Your brand isn’t sticking — and it’s your fault.
You’re sitting(or standing) there wondering why people scroll past your business like it’s invisible.
You’ve got a logo. You’ve got the product. Maybe even a website. But there is something missing.
Here’s the truth:
- It’s not the colors.
- It’s not the taglines.
- It’s not even the product.
It’s the story.
That’s the reason your favorite brands feel alive. They’re not just selling products; they’re selling experiences, values, and identities wrapped in a narrative that makes them unforgettable.
And I’m not just about to tell you what every other piece of content says about branding, this is raw.
The Invisible Force That Drives Brands
Here’s the part no one wants to admit: without a story, your brand is just stuff.
Take two companies offering the same product. Why do people pick one over the other? Price? Sure, sometimes. But more often, it’s the story.
People don’t follow brands for what they do. They follow brands for why they do it and how they can help them. They’re looking for meaning, for a way to see themselves reflected in what you stand for.
Think about Nike. They’re not just shoes. They’re “just do it”. They’re grit, perseverance, and triumph. That’s the story embedded into their identity, and it’s why they dominate.
So, let me ask you: What’s your story?
Stop Saying “We’re the Best”
Here’s the hard truth: saying you’re the best doesn't mean a thing.
Everyone says it. “We’re number one.” “Top-rated.” “The best in the market.”
But let’s get real: your audience doesn’t care. They care about how your story connects to their lives.
I’m not saying they are going to live life thinking about your brand but rather how your story connects to their life and how your product produces real results. This means while the story is important, none of it will last if you don’t have a great offer.
Start with this:
- Why do you exist?
- What’s the bigger picture?
- How can you help your audience?
If your mission is just “to sell products and make money,” you’re already losing.
Competition Isn’t the Enemy
You might think competition is your biggest problem. It’s your greatest asset.
Why? Because competition forces you to carve out your own space. To tell a story only you can tell.
People might say, “Brand X is just like Brand Y.” So you see, people often refer to businesses as similar, especially on a large scale. It’s common when the story is unclear. Your job is to make the difference obvious.
Here’s the path:
- Focus on your unique experience(deliver results).
- Show your values and personality(through content).
- Deliver something no one else it.
The Blueprint for Your Brand’s Story
If you’re feeling lost, let’s go to the basics. A strong story starts with the basics — what I, and many others, call the Brand DNA:
- Purpose: Why does your brand exist?
- Vision: What’s the future you’re building?
- Mission: What are you doing today to get there?
- Values: What principles guide everything you do?
Let’s be real. No one gives a damn about what these are but they don’t know what you know. These are the foundations of any successful brand.
This is more of an internal thing that keeps you grounded and not chasing one shiny object after the other.
Also, money isn’t a purpose. That’s a result. The purpose has to be deeper. Are you solving a problem? Creating a movement? Enabling change?
How to Craft a Brand Message That Sticks
This is where the magic happens. Your message isn’t just some statement you saw from a Hubspot article; it’s real. You have to tell it in a way that makes people say, “That’s exactly what I need.”
Here’s how I go about it:
- Start with your Brand DNA. Your message should align with your brand DNA.
- Refine. You shouldn’t settle for the first draft. The second one is always better. Write it. Question it. Rewrite it.
- Make it actionable(not a must). Don’t just tell people who you are — show them how you’re making their lives better.
When you nail the story and messaging, something fantastic happens: you start getting fans. People don’t just notice your brand — they feel connected to it.
Ready to Tell Your Story?
If this hits home and you’re ready to create a brand identity that gets noticed, I can help. Reach out via email at tifukelison@gmail or find me on LinkedIn.
And if you happen to still be reading, here’s my newsletter.
See you there.
