Writing Brand Stories That Capture Customer Emotions

I built demand by talking less about myself. Wild, right? Turns out, most “authentic” content pushes people away. I learned this the hard way when I started building my brand. I used to think personal branding meant being real— So I shared my routines, behind-the-scenes pics, life updates. People liked it just fine... But they didn’t buy from it. Then I learned this: People don’t follow you for who you are. They follow you for what you help THEM become. So I stopped talking about me— And started talking to the version of THEM I used to be. Here’s what changed: 1. My posts stopped being digital diaries.        They became mirrors.        My litmus test for posting became, "Does this story connect with how my client feels NOW and where they hope to be?" (versus, "Will this be popular?")     2. I stopped trying to sound smart.        Instead, I focused on making people feel seen.        Sounding smart is an ego pursuit. It's about you, not your audience. Connecting is where the real value is.     3. I shifted from “here’s what I did” to “here’s what this means for you.”     That’s when I went from crickets… To DMs saying, “I feel like you wrote this for me.” The first article I got this about was a detailed one discussing how to build a brand without pissing off your employer. People LOVED it. I've since repurposed and updated it annually. (Let that be a lesson, too. When people say you really "got them" with your content, bookmark that post and repurpose it again and again) Don't forget: 1. Mirror your clients. Help them see themselves in your story. 2. Focus on being relatable, not just "smart." 3. Always keep the benefit to your reader front and center.

Let me say something that might get me kicked out of the marketing clubhouse: A lot of your messaging problems are really meaning problems. I’ve been on both sides of this, the executive war rooms debating word choice for hours, and the in-the-trenches moments trying to help people feel something again after their fourth webinar of the day. And here’s what I know: People don’t need more clarity. They need coherence. A real narrative doesn’t just “position” you. It places people inside your world. It helps them make sense of what’s happening, what’s changing, and what the hell to do next. I’ve built brand stories in some of the most exhausting, commoditized, and acronym-choked spaces around, and the only thing that’s ever worked is leading with a story that connects. Not sells. Not shouts. Connects. That’s the job now. Not perfect messaging. Not jargonless clarity. Connection. With conviction. A great narrative: Moves faster than your org chart. Helps your people explain what they do at dinner. Shows your customers they’re not alone in what they’re navigating. Keeps everyone, inside and out, anchored when the product pivots, the market shifts, or the next shiny AI tool hits the stage. I’ve had execs cry during message reviews. Not because it was emotional. But because it was true. Because for the first time in years, they could hear themselves inside the story. If your story doesn’t feel like it belongs to the people building your company? It won’t matter to the people buying from it. Narrative isn’t frosting. It’s the frame. And right now? It’s the only strategy that cuts through the noise without adding to it.

Branding is a first impression with a handshake When you first meet someone, if the conversation ends with your title and what you do, you won’t be remembered. You should share experiences and stories that show who you are. Here’s how I’d communicate your story 🧵 Start with your origin story Maybe it was a problem you faced that had no solution, or a passion that grew into a business. Remember those early days and the spark that started everything. Share the challenges and wins you faced along the way. When I started my agency, I wanted to help businesses navigate digital marketing. I remember working late nights, learning everything I could about the industry, and facing setbacks that made me question if I could pull it off. Each challenge only made me work harder. What are the principles that guide your business? These values should be in every aspect of your story. If customer service is your bread and butter, share stories of going above and beyond for clients. We believe in clear, honest communication with our clients. When a campaign didn’t perform as expected, we had an open conversation with the client and analyzed what went wrong. This honesty not only saved the relationship but also built deeper trust. Your story should highlight the impact you’ve had on your clients. Share specific examples of how your work has made a difference. These stories don’t just showcase your expertise—they show your commitment to your clients’ success. A great brand story connects on an emotional level. Go past facts and figures. You need to make your audience feel something. Whether it’s hope, excitement, or a sense of belonging, your story should create emotions that align with your brand. Your brand story should be consistently reflected in all your website communication and your social media. Look at this as an ongoing dialogue with your audience. We regularly share behind-the-scenes looks at our projects, client success stories, and personal reflections. Communicating your brand story is about living and sharing a narrative that connects with your audience. Start with your origin, highlight your values, showcase your impact, and always strive to connect emotionally. Be consistent and genuine, and your story will resonate. In the end, your brand story is what sets you apart. It’s the unique journey that only you can share. Take the time to craft it well and share it widely. Your audience is waiting to connect with the real, authentic you. Follow me at Kody Nordquist for more insights on business growth and storytelling.

✍ ❤️ How to build human connection and authenticity in your writing (even when content’s thin on the ground) Have you ever read a fundraising letter that feels... canned... same-same? Technically, the pieces are there. But something’s missing. Odds are, it’s Authenticity. In other words: Those fleshy details that breathe life into your nonprofit stories and fundraising appeals – and make them remarkably effective at sparking generosity and connection. But how do you build Authenticity when the content you have is... shall we say... less than perfect? Here are 3 tips I hope will help you [for more, see link at end of post]: 💌 Put yourself in the scene: --> Ask for audio and/or video recordings to accompany any interview transcripts. Then listen/watch for intonation, expressions, and even pauses, to capture in your writing. --> Study photos: are you witnessing a tender moment? What season is it? How does the light fall on your subject’s face? Does courage shine through? Look deeper: do you see scars, smiles, love, fatigue, fear? Use all your senses to build that world for your reader. 💌 Tap your own emotions and experiences: --> Ask yourself: ‘Is there an emotion or an experience I can draw from to walk a mile in my beneficiary’s shoes... to hope their hopes, and dream their dreams?’ Just that bit of extra time to search your own emotions and experiences can build a bridge for your supporter to cross into your story, and make a massive difference. [Important: if triggering, use the other tips here and in the link below. Emotions are tough territory.] 💌 Look for little loves: In all the background content I receive, I’m scanning for little loves. You’ll know little loves when you see them -- instantly you view your story in a new light: A girl who made her own doll out of sticks and found scraps of cloth, to replace the one she lost with her home... or a world-class surgeon who visits the floor where patients take their first steps in recovery, every evening before going home, for example.  Note: To find little loves, you can also ask fleshier questions: - Ask about companion animals, breeds, and names - Ask about favorite colors, dreams, best days, tough moments, memorable times - Ask if there's one thing your interviewee could tell supporters, what would it be? - Ask about personality traits, heroes and mentors, favorite quotes The point is, real is rare. And even when you don't have a ton of detail to work with, you can look for even the tiniest gem to help you bring out as much of that humanity and authenticity in your writing as you possibly can. === Find more authenticity builders in the last issue of my newsletter: https://lnkd.in/edxWvVNn And for more on effective fundraising writing, and nonprofit storytelling, I send new stuff every two weeks if you’re on the list 😊 lisasargent.com/newsletter

B2B buyers don’t trust customer stories from vendors. And honestly? It’s on us. We make them too polished. Too perfect. Too good to be true. When was the last time you saw a customer story with average results? Ever seen a Forrester TEI report featuring a customer who barely broke even? I'll wait. I’ve been in this game long enough to know how it works: - You beg Customer Success for an introduction - You keep annoying the customer until they’re too tired to say no - You write the whole thing ourselves because it’s faster and easier that way Then you slap on an outrageous, over-the-top, infomercial-level claim like “increased ROI by 7000%” and call it a day. Buyers see right through ALL of that. They want customer stories that feel real. Stories that actually sound like the person who lived them. In my last role, I remember trying to get a customer to agree to a case study. They shut it down immediately because they knew how much time and how many hoops they’d have to jump through for internal approval. That alone made it a non-starter. “How would you explain this to your team in a quick Slack message?” Ten minutes later, I got three sentences (written in their own words) about how the tool completely changed their workflow and helped them land a promotion they’d been working toward all year. We shared it exactly as they wrote it. And it outperformed every overly polished case study we’d ever created. Trinity Nguyen💎 nailed it: the best customer stories aren’t written by marketers. They’re screenshots of LinkedIn posts, Slack messages, or email replies. Actual proof from customers. Because that’s what buyers trust.