A pen set out on paper to craft a brand story

How to Craft a Unique and Compelling Brand Story For Your E-Commerce Company

As traditional legacy brands lose prominence, the lifecycle of successful e-commerce companies has become significantly shorter and developing an enduring brand has become much easier. The resources available to business owners empowers them to cultivate awareness and engender goodwill without investing heavily in conventional campaigns.

Digital marketing and social media are powerful tools for engaging with existing and prospective customers. However, what you choose to share is just as important as how you share it. Crafting a unique and compelling brand story is an integral part of successfully scaling your e-commerce business.

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What Your Brand’s Story Says About You

Your messaging should resonate with consumers in a way that encourages them to support your brand. This improves customer retention and boosts lifetime value in the long term, but also helps them get to know the individuals behind the business.

According to 5W PR, 71% of consumers prefer shopping with brands that align with their values. It’s no longer sufficient to be a big brand name; in order to earn customers’ loyalty, you must talk the talk and walk the walk. The following are four crucial components of crafting an effective brand story that will keep customers engaged and encourage them to keep coming back:

Corporate Philosophy

Consumers appreciate transparency regarding your position on issues that are important to them, so your brand’s story must reflect your beliefs and convey that you are an ethical, trustworthy global citizen. Give back to the community, support local causes, and engage with customers on an individual basis so they understand that you’re the sort of people they like to do business with.

Your Mission

Of course, your corporate philosophy should also be reflected in the day-to-day operations of your company. Demonstrate your commitment by sharing how the brand’s mission statement has evolved over time in service of your core values. It’s okay if you occasionally fall short, what’s important is that your actions are consistent with your messaging.


Community involvement is incredibly important, as 86% of consumers stated a company’s social responsibility factors into their decision to complete a purchase. Your brand’s story should highlight all the ways in which your business contributes to the community as a whole, from charitable contributions and sponsorships to speaking engagements and thought leadership.

Resonance In A Digital Medium

As an e-commerce operator, you must ensure your brand’s story appeals to a broad base of consumers from various backgrounds and cultures. Endeavor to understand your audience and curate your branded content to resonate with those who are most likely to continually support your business.

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The Payoff

An effective brand story essentially positions your business in a favorable light with consumers and helps you stand out from other e-commerce companies. It encapsulates everything that is unique about your brand in succinct, easily digestible copy that helps existing and prospective customers engage with your company on a more personal level.

The resulting brand awareness and goodwill are important factors in encouraging recurring purchases, which in turn helps achieve long-term sustainable growth. Positive growth is one metric that can dictate what your brand is worth in the M&A marketplace, so it’s always beneficial to distinguish yourself as a well-established, rapidly growing brand with a loyal following.

But most importantly, your brand’s story helps consumers (and prospective acquirers) understand what you’re all about as an entrepreneur. It is the gross sum of all your experiences, your crushing failures and resounding successes synthesized into a singular cohesive narrative that serves as a record of everywhere the company has been, as well as the places it has yet to go.

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The Story of Us

Global Wired Advisors was borne of a desire to help e-commerce entrepreneurs achieve successful high-value M&A transactions by providing uncompromising, sophisticated up-market representation throughout each stage of the business sales process.

Our team of experienced Investment Banking professionals has closed billions of dollars in transactions, and they leverage that expertise to secure the maximum value for our clients. We endeavor to provide institutional-caliber resources that sellers wouldn’t ordinarily have access to.

To that end, we offer extensive advisory services to our clients as well as the broader community of e-commerce operators.  Our managing partners regularly publish blogs and appear on podcasts designed to educate e-commerce business owners, helping them achieve their ideal exit.

Global Wired Advisors is proud to serve our community and provide world-class representation to our clients. If a strategic exit is on your horizon, please do not hesitate to contact us for a complimentary consultation.

About Global Wired Advisors

Global Wired Advisors is here to help you sell your Digitally Native D2C or FBA business. We are Mergers and Acquisitions specialists with over 50 years of combined experience in selling online companies. Try our Free Value Estimation Tool and see what your business is worth. We are committed to providing institutional-caliber service while earning our clients the highest value for their most important asset. Our team is standing by – click here to speak with one of our Advisors today!

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