:11:23 | until my toking about Shopify stores |
| 00:11:21 | 00:11:25 | this is boom by Cindy Joseph like we |
| 00:11:23 | 00:11:28 | toked about right from the very |
| 00:11:25 | 00:11:31 | beginning you can see what they're about |
| 00:11:28 | 00:11:34 | introducing the first Pro Age cosmetik |
| 00:11:31 | 00:11:38 | line for women of every generation and |
| 00:11:34 | 00:11:40 | it toks about who they are and you get |
| 00:11:38 | 00:11:44 | that story you see the imagery you see |
| 00:11:40 | 00:11:46 | the tagline you see what they're all |
| 00:11:44 | 00:11:49 | about right from the beginning they're |
| 00:11:46 | 00:11:52 | telling the story here and then here's |
| 00:11:49 | 00:11:55 | something very simple right I've toked |
| 00:11:52 | 00:11:59 | about sugar and cotton as well that's |
| 00:11:55 | 00:12:01 | like you know a little bit more they do |
| 00:11:59 | 00:12:02 | very well right like they've created a |
| 00:12:01 | 00:12:04 | very successful store so I don't want to |
| 00:12:02 | 00:12:07 | seen this in a critikal way but like |
| 00:12:04 | 00:12:09 | they're very they're much more subdued |
| 00:12:07 | 00:12:11 | right maybe bland isn't the right word |
| 00:12:09 | 00:12:15 | they're much more subdued where there's |
| 00:12:11 | 00:12:17 | so much white space very you know small |
| 00:12:15 | 00:12:20 | fonts not a lot of imagery not a lot of |
| 00:12:17 | 00:12:23 | colors and like right her in-your-face |
| 00:12:20 | 00:12:25 | personality but they've still created a |
| 00:12:23 | 00:12:27 | story here okay if you go through their |
| 00:12:25 | 00:12:29 | about page and you actually look cute |
| 00:12:27 | 00:12:30 | clothing and jewelry for book lovers |
| 00:12:29 | 00:12:33 | alright so they're distinguishing |
| 00:12:30 | 00:12:35 | themselves there because that's that's |
| 00:12:33 | 00:12:37 | kind of a unique thing right every month |
| 00:12:35 | 00:12:39 | children cotton curates a hundred |
| 00:12:37 | 00:12:41 | amazing fandom related items and |
| 00:12:39 | 00:12:43 | accessories we found that sugar cotton |
| 00:12:41 | 00:12:46 | with one simple goal to provide amazing |
| 00:12:43 | 00:12:47 | jewelry at amazing prices and then they |
| 00:12:46 | 00:12:49 | go on to tok about how they were tired |
| 00:12:47 | 00:12:51 | of the boring stuff out there and they |
| 00:12:49 | 00:12:53 | wanted to do something different and get |
| 00:12:51 | 00:12:55 | people excited about shopping and then |
| 00:12:53 | 00:12:57 | it what even goes on to tok about a |
| 00:12:55 | 00:12:58 | great cause that they support if you |
| 00:12:57 | 00:13:01 | were to be able to scroll down the page |
| 00:12:58 | 00:13:04 | so there's still creating a story right |
| 00:13:01 | 00:13:06 | now is it as like unique a story filled |
| 00:13:04 | 00:13:08 | with as much personality as some of |
| 00:13:06 | 00:13:11 | these other ones that we looked at no |
| 00:13:08 | 00:13:14 | but the point is here that your story |
| 00:13:11 | 00:13:17 | can be as complex or as simple as you |
| 00:13:14 | 00:13:19 | want but your brand should have a story |
| 00:13:17 | 00:13:21 | alright it's going to be more successful |
| 00:13:19 | 00:13:21 | that way people don't generally buy from |
| 00:13:21 | 00:13:24 | just |
| 00:13:21 | 00:13:27 | random companies anymore okay that that |
| 00:13:24 | 00:13:30 | may have worked and used to work but |
| 00:13:27 | 00:13:32 | it's you know people are on to this idea |
| 00:13:30 | 00:13:34 | of online stores popping up all over the |
| 00:13:32 | 00:13:36 | place and just trying to sell random |
| 00:13:34 | 00:13:38 | items so the way that you're gonna |
| 00:13:36 | 00:13:39 | differentiate yourself in and really |
| 00:13:38 | 00:13:42 | start to connect with an audience and |
| 00:13:39 | 00:13:45 | build something that is a longer-term |
| 00:13:42 | 00:13:48 | asset right to me that's what a brand is |
| 00:13:45 | 00:13:49 | right it's a longer-term asset so you |
| 00:13:48 | 00:13:52 | want to have some type of story to be |
| 00:13:49 | 00:13:55 | able to do that now thinking about your |
| 00:13:52 | 00:13:56 | brand's story map of sorry for the |
| 00:13:55 | 00:13:59 | misspelling here but you get it your |
| 00:13:56 | 00:14:01 | brand story map okay your customer is |
| 00:13:59 | 00:14:04 | going to be the hero of your brand |
| 00:14:01 | 00:14:07 | alright so you want it to be you you |
| 00:14:04 | 00:14:09 | want to tell a story based on your |
| 00:14:07 | 00:14:11 | customer okay you look back at every one |
| 00:14:09 | 00:14:13 | of these stories we look at they did |
| 00:14:11 | 00:14:17 | this is for book lovers |
| 00:14:13 | 00:14:19 | okay provide amazing jewelry at amazing |
| 00:14:17 | 00:14:21 | prices tired of boring gifts wanted to |
| 00:14:19 | 00:14:22 | get you excited about shopping again |
| 00:14:21 | 00:14:25 | right it's about the customer |
| 00:14:22 | 00:14:27 | introducing first Pro aged cosmetik line |
| 00:14:25 | 00:14:29 | for women of every generation it's about |
| 00:14:27 | 00:14:32 | women it's about beauty it's about time |
| 00:14:29 | 00:14:34 | right it's about the customer okay and |
| 00:14:32 | 00:14:38 | and so no matter what when you're when |
| 00:14:34 | 00:14:41 | you're creating a story you want it to |
| 00:14:38 | 00:14:43 | be about the customer that you're trying |
| 00:14:41 | 00:14:46 | to serve so think about what do your |
| 00:14:43 | 00:14:49 | customers want when you take that that's |
| 00:14:46 | 00:14:51 | gonna take you into their philosophical |
| 00:14:49 | 00:14:54 | problems the things that they think |
| 00:14:51 | 00:14:58 | about right and then how do you position |
| 00:14:54 | 00:15:00 | that brand to to be a guide okay Jay |
| 00:14:58 | 00:15:02 | Abraham has a great concept when it |
| 00:15:00 | 00:15:05 | comes to this he toks about strategy of |
| 00:15:02 | 00:15:09 | preeminence which basically means like |
| 00:15:05 | 00:15:11 | if you can position yourself to be like |
| 00:15:09 | 00:15:14 | the guide or the advisor in your |
| 00:15:11 | 00:15:16 | marketplace to the customer then you're |
| 00:15:14 | 00:15:20 | going to be able to create a lot of |
| 00:15:16 | 00:15:25 | loyalty there okay so if we take as an |
| 00:15:20 | 00:15:27 | example you know as we take as an |
| 00:15:25 | 00:15:29 | example North Face right what do our |
| 00:15:27 | 00:15:32 | customers want okay well they're serving |
| 00:15:29 | 00:15:34 | people that like to explore and are you |
| 00:15:32 | 00:15:35 | know sports people outdoors people |
| 00:15:34 | 00:15:37 | athletik people |
| 00:15:35 | 00:15:39 | okay so what they want is adventure |
| 00:15:37 | 00:15:41 | right what are our customers |
| 00:15:39 | 00:15:43 | internal/external philosophical problems |
| 00:15:41 | 00:15:45 | it can be any one of those right well |
| 00:15:43 | 00:15:48 | the external problems with being |
| 00:15:45 | 00:15:50 | adventurer are that you need the right |
| 00:15:48 | 00:15:54 | correct kind of gear to be able to go on |
| 00:15:50 | 00:15:57 | those adventures how have we positioned |
| 00:15:54 | 00:15:59 | our brand is the guide to the hero right |
| 00:15:57 | 00:16:01 | so how do you do that well they do that |
| 00:15:59 | 00:16:03 | by toking about how they were |
| 00:16:01 | 00:16:06 | adventurers and they started creating |
| 00:16:03 | 00:16:08 | high-end stuff to support their |
| 00:16:06 | 00:16:10 | adventures in the types of things that |
| 00:16:08 | 00:16:13 | they were doing have we created a clear |
| 00:16:10 | 00:16:17 | plan for the customer to win the day yes |
| 00:16:13 | 00:16:18 | because you can get our items right |
| 00:16:17 | 00:16:21 | here's the plan here's here's the type |
| 00:16:18 | 00:16:23 | of items that we offer to support your |
| 00:16:21 | 00:16:26 | adventures just like what we did you |
| 00:16:23 | 00:16:27 | know and and are now creating a brand to |
| 00:16:26 | 00:16:29 | give back to everybody else and supply |
| 00:16:27 | 00:16:31 | these same type of items to people so |
| 00:16:29 | 00:16:33 | that you can go on your adventures and |
| 00:16:31 | 00:16:37 | never stop exploring and then you call |
| 00:16:33 | 00:16:39 | to action okay so call action is like |
| 00:16:37 | 00:16:41 | how you're getting them to buy where are |
| 00:16:39 | 00:16:44 | you where are you making it very clear |
| 00:16:41 | 00:16:48 | that you are selling something and then |
| 00:16:44 | 00:16:52 | what does that result in how have you |
| 00:16:48 | 00:16:53 | improve their lives or what cut what |
| 00:16:52 | 00:16:56 | type of consequences are you helping |
| 00:16:53 | 00:16:57 | them avoid so either one your product |
| 00:16:56 | 00:16:58 | should solve one or the other right and |
| 00:16:57 | 00:17:02 | we toked about that already in your |
| 00:16:58 | 00:17:04 | value proposition but basically you know |
| 00:17:02 | 00:17:05 | how they're improving their lives in |
| 00:17:04 | 00:17:07 | this example is they're giving them |
| 00:17:05 | 00:17:09 | better gear that they can be more |
| 00:17:07 | 00:17:12 | comfortable and that they can connect |
| 00:17:09 | 00:17:14 | with more to have those adventures all |
| 00:17:12 | 00:17:16 | right so that's just kind of a brief |
| 00:17:14 | 00:17:18 | example I didn't create this story map |
| 00:17:16 | 00:17:20 | okay this is this is something that I'm |
| 00:17:18 | 00:17:23 | sharing with you from from somewhere |
| 00:17:20 | 00:17:25 | else so again I think I've given you a |
| 00:17:23 | 00:17:28 | lot here to be able to understand |
| 00:17:25 | 00:17:32 | exactly how you create a brand story |
| 00:17:28 | 00:17:34 | from the brand identity that you should |
| 00:17:32 | 00:17:40 | have already gone through that process |
| 00:17:34 | 00:17:41 | with me so we looked at boom by Cindy |
| 00:17:40 | 00:17:43 | Joseph I'm not going to go over that |
| 00:17:41 | 00:17:46 | again we already really toked about how |
| 00:17:43 | 00:17:48 | how that how that worked okay and then |
| 00:17:46 | 00:17:49 | passing the bounce test all right this |
| 00:17:48 | 00:17:52 | has to do |
| 00:17:49 | 00:17:54 | with your story because you like you |
| 00:17:52 | 00:17:55 | don't you want to be able to answer all |
| 00:17:54 | 00:18:01 | three of these things to make sure your |
| 00:17:55 | 00:18:03 | brand is compelling okay so from this |
| 00:18:01 | 00:18:05 | story all right from basically somebody |
| 00:18:03 | 00:18:08 | needs to be able to see this story and |
| 00:18:05 | 00:18:10 | understand these three questions what do |
| 00:18:08 | 00:18:12 | you offer how will it make my life |
| 00:18:10 | 00:18:15 | better and what do I need to do to buy |
| 00:18:12 | 00:18:17 | it okay then and this bounce test is |
| 00:18:15 | 00:18:20 | basically if somebody can't look at your |
| 00:18:17 | 00:18:22 | brand and within a few seconds |
| 00:18:20 | 00:18:24 | understand these things by going to your |
| 00:18:22 | 00:18:28 | store then you have not done a good job |
| 00:18:24 | 00:18:30 | at artikulating what your brand is they |
| 00:18:28 | 00:18:32 | need to be able to go to your store so I |
| 00:18:30 | 00:18:35 | get you come here we can see what they |
| 00:18:32 | 00:18:37 | offer they offer cosmetiks okay how will |
| 00:18:35 | 00:18:40 | it make my life better well if I'm a pro |
| 00:18:37 | 00:18:42 | if I'm a woman that's ages 45 and up |
| 00:18:40 | 00:18:45 | it's gonna make my life better because I |
| 00:18:42 | 00:18:48 | can see that they are designing stuff |
| 00:18:45 | 00:18:51 | specifically for me okay and what do I |
| 00:18:48 | 00:18:54 | need to do to buy it well clearly they |
| 00:18:51 | 00:18:57 | have buttons all over here like store |
| 00:18:54 | 00:18:58 | join the boom club you know I'm sure if |
| 00:18:57 | 00:19:00 | I scroll down you would see that their |
| 00:18:58 | 00:19:03 | items are right there so within a few |
| 00:19:00 | 00:19:05 | seconds you can you can see exactly what |
| 00:19:03 | 00:19:07 | this brand is all about what do you |
| 00:19:05 | 00:19:10 | offer how will make my life better what |
| 00:19:07 | 00:19:12 | do I need to do to buy it I hope that |
| 00:19:10 | 00:19:15 | you've got some really good information |
| 00:19:12 | 00:19:18 | here about how you set up a brand story |
| 00:19:15 | 00:19:20 | and at this point now I feel like you |
| 00:19:18 | 00:19:22 | know there's a lot to a brand that's |
| 00:19:20 | 00:19:24 | trial and error and there are so many |
| 00:19:22 | 00:19:27 | good resources out there that you can |
| 00:19:24 | 00:19:30 | read on branding I personally I think |
| 00:19:27 | 00:19:33 | Jay Abraham is one of the best and also |
| 00:19:30 | 00:19:35 | just studying really good brands to to |
| 00:19:33 | 00:19:36 | look at what they've done how they've |
| 00:19:35 | 00:19:39 | created stories how they've created |
| 00:19:36 | 00:19:42 | marketing and this is the foundational |
| 00:19:39 | 00:19:45 | point right when you create your brand |
| 00:19:42 | 00:19:47 | identity and your value proposition and |
| 00:19:45 | 00:19:49 | then start to formally formulate your |
| 00:19:47 | 00:19:51 | brand story all of this is gonna |
| 00:19:49 | 00:19:54 | translate into the next parts where we |
| 00:19:51 | 00:19:56 | start to create your Shopify store right |
| 00:19:54 | 00:20:00 | well we start to actually take your |
| 00:19:56 | 00:20:02 | store and and turn all these parts into |
| 00:20:00 | 00:20:04 | tangible visible |
| 00:20:02 | 00:20:06 | things that people are going to connect |
| 00:20:04 | 00:20:08 | to it all right and that's why you have |
| 00:20:06 | 00:20:11 | to do all this first because if you're |
| 00:20:08 | 00:20:13 | just trying to randomly create a store |
| 00:20:11 | 00:20:15 | again you can do that but is it going to |
| 00:20:13 | 00:20:18 | be a sustainable meaningful brand |
| 00:20:15 | 00:20:21 | probably not right and unless you're |
| 00:20:18 | 00:20:24 | going through this process to really |
| 00:20:21 | 00:20:27 | think and do the research and and do the |
| 00:20:24 | 00:20:29 | homework that you need to do to to then |
| 00:20:27 | 00:20:32 | start building everything like I said we |
| 00:20:29 | 00:20:34 | went through all this and and and spent |
| 00:20:32 | 00:20:37 | weeks not now I should say weeks but |
| 00:20:34 | 00:20:39 | definitely we spent a lot of time going |
| 00:20:37 | 00:20:42 | through the process of evaluating and |
| 00:20:39 | 00:20:44 | thinking about and analyzing and |
| 00:20:42 | 00:20:46 | researching and writing and then |
| 00:20:44 | 00:20:48 | reiterating before we started to get to |
| 00:20:46 | 00:20:51 | the point of design and then the design |
| 00:20:48 | 00:20:54 | process was also a whole series of |
| 00:20:51 | 00:20:56 | starting the design and then evaluating |
| 00:20:54 | 00:20:58 | and reiterating and working on different |
| 00:20:56 | 00:21:01 | parts of the copy and the colors and the |
| 00:20:58 | 00:21:03 | layout and the logos and everything and |
| 00:21:01 | 00:21:06 | then finally getting the move into the |
| 00:21:03 | 00:21:08 | content so like it's it's a process a |
| 00:21:06 | 00:21:11 | series of steps that you have to go |
| 00:21:08 | 00:21:13 | through to build what I think would be |
| 00:21:11 | 00:21:15 | an amazing brand all right thanks for |
| 00:21:13 | 00:21:17 | watching in this video or I'm sorry in |
| 00:21:15 | 00:21:20 | the next video is where we're gonna take |
| 00:21:17 | 00:21:22 | all this now and start practikally |
| 00:21:20 | 00:21:23 | applying it to donate a Shopify store |
| 00:21:22 | 00:21:25 | from scratch |
| 00:21:23 | 00:21:25 | see that |
