In 2017, a tiny skincare brand called Glossier outsold a dozen big-name competitors on Shopify.
It didn’t happen because of sleek packaging or a $10M ad spend. It happened because founder Emily Weiss turned her struggle with acne into a movement women felt seen by. Her blog Into The Gloss became a cult following, not because of perfect content – but because it was real.
Most small brands obsess over branding. But the ones that win? They obsess over story.
Stop Leading with Your Product. Start with the Problem.
Most online brands are screaming, “Look at what we made!” But your customer is silently asking, “Can you fix what I’m dealing with?”
The brands that answer that question win.
Donald Miller said it best: “If you confuse, you lose.” The clearest story – the one rooted in pain, not product – is what cuts through.
Clarity isn’t sexy. But it sells.
Your Origin Story Is More Powerful Than Any Paid Ad
People don’t buy products. They buy people.
They buy missions.
They buy beliefs.
Emily Weiss didn’t try to look like L’Oréal. She showed up as herself – and customers followed her into a category she redefined.
You don’t need a 7-figure marketing team. You need to tell the truth – your truth.
Steal This Structure: The “Before / After / Bridge” Formula
Before: your customer is frustrated.
After: they’re thriving.
Bridge: your product gets them there.
Alex Hormozi calls this the skeleton of every powerful story. It forces you to stop describing and start transforming.
Nobody remembers the product. Everyone remembers the transformation.
A Pretty Logo Doesn’t Make You Memorable. A Belief System Does.
Most brands obsess over color palettes. The smart ones obsess over worldviews.
Liquid Death sells canned water – but it built a cult by selling rebellion.
Branding agencies will polish your image. But beliefs? Beliefs build loyalty.
Conclusion
Most small online brands think branding means looking the part. But in a world drowning in visuals, what people crave is meaning.
If you want to outsell the giants, don’t copy their polish. Tell a story that starts with struggle, ends with transformation, and is powered by belief.
The brands that win aren’t the best looking. They’re the ones that mean something.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.