Hello, guys! this is Kunle Campbell of the 2x eCommerce podcast, welcome to the show, this podcast is dedicated to strategic growth for online retailers. You can ask me questions on Twitter using the hashtag #2xecommerce, or I will cover specific marketing tactic geared to helping you sell more in your online retail store.

Today’s show is about the essence of a brand story. It circles back a few weeks ago, where we went for a road trip on the coast Wales. On our way there, we were hungry and I stopped by a service station to get some petrol or you call it gasoline and some food.

My wife and I try to stay away from standard takeaways like McDonald’s and KFC. However, this day was different, we were starving. So she said that she’s getting a KFC – she wasn’t sure if she was going to get one at the time though.

When she walked up to KFC to make a decision, she was greeted with a wall mural that is telling a story about how they are into animal welfare, all of their chickens are sourced from the UK and Ireland, they’re fresh (chickens does not stay at the restaurant for more than 48 hours), that they have healthier menus, etc…

The whole story was there and she was wow, these guys changed the game.

What I learned from it:

1. Tell your brand story.

Telling your brand story should be amplified through social media and traditional media like Facebook and TV ads.

2. Brand story is not an elevator pitch.

You are not talking about technical set of features but connecting to your “WHY”. I encourage you to read Simon Sinek’s book, Start With WHY.

3. Understand your “one thing”

Another good book is by Gary Keller, The ONE Thing. It made me minimal in my outlook to life. Everytime I do stuff, I connect it to my “one thing”. If you apply the philosophy to your business, you will understand the one thing that your customers want.

4. Put some reasoning in the creation of your brand.

Putting some reasoning in the creation of your brand, product, store, or company is an emotive part of marketing. It would reveal the human side of the company, your concerns and what you care about and how it connects to the product you make or sell.

Listen in to this episode to learn about:

• Telling your brand story
• That brand story is not an elevator speech
• Understanding your “one thing”
• Why putting reasoning in brand creation is important.