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When I started my business, I didn’t really think about branding. I figured that I had my logo, so I was good to go.

What the heck was a brand, anyway?

Certainly nothing that really affected my business, right?

Nooooottt reeeeaalllyyyyy.

In fact, in the back of my mind, I just thought that my brand was what I wanted my business to be. How I wanted it to look (i.e., logo/colors). How I wanted it to sound.

Along the way, I learned that that doesn’t even touch the surface. Sure, those are all parts of branding a business. But even more than that, your brand is how your business makes people feel.

Think about it.

Imagine Apple (and your precious iPhone). How does that brand make you feel?

If you’re an Apple person like me, it probably makes you feel better about yourself, more sophisticated, more connected, more technologically advanced. There’s a feeling associated with loving Apple products that makes its users feel superior to Android users.

That is good branding.

And that’s exactly what you need for your business. A good brand is an all-encompassing emotion that people feel when they think about your business.

teal graphic for addicted to marketing blog article about how to increase customer loyalty

Check out the episode below:

So what vibes do you want your business to give off? When your audience thinks of your brand name, how do you want them to feel?

We’re going to go through the steps for building your brand story to increase customer loyalty and immediately insert an emotion into your audience when they hear your brand name. Because that’s powerful marketing.

Why is storytelling so powerful?

Let’s face it: everyone loves a good story. Why not incorporate something like that into your brand marketing? It’s the perfect way to increase customer loyalty, by making them feel something about your business that your competitors simply don’t or can’t do.

In fact, Gary Halbert, author, marketing practitioner, and copywriter, said “Storytelling . . . good storytelling . . . is a vital component of a marketing campaign.”

Telling a story that represents your business’s back story, your mission, and your goals helps to create trust between your business and your customer. If you’re completely transparent and you represent your brand with a carefully crafted narrative, your customers will have no choice but to love you.

Stories do that. Stories make a person fall in love. They make a person feel things. They make a person care deeply and want to retell the story to their friends and family members.

And if you can create a brand story that makes your audience do that, you have a customer for life.

teal graphic images for a free workbook on building your brand story

How do you create your brand story?

Let me let you in on a secret. Every story has the same plot. Sorry to spoil every book and movie ever, but it’s true.

There’s a main character who has a problem and a guide who helps them get through it.

No matter what story you choose.

Star Wars:
– Main Character: Luke Skywalker
– Guide: Yoda

– Main Character: Cinderella
– Guide: Fairy Godmother

Harry Potter:
– Main Character: Harry Potter
– Guide(s): Ron, Hermione, Hagrid, but mostly Dumbledore

See? It fits every story.

And it’s the same plotline that your brand story needs to have.

Your customer is your brand story’s main character. They have a problem, and your business is the guide who helps them get through it.

You want to start by putting what your business offers into just a few short words. This is what you want to be known for.

What do you do? Create a sentence that encompasses your business mission entirely.

Then start focusing on your customer’s problem. People will remember your business if you solve their problem. In your brand story, you want to really pick at the pain points that your customers feel so that they start to think they simply cannot continue to live their lives until they’ve solved the issue.

That’s where your business comes in. Your business needs to be your customer’s guide. And you need to create a plan for how to get your customer to where they want to be.

This plan will get them to take action and help them to succeed.

Let’s dig a little deeper.

What does your customer want?

Knowing exactly what your customer wants is how you see success in your business and in your brand story. Imagine sitting in the movie theater watching Star Wars and having absolutely no idea what the main character’s goal is until the middle or the end.

You’d be bored to pieces. You’d give a bad review. You’d leave the theater.

Your customers will also be bored with your business if they can’t figure out immediately what it is you offer and how you can help them.

Imagine a potential client or customer lands on your website after seeing an ad or a Google search has made them aware of your business. They do a quick run-through and they’re like, “I don’t even know what this business does.”

They’re going to immediately hit the back button or exit out of your website, and you’ve completely lost that customer. They’re not coming back, I promise.

Don’t let that happen. Instead, be very specific on your website about who you are, what you do, who your audience is, and what problem you solve.

Take a look at my website.

screenshot of the Kev Charlie website, host of Addicted to Marketing podcast

The second someone lands on my website, they already know what it is that I do.

I help entrepreneurs make more & work less so they can spend more time with their loved ones.

What’s the problem? People are working too dang much for too dang little.

What’s the solution? Me. My business. Because I am able to guide those people towards becoming entrepreneurs, starting their own business, and making way more money while working a lot less of the time. So they can be with their families, be present raising their children, have more time for date nights, spend more time with friends, visit mom and dad, and so on and so forth.

You need to make sure your website, landing pages, social media pages, etc., lay out exactly what your business does to guide your customer towards their happy ending.


teal graphic images for a free workbook on building your brand story

How does your business help?

Now it’s time to create a plan or a framework for how your business helps to get your customer to their end goal, to where they want to be.

The best way to do this is to create a mass movement for your business. People don’t follow a business religiously, but they’ll follow a movement.

What do I mean by a movement?

Essentially, you want to create a place of hope for customers. A place that moves them towards the person they want to be or the life they want to have. More than just being a business, be a community, something that customers can align with what they want in their future.

Create a movement that helps people to believe that they can break their “impossible” goal, or show them that their goal really isn’t all that impossible.

Show them that your business is the solution, and your movement will help them get there.

Include these things within your brand story’s movement:


Give your audience a way to self-identify with your movement. Basically, give them a name they can call themselves.

For example, people within my Facebook group are called marketing addicts. It aligns perfectly with my podcast and group names.

A couple of well-known identities are associated with Clickfunnels and Lady Boss. Members and followers of Clickfunnels call themselves “Funnel Hackers” while members and customers of Lady Boss call themselves, well, “Lady Bosses.”

This is a great way to strengthen your brand so that people will tell their friends about your movement, and you can sell brand-related swag.


Before you start running in the opposite direction, a manifesto does not have to be political. In fact, it’s more of just a public declaration of intentions.

So create a manifesto that details the intentions that your business has in your industry, where you want to take your customers, and what your end goal is with everyone you work with.

To get an idea of what a good manifesto should look like, here’s a wildly successful one from Expert Secrets by Russell Brunson:

A Funnel Hacker is a new breed of entrepreneur. Smarter, leaner, faster, and free.

Funnel Hackers wage guerrilla war against the big brands…and win.

Funnel Hackers start without a safety net. “Venture Capital” is a four-letter word and “Bootstrap” is their middle name.

Funnel Hackers never go public, because their products serve the public not a board of directors.

Funnel Hackers never ask for permission and are never shackled to investors.

A Funnel Hacker creates value and puts ethics before conversions.

If you ask the MBA’s or look at your college text books, they’ll tell you that what Funnel Hackers are doing is impossible…yet it’s happening every single day.

Funnel Hackers define their own destiny, create their own luck, build their own empires, change the world.

Funnel Hackers are motivated knowing that they are just one funnel away.

I am a Funnel Hacker.

See? Doesn’t that just make you want to move towards something? Put together something similar for your own business following these guidelines.

Identify your movement. Who are you and where are you going?
Take a stand. What are you and your customers up against?
Say why you’re different. What separates you and your business from your competition? Why are YOU able to get your audience where they want to go, but your competition can’t?
What are you fighting against? What are your obstacles to getting to your end goal?
Rallying call. End on a strong note. Who are you? “I am a Marketing Addict!”

Put all of that together in your manifesto for your business’s solution and movement.

What does success look like?

Finally, end your brand story on a high note.

You’ve identified your customer’s problem and helped your audience realize why they can’t live with that problem for another second.

You’ve set up how your business can help, what that solution looks like, and what your movement is for your audience to join and follow along.

Now it’s time to show your audience the happy ending. Success. And what it looks like for you and your customers or clients who have made it to the end of the customer journey.

This gives everyone who starts to work with you something to look forward to. If you have tangible evidence of what success looks like, it’s easier to get people to really want it and to absolutely have to work with you.

There are several different ways to provide this:

– Testimonials
– Case Studies
– Photos of Happy Customers
– Photos of Your Life
– Social Proof

And other ways to visually show your audience what their lives could look like and feel like once they’ve gone through your plan of action and reached success themselves.

Once you’ve put all of that together, you’ve completed your brand story. Going through what your customer’s problem is, how your business is their solution, and what success looks like.

Because you don’t want your people to buy your product or service. You want them to buy your story. Because once they buy or identify with your brand story, you’ve got a loyal customer for life.

Ready to write your brand story? Download our workbook to walk you step-by-step through the creation process and use the fillable boxes to write your story as you go.

teal graphic images for a free workbook on building your brand story




These are the EXACT same steps I used to 10x businesses just like yours and generate new customers on autopilot!

it's free!
100% privacy guaranteed, no messin' around!