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How can two companies make or sell the same product, and one be far more successful than the other?

The amount of information that our target customers have access to is beyond overwhelming. How can a brand, vying for our ideal customer’s attention, stand out, be discovered and be engaged with by the right people?

The answer to that question is brand storytelling, and that’s what my March Intrepid content blitz is all about.

Storytelling is the gas on the fire that is branding. It’s what allows one brand to rise above another that sells a similar or even identical product or service. Humans have been telling stories for as long as they have been around. Storytelling creates emotional connection when done authentically and creatively.

When a brand does a stellar job with its storytelling, it captures the why in a way that makes the ideal customer the absolute hero (or heroine) in the story.

Storytelling is the one thing that brands must get right if they want a consumer’s attention. In fact, I have a completely free webinar on the subject coming up very soon, where I go into real depth on the steps required to craft your perfect story. But today, on this solocast, I’m giving you the nuts and bolts of what you need to know to get well on your way to crafting your perfect brand story, and taking your consumer interaction, engagement, and rabid-fan-behavior to the next level. Get ready to go big with brand storytelling on this episode of Intrepid Entrepreneur!


Bravery in Business Quote

“People buy your products/services because you’re handing them a promise that things can be better for them.” Kristin Carpenter-Ogden

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The Cliff Notes

  • The storytelling around the “why” differentiates two companies that sell the same product, and often makes one more successful than the other
  • It’s essential that every brand have a story behind what it does
  • In a world where everyone is competing for attention, your target customer is being overwhelmed with information all the time. Your story is how you stand out from the crowd
  • Brand storytelling allows your customer to feel like they’re part of your brand
  • The more you can make your story human, the more your customer will be able to relate to it
  • Your avatar (ideal customer) should be the hero of your brand’s story
  • People buy products because we’re handing them a promise that things can be better for them, helping them to become the person that they want to become
  • Include a beginning, middle and end in your brand story, to help you bring your customer along, and allow you to have a staggered story experience
  • Amazon’s first pillar (out of the Four Pillars of Amazon): Ask yourself: Will you be in the business of helping your customers buy, or trying to sell them hard?


“Use storytelling to create a fanbase of loyal fans and followers, which can’t help but turn into sales for your business.” – Kristin Carpenter-Ogden

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Habit for Success

Take time to craft and continually revise your brand’s story, always making your avatar (ideal customer) the hero.



March Free Webinar: Nailing Your Brand Storytelling

Book: “The Business of Belief: How the World’s Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs and Other Leaders Get Us to Believe” by Tom Asacker

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