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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)

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