How to become an authority in your industry
The Untold Secret to Building Brand Loyalty
ISSUE #96
Let’s face it: we’re drowning in brands.
TOGETHER WITH
▼
Let’s face it: we’re drowning in brands.
Walk down any aisle, scroll through any feed, and it’s one endless parade of logos, colors, and slogans all begging for attention.
So, what makes one brand cut through the noise while others get lost in the sea of sameness?
It’s simpler than you may think.
Stories!
The secret sauce to standing out isn’t just having a catchy tagline or a slick logo. It’s about telling stories that make people feel something. Think of Apple’s “Think Different” or Nike’s “Just Do It.”
These aren’t just campaigns.
They’re movements powered by storytelling.
And one of the best frameworks out there comes from Donald Miller’s “Creating a Brand Story.”
Miller suggests that you, dear marketer, are not the hero—your customer is.
Your job?
Be their trusted guide, helping them through their journey with your brand as the magic wand they need.
Let’s dive in 
TOOL OF THE WEEK
Track Every Social Mention, Press Hit, & Backlink Across The Web
Get real time updates on how far your marketing efforts are reaching and the impact of each mention, feature, and link your business earns.
Take the mystery out of organic and social marketing results.
Try it free for 7 days now!
Get The Most Out of Your Brand’s Reach Now →
DEEP DIVE –
Part 1:
Nail Your Core Message
Every memorable brand has a purpose that goes far beyond what they sell.
It’s not about the product; it’s about what you stand for. It’s about the mission that drives your brand forward—the reason you wake up and grind every day.
To uncover this, ask yourself:
- What’s the ultimate purpose of your brand?
- What problems are you solving for your customers?
- What makes you different from everyone else out there?
When you find these answers, you’re crafting a narrative that resonates deeply with your audience.
Examples of Purpose-Driven Brands
Ben & Jerry’s: “Peace, Love, and Ice Cream.”
Ben & Jerry’s purpose is rooted in social justice and activism. From supporting climate action to advocating for racial equality, they align their brand with values that matter to their customers. Their storytelling is infused with a sense of humor and authenticity that makes the brand relatable and memorable, while also championing important causes.
Ask yourself: How can your brand use its platform to support social causes that align with your values?
LEGO: “Inspire and Develop the Builders of Tomorrow.”
LEGO’s purpose is all about creativity and education. They aim to inspire the next generation of innovators by promoting learning through play. Their campaigns go beyond selling toys; they create a narrative about nurturing imagination, problem-solving, and collaboration. Whether it’s partnering with NASA or promoting sustainable materials, LEGO builds stories that reflect their commitment to fostering growth and curiosity.
Ask yourself: What larger impact does your brand aim to have on its community or the world?
Guinness: “Made of More.”
Guinness is a beer brand, but its storytelling goes deeper. The “Made of More” campaign celebrates people who are defined by character, resilience, and determination. Guinness tells stories that resonate with a sense of community, courage, and camaraderie. By linking their product to larger-than-life values, Guinness creates a sense of purpose that goes beyond a pint of beer.
Ask yourself: What values does your brand embody, and how can they shape your storytelling?
Sephora: “Beauty for All.”
Sephora stands for inclusivity and empowerment in the beauty industry. Through initiatives like the “Sephora Accelerate” program that supports female founders and their commitment to diverse representation in their campaigns, Sephora is building a brand story that celebrates all forms of beauty. They don’t just sell makeup—they promote confidence, individuality, and self-expression.
Ask yourself: How can your brand make a statement about inclusivity or representation?
Yeti: “Built for the Wild.”
Yeti’s purpose revolves around adventure and the great outdoors. They market their products not just as durable coolers or drinkware but as essential gear for extreme adventurers, hunters, and nature enthusiasts. Their stories focus on rugged landscapes, intense challenges, and the people who thrive in them. This appeals to customers who identify with a love of the wild and an adventurous spirit.
How to Make Your Brand Mission Work for You
When your brand stands for something beyond just profit, you invite your audience to be part of a bigger narrative. This is how you build a story that lives and breathes across social media, ads, emails, and every other channel. A story that’s strong enough to inspire loyalty, advocacy, and lasting connections.
Now it’s Your Turn.
What’s the story that’s uniquely yours? Define it, live it, and let it become the heartbeat of your brand.
Part 2:
Make It Relatable
People don’t connect with brands—they connect with people.
Real people, with real struggles, triumphs, and everything in between. So, tell the story of your customer, not yourself.
-
Highlight Real Characters: Whether it’s your team, your customers, or even your founders, put them front and center. Make them real, relatable, and relevant.
-
Show Real Situations: Illustrate how your product or service has made a difference. Talk about the problems your audience faces and how you help them overcome those obstacles.
-
Tap Into Emotion: Find that sweet spot where your brand’s values meet the emotional needs of your audience. It’s not about manipulation—it’s about connection. Whether it’s hope, joy, frustration, or relief, get those feelings flowing.
When your customers see themselves in your story, they don’t just buy—they buy in.
BUILDING YOUR STORY FRAMEWORK
Start with a Hook: You’ve got seconds to grab attention. Use a killer stat, a mind-boggling fact, or a question that hooks them in. For example: “What if your morning brew did more than wake you up?”
Create the Journey:
-
Outline the Challenges: The pain points. The frustrations. The hurdles your audience faces every day.
-
Provide the Solution: Here’s where your brand steps in as the guide, offering the magic key to solving their problems.
-
Celebrate Milestones: Show off real transformations, wins, and stories of success.
End with a Bang: Make your conclusion memorable. Give a powerful vision of what’s possible, a call to action, or a bold statement that sums up your brand’s impact.
Part 3:
Visuals Are The New Words
Let’s get visual, visual… 
(Sorry, not sorry, Olivia Newton-John.)
You can tell a thousand stories with just one image or video.
Use visuals to make your story pop on every platform. Think user-generated content, behind-the-scenes snippets, or quick, engaging reels that amplify your message.
GET YOUR STORY OUT THERE
Crafting an epic brand story is only half the game.
The real win? Getting it heard.
Here’s how:
-
Website: Give your story a home base. Dedicate a section of your site to it, complete with high-quality visuals, testimonials, and updates.
-
Social Media: Break your story down into bite-sized pieces that are shareable, snappy, and visually appealing. Think IG reels, TikTok, X (formally Twitter) threads.
-
Email Newsletters: Your subscribers are your inner circle—keep them in the loop with regular updates on your brand journey
Semrush can reveal what your competitors are saying, and more importantly, what they’re not. Use this insight to position your brand story in a way that stands out and captures your audience’s attention. Get your free trial here.
STORIES THAT STAND OUT: WHO’S DOING IT RIGHT?
-
Nike: “Just Do It.”
Not just a slogan, a call to action that taps into every athlete’s desire to push their limits. They use stories from everyday athletes to Olympians, showing that greatness is a mindset. -
Airbnb: “Belong Anywhere.”
More than just a booking site. It’s about connection, community, and experiencing the world like a local. Their user stories make travelers feel like they’re part of something bigger. -
Dove: “Real Beauty.”
Forget the airbrushing. Dove focuses on real women, with real stories, promoting self-esteem and inclusivity. It’s less about products, more about empowerment.
FINAL THOUGHTS
Your brand story is about connecting, resonating, and making a lasting impact. So, get clear on your message, tell stories that make people feel, and spread them far and wide.
Because when your story sticks, so does your brand.
TOP GROWTH PICKS
The “Easy Button” for Getting Results From PR & Media Relationships
Use Kompyte to automatically stay on top of all the key intel on deals and competitors you need to have the inside edge on closing your most important deals.
Start A Free Trial of Prowly Today
Want to See Past Issues of the Growth Memo?
Check out our web archive for a catalog of recent issues!
Keep Tabs On Your Competition 24/7
Never be caught off guard ever again. EyeOn gives you a dashboard that allows you to monitor competitors ads, websites, blogs, and social media accounts in real time.
Thanks for reading
Thank you for reading today’s Growth Memo! We hope you enjoyed it.
See you in a few days!
FOR MARKETERS
WHO ARE READY
TO GROW.
[wpforms id=”179″]
Written By:
At Growth Memo, we are strongly committed to protecting your privacy and providing a safe & high-quality online experience for all visitors. We understand that you care about how the information you provide to us is used and shared. We have developed a Privacy Policy to inform you of our policies regarding collecting, using, and disclosing information we receive from our Website users. Federal Filing operates the Website. Our Privacy Policy, along with our Terms & Conditions, governs your use of this site. By using https://www.TheGrowthlMemo.com/ or accepting the Terms of Use (via opt-in, checkbox, pop-up, or clicking an email link confirming the same), you agree to be bound by our Terms & Conditions and our Privacy Policy.
Suppose you have provided personal, billing, or other voluntarily provided information. In that case, you may access, review, and make changes to it via instructions found on the Website or by emailing us at team@thegrowthmemo.com. To manage your receipt of marketing and non-transactional communications, you may unsubscribe by clicking the “unsubscribe” link located at the bottom of any marketing email. Emails related to the purchase or delivery of orders are provided automatically – Customers cannot opt-out of transactional emails. We will try to accommodate any requests related to the management of Personal Information in a timely manner. However, it is not always possible to completely remove or modify information in our databases (for example, if we have a legal obligation to keep it for specific timeframes). If you have any questions, reply to this email or visit our Website to view our official policies.
