Leveraging Brand Stories in Digital Commerce

Want to see brand storytelling done right? Etsy’s 20th anniversary "What it Takes"  campaign reminds us that being original, human-centric, and true to your values builds trust *and* stands out. Let's break it down... Devoid of traditional (and expected) branded flair, the campaign shifts attention to the creators—the users—and what it takes to produce the one-of-a-kind items that fill the marketplace. Instead of focusing on the highly-visual products, this quiet tribute celebrates the power of originally, the need for human connection, and the richness of craft through telling the stories of three makers. As Etsy CMO Brad Minor put it, this is about “celebrating originality” in a world that often prioritizes convenience. I often advise that content should educate, inspire, or entertain. This hits all three. Through a mix of in-person events, social video, and UGC, the campaign (by Orchard) successfully humanizes an otherwise intangible online space. In a great breakdown for DesignRush, Roberto Orosa surfaces three key lessons: 1. As mass production and AI-generated products grow more common, shoppers are increasingly drawn to brands that feel human and handmade. 2. By showing the hard work behind creativity, the platform shifts the narrative from product to process. 3. It’s one of the cleanest examples of how brand storytelling can focus not on what’s being sold, but on why it matters. 🌟 Takeaway: As trust becomes the biggest currency in brand-building, stories about your people, your purpose, and your process ensure you’ll never run out of original ideas. See the Etsy “What it Takes” campaign in action: https://lnkd.in/gSE4HYJ2 Full article via DesignRush: https://lnkd.in/gmFTzYDz Video credit: https://lnkd.in/g4rtY_cw

Some brands stick in your mind while most don’t. Why is that?   It’s because brands are about more than just the products or services you offer.   They’re about the stories they tell that connect with your target audience.   Behind every successful marketing strategy is a brand with a compelling narrative.   And it’s that narrative that breathes life into your business.   At a time when attention spans can be measured in nano seconds, powerful storytelling is “sticky” and will make your brand memorable.   Here are 4 ways you can use storytelling to build your brand:   ✅𝐒𝐇𝐀𝐑𝐄 𝐀 𝐂𝐑𝐈𝐓𝐈𝐂𝐀𝐋 𝐏𝐑𝐎𝐁𝐋𝐄𝐌 𝐘𝐎𝐔 𝐒𝐎𝐋𝐕𝐄𝐃   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: Warby Parker developed a compelling narrative by addressing the exorbitant price of eyeglasses and the lack of transparency in the eyewear industry. By blending style with low prices and providing a free pair of glasses to someone in need for every pair sold, they crafted a brand story around affordability, style, and, social responsibility.   ✅𝐄𝐗𝐏𝐋𝐀𝐈𝐍 𝐘𝐎𝐔𝐑 𝐈𝐍𝐒𝐏𝐈𝐑𝐀𝐓𝐈𝐎𝐍 𝐅𝐎𝐑 𝐁𝐄𝐈𝐍𝐆 𝐈𝐍 𝐁𝐔𝐒𝐈𝐍𝐄𝐒𝐒   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: Patagonia’s inspiration extends beyond profit. They are committed to environmental activism and sustainability. Founded by avid outdoor enthusiasts, the company’s passion for preserving nature and promoting responsible consumption has shaped their brand narrative and earned them a dedicated following of environmentally conscious consumers.   ✅𝐒𝐇𝐎𝐖 𝐇𝐎𝐖 𝐘𝐎𝐔’𝐑𝐄 𝐃𝐈𝐅𝐅𝐄𝐑𝐄𝐍𝐓   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: Trader Joe’s has set themselves apart from other grocers with a selection that features unique private-label products and a customer-centric shopping experience. Their flyers don’t promote sales but rather introduce exciting and intriguing new items that spark their customers’ imagination and keep them coming back.   ✅𝐂𝐄𝐋𝐄𝐁𝐑𝐀𝐓𝐄 𝐀 𝐂𝐔𝐒𝐓𝐎𝐌𝐄𝐑 𝐒𝐓𝐎𝐑𝐘   𝐄𝐱𝐚𝐦𝐩𝐥𝐞: IKEA’s Home Visits series showcases real-life homes and the creative ways customers have personalized their living spaces using IKEA products. They have built a brand narrative that inspires customers to re-imagine their own homes by finding inspiration in the stories of others.   Each of these companies demonstrate how compelling narratives and authentic storytelling can position a brand to be a source of inspiration, advocacy and/or meaningful experiences.   An authentic and relevant story can become your brand’s most valuable asset.   Think about the brands you love and what draws you to them. Chances are it’s not just what they sell, but the stories they tell.   Illustration: Unknown   Ring the 🔔 on my profile to follow Linda Goodman for marketing strategy and business development content.   #MarketingStrategy #Sales #BusinessDevelopment #EmotionalTriggerResearch #CEO #EmotionalIntelligence

Two brands sell the same product on a store shelf. But only one grabs your attention. Why? It's not because of the benefits or tagline. → It's the story behind that brand that hooks you. The story explains why it exists. It also tells its purpose beyond profits. See, people don't buy what you sell - they buy why you sell it. This creates and emotional connection. Stories are what forge those bonds. The best brands in the world use the power of storytelling. - #Nike collects inspiring athlete stories. They show struggle and triumph. The stories personify Nike's "Just Do It" mentality. - #Apple positions itself as the underdog revolutionary. It shakes up the tech world to "Think Different" and empower creativity. These brands could sell shoes and electronics. But they tell stories about championing society. They do it through their products. So, how can you give your personal brand a magnetic story? One that customers invest in? First, identify your values, vision, and ideals. These drive it beyond profit. What impacts or changes do you want to make in society? Next, look at stories from your founding roots. Also, look at customer experiences that show those purposes in action. Personal anecdotes bring your brand storytelling to life. Finally, make storytelling a pillar of all your branding and marketing. Weave those stories throughout your content, visuals, and messaging. In the end, your products and services alone. They likely aren't unique enough to stand out. But communicating your brand's purposes and visions through compelling stories? That's how real differentiation is achieved. I'd love to hear about the stories shaping your brand's identity.

A compelling brand story can turn customers into loyal advocates - here's why it works 👇 Imagine a small coffee shop in a bustling city, run by a family passionate about sourcing the finest beans from sustainable farms. Every cup of coffee tells the story of the farmers who grew the beans, the journey across continents, and the meticulous roasting process that brings out unique flavors. Customers don't just come for the coffee; they come for the story behind it. This is the essence of brand storytelling - creating a narrative that resonates with your customers on an emotional level. Many brands struggle to connect with their audiences because they focus solely on product features and benefits. However, storytelling allows brands to communicate their values, mission and the human element behind their business. It transforms a simple transaction into a meaningful experience. HOW ITS DONE 1) Authenticity: Share real stories that reflect your brand's values and mission. → Patagonia's commitment to environmental sustainability is evident in their storytelling. They share stories about their efforts to protect natural habitats and support conservation projects that resonate with their environmentally conscious customers. 2) Relatability: Create stories your audience can relate to and see themselves in. → Dove's "Real Beauty" campaign features real women and their stories, challenging beauty stereotypes and making their brand more relatable and inclusive. 3) Emotion: Tap into emotions to create lasting impact. → TOMS Shoes shares stories of how its "One for One" model provides shoes, water and other necessities to people in need. These emotional stories highlight the positive impact of each purchase and foster a deeper connection to the brand. 4) Consistency: Maintain a consistent narrative across all channels. → Apple consistently tells the story of innovation and creativity, from their product launches to their marketing campaigns, reinforcing their brand identity and fostering loyalty among their customer base. 👊 Share your brand story by commenting below.

"If your story is not your strategy, it's something that somebody else can come in and take from you quickly." Struggling to meet ambitious marketing goals in a resource-strapped environment? In our latest Marketing Heroes [Unfiltered] episode, Ryan Mattison reveals how strategic storytelling can be your secret weapon. Join me and Axel K. as we unpack: 📖 How effective storytelling goes beyond facts, involving narratives that capture a brand's essence and resonate with the audience's values. Ryan emphasizes the importance of crafting unique, strategic stories that align with customer needs and can't be easily replicated by competitors. 🤖 AI's role in personalizing brand narratives. Ryan explains how AI enables marketers to craft highly personalized stories based on customer data. He discusses AI tools like Jasper for customizable content outputs, advising: "Think about AI tools as what allows us to bridge that gap, to then do things faster." Ryan emphasizes using AI to augment human creativity, not replace it. 📊 The importance of real-time data analytics in marketing. Ryan advocates for continuous monitoring and quick adjustments to campaign strategies based on real-time signals and performance data. He states, "If you're waiting even a week to say 'I want to understand how my campaign performed at the end of that week,' you're too far behind." Ryan Mattison's journey in marketing has been remarkable, especially in his focus on leveraging storytelling, technology, and data to drive impactful results. This episode is packed with actionable insights on creating compelling narratives, adopting AI, and making data-driven decisions. Don't miss out! Tune in now: 🎧 Apple Podcast: https://lnkd.in/e68Svk3d  🎧 Spotify: https://lnkd.in/e-EbXXSh Curious about how AI-driven storytelling and data-driven strategies can revolutionize your marketing? Or want to share what you're doing and hear what else is being done in B2B marketing? 🔍 Set a call now: https://lnkd.in/ejFsnRbS