Building a Brand Story Around Your Products
Standing out in today’s market requires more than just advertising your services. It’s about creating a compelling brand story, developing authority, and building trust with your audience. Below is a structured framework with steps to differentiate yourself and establish a strong, recognizable presence.
1. Define Your Unique Identity (Your Brand Persona)
Most people operate based on their “persona”—the version of themselves that blends in with societal norms. However, to stand out, you must define who you truly are and what makes you different.
Steps to Develop Your Brand Persona:
- Identify Your Core Values – What do you stand for? What principles guide your work?
- Clarify Your Mission – What is the impact you want to create in the world?
- Find Your Unique Point of View – Thought leaders are often contrarians; they go against the norm in a way that is both correct and insightful.
- Be Authentic – Share your experiences, challenges, and insights rather than just industry best practices.
Key Insight:
People don’t just follow brands—they follow people. Your personal brand should be an extension of your authentic self.
2. Shift from Selling to Serving (Create Value-Driven Content)
Most people use social media as a form of advertising, but audiences tend to ignore sales-driven content. Instead, focus on giving value first and positioning yourself as a trusted expert.
Content Strategy:
- Educate & Inspire – Share valuable insights, industry trends, and actionable advice.
- Engage & Entertain – Connect with your audience through stories, humor, and relatable experiences.
- Empower & Support – Offer free resources, tools, or frameworks that help your audience solve problems.
The 9-1-1 Content Method:
- 9 Value-Driven Posts (Tips, insights, case studies)
- 1 Personal Post (Your hobbies, experiences, or behind-the-scenes moments)
- 1 Direct Sales Post (A clear call to action: “Work with me,” “Buy my course,” etc.)
Key Insight:
By providing 9 times more value than you ask for, you build trust and authority, making your audience more receptive when you do make an offer.
3. Niche Down & Define Your Expertise
Trying to appeal to everyone leads to mediocrity and competition. Specializing allows you to charge higher rates and attract the right audience.
Steps to Finding Your Niche:
- Identify Your Market – Who do you serve? (e.g., startups, creators, corporate leaders)
- Determine Your Passion – What do you love doing? (e.g., branding, filmmaking, coaching)
- Find the Overlap – Where does your expertise meet market demand?
Example:
Instead of saying, “I’m a photographer,” say, “I help fitness brands create high-converting visual content that drives sales.”
Key Insight:
A well-defined niche makes it easier for clients to refer you because they know exactly what you do.
4. Develop & Document Your Process (Create Repeatable Success)
Clients want predictable, high-quality results. The more structured and repeatable your process, the more trustworthy you appear.
Steps to Create a Defined Process:
- List Your Steps – Document how you work from start to finish.
- Standardize Quality Control – Ensure consistency in your results.
- Publish Your Process – Share it through blog posts, videos, or guides to demonstrate expertise.
Key Insight:
Low variability in process = Low variability in outcomes. A clear, repeatable process reduces risk for clients and increases your authority.
5. Build Authority Through Teaching & Thought Leadership
Teaching is one of the fastest ways to position yourself as an industry leader.
Ways to Teach & Build Authority:
- Write Articles & Case Studies – Show your expertise through written content.
- Host Webinars or Workshops – Share your knowledge in live sessions.
- Create Mini-Courses – Offer free or paid educational content.
- Speak at Events & Podcasts – Expand your reach by sharing insights on platforms outside your own.
Key Insight:
People trust those who teach more than those who just sell.
6. Build a Personal Brand Separate from Your Business
People connect with people, not faceless companies. Even if you own a business, your personal brand should be strong.
How to Build a Personal Brand:
- Be Active on Social Media – Engage in conversations and share insights.
- Post Consistently – Stick to a content schedule (daily, weekly).
- Show Behind-the-Scenes – Let people see how you work and think.
Example:
Elon Musk has more followers than Tesla. Tim Cook has more influence than Apple’s brand page. Your personal brand can attract opportunities beyond your business.
Key Insight:
A strong personal brand amplifies your business’s growth.
7. Address Client Pain Points & Create Quick Wins
Most creatives focus too much on what they do, not on what clients fear or desire.
Steps to Address Client Pain Points:
- Identify Their Fears – What do they want to avoid? (e.g., wasting money, looking bad on camera)
- Clarify Their Dream Outcome – What do they truly want? (e.g., more sales, better branding)
- Create Quick Wins – Offer small, immediate solutions that build trust.
Example:
If your clients hate being on camera, create a “How to Look Confident on Camera” video guide to send before a shoot.
Key Insight:
Solving micro-problems early builds trust and positions you as the go-to expert.
8. Charge a Fair Price (And Define Your Value Clearly)
Many creatives undervalue their work. The goal is to charge what you’re worth while ensuring clients see the value.
Steps to Pricing with Confidence:
- Do Good Work – Ensure high-quality results.
- Charge Based on Value, Not Time – Price based on the transformation you deliver.
- Communicate Your ROI – Show clients what they gain (e.g., “This video will increase your conversion rate by 25%”).
Example:
If you charge $10,000 for a branding package that helps a company make $100,000 in revenue, the price is fair because the ROI is clear.
Key Insight:
Clients pay for impact, not just services.
9. Lead with Integrity & Play the Long Game
Integrity builds long-term trust and credibility.
Principles to Stand Out Ethically:
- Serve First, Sell Second – Focus on helping, not just closing deals.
- Be Honest About Fit – If a client isn’t right for you, refer them elsewhere.
- Deliver More Than Expected – Surprise clients with extra value.
Key Insight:
The best businesses win on reputation, not just marketing.
Final Thought: Be The Beatles, Not A One-Hit Wonder
Many businesses get lucky with one viral moment but fail to sustain success. Instead of chasing trends, build a repeatable, long-term strategy.
By focusing on value, niche expertise, authority, and integrity, you’ll stand out authentically and sustainably in your market.
Action Steps:
- Clarify Your Brand Persona – Define your unique voice and values.
- Adopt the 9-1-1 Content Strategy – Shift from selling to serving.
- Niche Down – Define your audience and expertise clearly.
- Develop & Publish Your Process – Build trust through transparency.
- Start Teaching – Share your expertise to build authority.
- Separate Your Personal Brand from Your Business – People connect with people.
- Solve Client Pain Points – Create quick wins that build trust.
- Charge Based on Value – Price your services appropriately.
- Lead with Integrity – Play the long game for sustainable success.
Remember:
Standing out isn’t about being louder. It’s about being different, valuable, and unforgettable.