{"id":32353,"date":"2020-10-10T10:30:00","date_gmt":"2020-10-10T10:30:00","guid":{"rendered":"https:\/\/blog.resellerclub.com\/?p=32353"},"modified":"2026-04-22T09:42:19","modified_gmt":"2026-04-22T09:42:19","slug":"how-to-tell-a-story-with-your-online-brand","status":"publish","type":"post","link":"https:\/\/www.resellerclub.com\/blog\/how-to-tell-a-story-with-your-online-brand\/","title":{"rendered":"The Network Narrative: How to Tell a Story With Your Online Brand"},"content":{"rendered":"

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Let me ask you a question: What makes up a business\u2019 online identity?<\/em><\/p>\n

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It can often feel like we\u2019re underestimating just how much the internet has changed the way companies & stores operate. Whilst many business owners still talk about it as if it were just another tool to be used by companies looking to grow their audience, in actuality, it has altered the very fabric of the modern business landscape in ways that people across the marketing spectrum are still trying to fully grapple with.<\/p>\n

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The main way this change can be seen is through the dominating rise of social media platforms. These monoliths of the online world have knocked down the proverbial wall between companies and their audiences, and the space that wall once held is now the new grounds on which marketing specialists must build.<\/p>\n

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So, as more avenues open up for businesses and their customers to interact, the expectations of the customers change. This means that companies are, in turn, forced to sand away more of the problems that would have stayed easily hidden away in times gone by, such as in the case of Gloria Jeans. The previously ubiquitous Australian cafe franchise was boycotted after giving money to organisations<\/a> that rallied against LGBTQIA+ rights in a poorly-managed PR attempt.<\/p>\n

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Situations like this are why the 2010s saw services like the humble social media marketing agency<\/a> go from an odd luxury to an absolute necessity, as businesses slowly saw the reality that may befall them if they made a misstep.<\/p>\n

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So, to answer the question I opened this article with, a business\u2019 online identity is the story that comes from curating every tiny facet of your business for an audience that can now see it on full display. This may be a stressful reality, but with the right preparations, it\u2019s also one that can be used to your advantage. So, to help you make the most of this strange art form here\u2019s an introduction to the perks and possibilities of telling a story with your online brand.<\/p>\n

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Authenticity, Authority & Integrity<\/strong><\/h2>\n

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This is something that seems simple at first but has been the Achilles Heel <\/em>of businesses large and small taking their first steps into the online landscape. When you are bringing your business to your audience, you\u2019re not just trying to sell them on how wonderful your products or services are, but how wonderful your business is too. As much as you\u2019d like to think that success will come at the hands of a significantly superior product, the reality rarely tends to be that cut and dry.<\/p>\n

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Each potential customer that you are looking to win over has had to deal with low-quality eCommerce stores & companies masquerading as God\u2019s gift to their industry for years. So, while you may have the best product or service in your field, your customers have almost certainly had that falsely promised to them many times.<\/p>\n

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So, when you\u2019re marketing your brand online, the key things you need to sell are authenticity, authority, and integrity. It may sound like I\u2019m just throwing out buzzwords, but let me explain. A customer needs to feel good about the idea of buying something from your business, and they can only securely do that if:<\/p>\n

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  1. They believe your company isn\u2019t lying to them:<\/strong> Whether you\u2019re writing a novel or promoting a brand, plot-holes matter. If your Twitter says you\u2019re supporting a cause while your Facebook page suggests you\u2019re against it, you\u2019ve just lost both sides. For better or worse, people often think of a brand\u2019s online identity like a person\u2019s online identity, and nobody likes feeling as if they\u2019re being pandered or lied to no matter who is on the other end of it.\n

    Take the Volkswagen emissions scandal<\/a> as a perfect example. Volkswagen, who has become one of the world\u2019s leading car manufacturers on a platform of efficiency and quality engineering, was found to have been drastically fudging their emissions numbers. This was done through devices that could detect when efficiency checks were taking place and lower engine power to provide a healthier rating. Whilst this didn\u2019t spell the end for Volkswagen in the same way it would a smaller company, it cost them millions in fines and lawsuits, and has tarnished their reputation in ways they\u2019re still trying to come back from<\/a>.<\/li>\n<\/ol>\n

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    1. They believe your company is either a net neutral or net positive on the world for existing:<\/strong> People want to see themselves reflected positively in your brand. If there are two identical products and yours is known for being far worse for the environment than your competitor, even the most apathetic of consumers aren\u2019t likely to come to your aid. This goes the same if any forms of bigotry are associated with your brand.\n

      The #GrabYourWallet<\/a> campaign is a good example of brands seeing poor sales due to their associations. This primarily Twitter-based movement was started as a means of boycotting Trump-associated products in response to his now-infamous Access Hollywood tape scandal. This campaign grew quickly and has been credited in part with the subsequent shuttering of Ivanka Trump\u2019s fashion line<\/a>. This also came after many high-level retailers such as Neiman Marcus and Nordstrom ceased sales of the line\u2019s products, a move also influenced by the campaign.<\/li>\n<\/ol>\n

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      1. They believe that you believe in your own service or product: <\/strong>No matter what you\u2019re writing, you need to write with determination. People are going to be less inclined to believe that you have a high-quality product or service if you appear to be uncertain of its effectiveness. Your brand needs to be perceived as proud of its offerings because that\u2019s the mindset you want people coming into your website or storefront with.\n

        This is something that spans far further back than the internet age. A large part of Nike\u2019s success in the 90s came in the form of their Air Jordan campaign. Now considered by many to be one of the greatest advertising partnerships of all time<\/a>, this campaign saw the now-iconic sneaker brand partner with basketball icon Michael Jordan as a means of associating their brand with one of the best players the game has ever seen.<\/p>\n

        You can read more about the formation of that campaign <\/em>here<\/em><\/a>.<\/em><\/p>\n

        As you can see in the video below, this same association with greatness, power, and the world of basketball at large can still be felt, along with a recognition of their reputation as a consistent legacy brand. Air Jordan exists as a significant part of their story, and each time they bring out a new iteration of their sneakers, they add something new to that story that invites new customers while appreciating those that have been there since the beginning.<\/li>\n<\/ol>\n

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