How A Brand Story Can Help You Build A Profitable Business
Imagine being invited to an old friend’s home for dinner. The meal is amazing, the conversation flows easily from one subject to the next and you laugh and cry catching up on each other’s lives.
Knowing how much of a coffee connoisseur you are, your friend ends the evening with some freshly brewed artisan coffee. It fills the house with the smell of gorgeousness and slides down like oil on velvet.
The Hero’s Journey: Transform Your Website into a Customer-Magnet
Back home, you check out the coffee artisan’s website. It’s outdated, unclear, and fails to reflect the true success that brought you there. You land on the site and leave within seconds— forgoing the magic entirely.
For small business owners, this scenario is all too familiar. Your website is often the first interaction potential customers have with your brand. Yet if it doesn’t instantly communicate your value and invite engagement, it can feel like shouting into the void. The good news? A well-crafted brand story can change everything, turning your site into a powerful engine for growth and connection.
The Secret Sauce: Positioning Your Customer as the Hero
Maya Angelou famously said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” This insight underpins effective brand storytelling.
Your website isn’t just about showcasing your achievements; it’s about making your customer feel seen, understood, and empowered.
Just like in the beloved hero’s/heroine’s journey—think Dorothy, from The Wizard of Oz, Moana, from Disney's Moana or Katniss Everdeen, from The Hunger Games —your customers want to feel like they are on an epic quest. Your role? To guide them, equip them with the tools they need, and celebrate their transformation.
Here’s how you can harness the StoryBrand framework to transform your brand’s message and make your customers the heroes of your story.
1. Clarity Above All Else
Your website has a few precious seconds to grab attention and convey value. If visitors can’t quickly answer these four questions, they’ll likely move on:
Who you help
How you help them
The benefit you bring
What you want them to do next
For example, imagine you’re an entrepreneur searching for a web designer. You land on a site where jargon-heavy language buries the value.
Contrast that with a site that says, “We design websites for course creators that grows your business. Schedule a free consultation today.” Which feels more actionable?
At Certainly Nat, we specialise in making complex processes simple, crafting websites that reflect your success and resonate with your audience.
2. The Hero: Your Customer’s Story Matters Most
Too often, brands cast themselves as the hero of their story. But the real star isn’t you—it’s your audience. Consider their experience:
A Problem: A challenge or obstacle preventing them from reaching their goals.
A Desire: A solution that brings clarity, efficiency, or growth to their lives.
A Journey: The search for the right guidance or resource to help them succeed.
By focusing on your audience’s needs and aspirations, your messaging becomes a reflection of their journey. This empathy builds trust, fosters connection, and sets the foundation for meaningful engagement.
3. Speak to the Problem (and Solve It)
People seek solutions, not just products or services. To connect with your audience, articulate their challenges clearly and offer a way to resolve them.
For example, navigating a confusing or overwhelming process can feel frustrating. The fear of wasted time, effort, or money is a common concern. By addressing these struggles directly, you show that you understand their pain points and are ready to provide meaningful support.
Focus on delivering clarity and an efficient, straightforward approach that builds confidence and trust at every step of the journey.
4. The Guide: Trust and Expertise Go Hand in Hand
Remember Glinda the Good Witch of the North or Yoda in Star Wars? These guides empower the hero, equipping them to overcome challenges. Your business plays the same role in your customer’s journey.
Show empathy for your customer’s struggles and highlight your expertise in solving similar problems. You’re not boasting—you’re building trust.
At Certainly Nat, we take the stress out of website redesigns by combining technical skill with a customer-focused approach, so you can focus on running your business.
5. Create a Plan (of Action)
A clear, step-by-step plan helps reduce uncertainty and makes it easier for your audience to take action. Here’s a general example:
Step 1: Connect with us to discuss your vision and needs.
Step 2: Collaborate to develop a tailored solution.
Step 3: Implement and enjoy the results that drive progress.
By outlining an easy-to-follow path, you create a sense of direction and reduce hesitation, helping your audience feel empowered to move forward.
6. Clear Call to Action: Guide Them Forward
Strong calls to action are essential to inspire engagement. Make it simple and direct for your audience to take the next step, whether that’s reaching out, signing up, or exploring further.
As Donald Miller, the CEO and author of StoryBrand wisely says, “People do not buy the best products. They buy the ones that communicate the clearest.” Clear communication ensures your audience knows what to do and feels confident taking action.
7. Show Success (and the Stakes of Inaction)
Success is your customer’s destination: Imagine a professional website that reflects your brand, attracts your ideal clients, and drives growth.
Failure? A website that continues to fall short, leaving money on the table and your business stuck in neutral.
Your Website, Your Customer’s Journey
In today’s digital landscape, your website is more than just a digital storefront—it’s the beginning of a story that connects with your audience and inspires them to take action.
Ready to craft a website that puts your customers at the centre of the story? How will your brand’s next chapter inspire and engage your audience?
About Your Blogger, Certainly Nat
I know how overwhelming a website redesign can feel. That’s why I tell your Brand Story using Squarespace so you have a website that reflect your brand’s success while keeping the process smooth and stress-free. With a clear, streamlined design process, I’ll help you build a stunning site that looks great and drives business growth.