6 Branding Lessons from All Marketers Are Liars — and How They Can Grow Your Business
“Marketing is no longer about the stuff you make, but about the stories you tell.” – Seth Godin
If you’re running a small business, you’ve probably heard it a hundred times: “You need a brand story.” But what does that actually mean?
A brand story isn’t just a paragraph on your About page. It’s the entire experience a customer has with your business—your logo, your storefront, your pricing, your customer service, your website design, even the way you answer the phone.
Strong stories are consistent, believable, and emotional. They build trust and make your brand memorable. In his book All Marketers Are Liars, Seth Godin breaks down how storytelling drives marketing success.
Here’s how business owners can use these lessons to build stronger brands and attract loyal customers:
1. Your audience is defined by worldview, not demographics
Forget targeting “women 25–34” or “millennials with disposable income.” Customers make decisions based on what they believe and value.
💡 How to apply it in your brand strategy: Identify your ideal customer’s beliefs. Do they care about sustainability, luxury, or simplicity? Shape your branding and messaging, provide social proof to reflect that worldview.
2. It’s not enough to find the right people—they must also talk to each other
The most successful brands create brand communities. When your customers share your story with each other, your reach multiplies.
💡 Branding tip for small businesses: Build shareable moments into your customer experience. Create a tagline, packaging, or story that customers are proud to repost, review, or recommend.
3. “Safe is risky” — Pick a side
Brands that try to appeal to everyone end up being forgettable. Bold positioning builds stronger connections.
💡 Rebranding insight: Define what you stand for—and who you’re not for. When you take a clear stance, you attract the right customers and stand out from competitors.
4. People don’t buy the “best” product—they buy what makes them feel good
Customers often buy based on emotion and justify with logic later.
💡 Practical brand advice: Lead with the emotional benefit, not just the features. A café isn’t selling coffee—it’s selling comfort, energy, belonging, or even the chance to support a social cause in branding that matters to customers.
5. Expectations shape experiences
Every brand touchpoint shapes how customers perceive you. Your unique value proposition should be reflected in your brand identity design.
💡 How to use this in branding: If you want to be seen as premium, make sure your visuals, website, tone of voice, and customer service all deliver that same expectation.
6. Don’t try to change beliefs—tell a different story
Convincing customers that your competitor is wrong rarely works. Instead, align your brand story with what they already believe and offer them a fresh perspective.
💡 Brand strategy tip: If a competitor owns “eco-friendly,” position your brand around a different but equally compelling story—like “fast,” “authentic,” or “locally rooted.”
Final Thought
Marketing isn’t about pushing products. It’s about telling a story your audience already believes—and giving them reasons to share it.
👉 As a brand strategist and rebrand consult, I help business owners create story-driven brands that attract loyal customers and stand out in competitive markets. If you’re thinking about a rebrand or need a stronger brand identity, this is where the work starts.