“Built to Scale” eCommerce Show

How To Use Real Storytelling To Create An Unforgettable DTC Brand Positioning

May 7, 2021

Today we’re joined by Darius Lukas, a master of writing and brand positioning. Darius has interviewed hundreds of entrepreneurs and has helped them create their own brand story, telling it in a voice that really positions their brand.

We’re diving deep into branding and positioning for eCommerce brands, and defining what separates mediocre eCommerce brands from the ones that see real success and make an impact.

On this episode:

  • [1:39] Darius introduces himself and elaborates on what he does.
  • [2:49] What branding is and why it’s important.
  • [4:47] Examples of creating a narrative around a brand.
  • [5:54] Why people resonate with the story aspect of branding.
  • [7:15] Why using stories to deliver important branding information works.
  • [8:18] How to tell a story as a brand (versus an individual).
  • [9:36] Why your brand needs to be about more than the product.
  • [11:08] Examples of brand origin stories.
  • [13:03] How to come up with an authentic brand story.
  • [14:50] Why it can take time to figure out your story, or even that you have one.
  • [15:18] Helpful practices and resources for creating your story.
  • [17:13] The next step after creating the brand origin story.
  • [19:32] Who is your origin story is actually for?
  • [20:29] How you translate your origin story into positioning your brand and marketing.
  • [24:04] Why Darius emphasizes the importance of storytelling in your business.
  • [26:10] Recommended reading if you want to learn about storytelling.
  • [26:41] The experience that underlies everything that Darius does now.
  • [28:06] The services that Darius is offering now.


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