Your Marketing Isn’t About You.
It’s About Your Customers and building a brand people actually care about.
When you look at the businesses that really stand out, it’s not because they shout the loudest or have the biggest ad budget.
It’s because people feel something when they see the brand. There’s a connection. Customers stick around not because they’re trapped, but because they actually want to.
That’s the difference between being just another business in the market… and being the one people talk about, recommend, and come back to.
So how do you get there and let your marketing actually cut through? Here are five principles that will flip the script and get you the results you’re looking for.
Key Principle #1. Lead with a story, not a sales pitch
People buy into stories, not slogans. Think about the brands you follow, chances are, you know a bit about their journey, their values, or the people behind them.
For you, it’s the same principle. Share where you came from, what you believe in, and why your business exists in the first place. The more human it feels, the more people want to be part of it.
Key Principle # Case Study: BrewDog
They didn’t just launch another beer company. They made it about rebellion, independence, and sticking two fingers up at “big beer.” Their story connected with an audience that wanted to feel like part of a movement, not just a transaction.
Key Principle #2. Build trust before you ask for anything
Trust isn’t built overnight. It’s earned little by little. And in a noisy world, the businesses that win are the ones who consistently give value before asking for the sale.
In business coaching, I see this play out all the time. The companies that give value freely, through events, advice, or even just a simple “how can I help?” — always end up with deeper customer loyalty.
Key Principle #2 Case Study: Gymshark
This brand didn’t grow by shouting “buy our gear.” They shared workouts, tips, and content that made their followers stronger, in and out of the gym. By the time people bought the leggings, they already felt part of something.
Key Principle #3. Stay consistent, even when it’s boring
Here’s the truth: most businesses don’t fail because of bad ideas. They fail because they can’t stick to the basics long enough.
The boring stuff; like showing up online regularly, delivering on promises, and keeping your message steady, is what builds recognition. Consistency is what makes people trust you.
Key Principle #3 Case Study: Innocent Drinks
Innocent Drinks really nailed this. Their tone, their design, their cheeky little jokes on the packaging, it’s been the same from day one.
That consistency made them memorable, even when dozens of other smoothie brands popped up.
Key Principle #4. Community beats customers every time
Customers buy once. Communities keep coming back. The real growth happens when your business creates a sense of belonging.
Your business might not be about running shoes or smoothies, but the principle’s the same. The more your customers feel part of something, the less you have to “sell” to them.
Key Principle #4 Case Study: Parkrun UK
It started as a free 5k run in a London park. Now it’s a global community event that brings millions together. No big ad campaigns. No pushy marketing. Just people who believe in the idea and bring their friends along.
Key Principle #5. Never stop listening and evolving
The market changes. Customers change. The businesses that last are the ones who keep listening and adapting.
As a business owner, it’s easy to think you know best. But when you step back, ask the right questions, and really listen, your customers will often hand you the roadmap for growth.
Key Principle #5 Case Study: Monzo Bank
Monzo didn’t just launch a digital bank and leave it there. They kept asking their community what features they wanted, what was missing, what would make life easier. That feedback loop turned users into loyal advocates.
Wrapping Up
When you flip your marketing from “me” to “you,” everything changes. Customers feel understood. They feel like you get them, and that’s when they buy.
Here’s a quick action list:
- Audit your current messaging: count the “we” vs. “you.”
- Rewrite one campaign with the customer as the hero.
- Pick a niche: talk to someone, not everyone.
- Create one piece of edutainment this week.
- Add a question or poll to start a conversation.
Do those things, and you won’t just build a business. You’ll build something people actually care about, and that’s where the real growth begins.
Take Action
So here’s the question, is your marketing about you, or about your customer?
Want help flipping the script and get complete clarity on where to go from here so that you can see the impact of customer -focused marketing and build a lasting brand?
Book a clarity call with me, and let’s build a strategy that actually connects.
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