As an entrepreneur with a purpose, you’re not just out to grow your reach and bring home as much bacon as you can (although that’s a beautiful thing, too!).

You’re doing something that can impact lives in meaningful ways.

Whether you’re a coach, a consultant or don’t feel like labelling yourself, you simply want your business to make a difference.

I like to call it building a deliberate business.

But, as we all know, for your business to change the world you need an audience.

And to get an audience and build a truly loyal customer base, you need to have a compelling story to tell.

So, let’s address the five biggest mistakes in brand storytelling I’ve seen that can tank your marketing efforts and keep you from reaching your business goals.

Mistake #1: Positioning Yourself as the Hero in Your Brand Story

In the not-so-distant past, business owners were often told that they needed to establish themselves as the authority with their customers, first and foremost.

They were encouraged to talk about their achievements, experiences, past clients, years in business and their company’s origin story.

In other words, make themselves the hero of the story.

This, however, proved to be–well, wrong.

The thing is, our brains are looking out for us. It’s how we’ve evolved over hundreds of thousands of years.

Our brains look for resources that will help ensure our survival, and once that baseline is established, to help us live a good life.

So, when you tell a story of how your grandfather started the business? Not very helpful for your target audience’s survival.

But say that you’ve figured out a way to help me get my ADHD brain under control without medical intervention, and you can’t wait to tell me how?

You can almost hear your ideal customers’ brains tuning in.

In the last example, you’re positioning yourself as the guide to your customer—the hero.

By the way, this hero vs guide philosophy, albeit not new, was popularized by Don Miller in his book Building a StoryBrand, which I highly recommend, by the way (not an affiliate link).

Action Step

Analyze your current brand messaging. Find three places where you could shift the balance in your messaging towards your customer being the hero and you being their guide on this journey.

Remember, a compelling narrative starts with your hero’s challenge, followed by a summarized way of how you’ll solve it. 

Mistake #2: Not Knowing Your Customers Deeply

There are a lot of brands out there that don’t take the time to get to know their customers on a deep level.

They usually stop at “women in their 30s” or even worse, “everyone between 18 and 65 years of age”.

Why this doesn’t work is this simple statistic: there are about 650 million women in their 30s, and about 3 billion people between the ages of 18 and 65 online worldwide.

Which of these people do you intend to speak to, exactly?

The dog owners? The entrepreneurs? The parents? The cosplay enthusiasts? The flat-earthers?

If you don’t take the time to get to know your ideal customers on a deeply personal level, you’ll never build the emotional connection with them that drives your business success.

It’s also one of the main reasons for inconsistent messaging because you don’t really know who your ideal customers are.

Your ideal customers, by the way, are those who are not just the most willing to pay you, but also those who are the most fun to work with.

So, who are these customers for you? What distinguishes them from others? What keeps them up at night? What do they dream about? How do they speak? Where do they seek information? Whom do they trust?

You can truly never know your customers enough.

The depth to which you understand your customers is the measure of your competitive advantage.

That’s really it.

If you out-know your competitors when it comes to understanding your customers, that will give your business a major lift.

Once you have your ideal customer in mind, it will become so much easier to focus on storytelling tailored just for them and create a consistent brand identity.

The more deeply you know them, the more empathy you have for them and what they’re going through.

This not only helps you write the perfect story for your brand but also never leaves you guessing what is it that your ideal customer actually wants.

And then it’s just a hop and a skip to building a truly loyal customer base.

If you need help getting started with figuring out your customer persona, check out my other blog post on that very topic.

Action Step

In any way you can, whether via social media (e.g. Instagram polls), tapping into your email list (e.g. with a Google Forms questionnaire) or simply chatting with your existing customers in a face-to-face meeting, ask these 5 questions:

1. What do your customers look like?
2. Whom do they follow, trust and admire?
3. What do they believe in? What are their core values?
4. What do your customers like to talk about? What do they sound like? What words do they use to describe their problems?
5. How do your customers like to be spoken to? How are they on directness and tough love, swearing and humour, etc?

Mistake #3: Being Too Afraid to Be Clear

One of the obvious upsides of deep customer research is that you’ll know exactly what your target audience’s biggest struggles are.

This usually creates a very clear set of services or products that your ideal customer can’t wait to get access to.

And here’s a major mistake I often see my clients make in brand messaging: they’re too afraid to niche down and solve just one challenge for their customers.

We’re sometimes too afraid to commit to a single challenge because we’re afraid to choose the wrong one.

But here’s a visual: your brand should act like a lighthouse with a guiding beam.

If that beam is unclear, how will your audience find their way?

This will usually result in some unclear marketing waffle and ruin your chances of getting the kinds of conversion rates you’ve been dreaming of.

Because customers like clarity.

Such is human nature.

Especially when you’re starting out, there’s nothing better than figuring out the one challenge customers would hug you inappropriately long for to get fixed.

Failing to highlight the exact problem your product or service solves will have major implications on your conversion rates.

If your audience can’t identify the issue, they will very likely lose interest.

Examples of Defined Problems in Brand Storytelling

• Dropbox: When Dropbox launched, most people didn’t realize they had a problem needing Dropbox’s solution. Therefore, Dropbox’s early messaging focused on file-sharing frustration, making it easy for users to see the value of their service.
• Airbnb: Airbnb faced scepticism about staying in a stranger’s home. Instead of features, their messaging highlighted the desire for a personal travel experience, making it clear they were solving a significant problem.

Small Business Tip: Be Specific About the Problem You Solve

Consider a fitness trainer with a vague tagline like, “Helping you get fit.”

Even though it is indeed true, it doesn´t focus on the emotional triggers. A more impactful message would be, “Struggling to lose weight and feel confident? We provide personalized plans to help you achieve lasting results.”

This directly addresses a common issue, clarifying how the trainer can help.

Action Step

Identify the core problem your brand solves.

Write a concise statement that communicates this problem and how your product or service provides a solution. This clarity will help your audience recognize the value you offer.

Mistake #3: Failing to Show Customer Success Stories

One common pitfall in crafting an authentic brand story is not illustrating the success your customers can achieve with your product or service.

Imagine starting a new exercise routine without knowing what goals you’ll achieve. You might be pumped about the workouts, but without a clear vision of the results, staying motivated can be tough. The same principle applies to your brand messaging.

Showcase Success Stories to Highlight Customer Wins

Use testimonials, success stories, or descriptive language to paint a vivid picture of the success your customers can expect. By illustrating the end result, you help them envision the benefits and inspire them to take action.

• Peloton: Peloton doesn’t just sell a bike; they sell a healthier lifestyle. Their ads showcase real people achieving fitness goals, tapping into the emotional elements of community and empowerment.
• Slack: Instead of focusing solely on technical features, Slack emphasizes how better communication transforms workplaces. Their messaging highlights increased productivity, showing potential customers the success they can achieve.

Small Business Tip: Create Inspiring Messages

Think about a life coach who says, “I offer coaching to improve your life.”

While true, this lacks inspiration. A more powerful communication strategy would be to build some human connection with a message such as: “Imagine waking up every day with purpose, confidently pursuing your dreams. My coaching program guides you to unlock your full potential.”

This paints an inspiring picture of success, making the service much more appealing.

Action Step

Consider the success your product helps customers achieve. Create a vivid, inspiring description of that success, using real stories or testimonials. This helps your audience envision the benefits and motivates them to engage with your brand.

Mistake #4: Not Presenting a Clear Roadmap for Success

When you offer your solution, potential customers might doubt its effectiveness or, quite often, their ability to get the promised results.

To combat this, you can present them with a step-by-step action plan or roadmap as part of your business story.

Build a Clear Roadmap for Customer Success

Create a transparent, step-by-step roadmap that outlines the process customers will follow to achieve their goals. Break down the journey into clear stages, demonstrating how each step leads to the desired outcome.

This helps your potential clients visualize their path, reducing doubts and encouraging commitment.

How do some powerful brands use roadmapping in their marketing materials?

• HubSpot: HubSpot outlines a straightforward process for using their marketing automation tools. By breaking down stages—like creating content and measuring results—they make it easier for customers to understand how they’ll achieve their marketing goals.
• Weight Watchers: Weight Watchers presents a clear roadmap for weight loss through structured programs. They outline a process involving meal planning, tracking points, and receiving support, making it easier for customers to commit.

Small Business Tip: Offer a Clear Path

Consider a leadership mentor who states, “I will help you become a better leader.” This lacks clarity.

A more effective strategy would be to win customer loyalty with a message like: “First, we’ll start with a personalized assessment to identify your strengths. Then, we’ll come up with a tailored structure for our coaching sessions sessions focusing on the key areas from your assessment. Finally, you’ll be able to implement the actionable strategies you learned in our sessions, with my ongoing support.”

This clearly outlines the steps clients will take, making the process more transparent.

Action Step

Think about how to create a clear roadmap for your customers.

Outline 3-5 specific steps they’ll take to achieve success with your product or service, and use this roadmap to guide your messaging.

Mistake #5: Neglecting to Ask for Action

Here’s a big one! Imagine having an inspiring conversation that leaves you motivated but unsure about the next steps.

A challenge I’ve seen many of my clients have is that as a purposeful, no-nonsense, no-sleaze entrepreneur, it seems too pushy to say it out loud that “I want you to buy what I have to offer”.

If your brand messaging lacks a clear call to action (CTA), even the most compelling message might leave potential customers feeling inspired but uncertain about how to proceed.

That’s why successful stories always make it clear to your potential customer that if you want to get the results I’ve talked about so far, you need to take this action.

Create Compelling Calls to Action

Whether on social media, in your blog posts, while guest speaking on other people’s podcasts or anywhere else, make sure you have a CTA that directs your audience to the next steps.

This is you inviting them onto the journey with you, so you can give them the results that they’re looking for.

Ain’t nothing shameful in that!

For example:

• Shopify: Shopify uses CTAs effectively, with buttons like “Start free trial” guiding visitors to take immediate action. This straightforward path maximizes conversions.
• Evernote: Evernote’s marketing includes compelling CTAs like “Sign up for free.” By clearly stating the action and benefits, Evernote drives user engagement.

Small Business Tip: Make Your CTA Clear

Imagine a local veterinary clinic promoting services with, “We offer pet care.” This lacks direction. A more effective CTA would be: “Is your pet due for a check-up? Book an appointment online today to give your furry friend the care they deserve!”, and then a clear button to book. This clearly directs potential clients to take action.

Action Step

Incorporate a clear and compelling CTA into your brand messaging in your email campaigns, blog posts and social networks.

Outline the specific action you want your audience to take, ensuring your CTA is prominent and persuasive, aliging with your business goals.

Conclusion: Your Brand Story Matters!

By addressing these five common brand messaging mistakes, you can transform your narrative into a powerful tool for connection and engagement. Remember, effective storytelling isn’t just about you; it’s about how you help your audience become the heroes of their own stories.

If you’re struggling to create your brand story, feel free to book a call with me! I’d love to help you craft an authentic narrative that resonates with your audience.

So, take a moment to reflect on your brand’s narrative. Embrace the power of storytelling, create compelling narratives, and watch your audience become a community of passionate supporters.

If you feel stuck on any step of the way, I’m currently running a sale on my Straight Story Brand Audit Bundle for 75% off!

Click here to learn more about the method and get your audit + bonuses!