How To Brand As An Expert Without Being Stuffy

Cathy Goodwin
2 min readNov 11, 2023
Image by Joshua Woroniecki on Unsplash.

During a recent website review, the business owner told me, “I’m tired of being a me-too boring brand. But glitz and flash are so not me.”

Today, as it’s getting harder to stand out from the crowd, a lot of business owners are trying different variations of glitz, flash, and attitude. They got the message, “Branding means being different.”

It’s like that scene in the old movie, Legally Blonde, where the Reese Witherspoon character thinks she’s dressing up for a costume party. She’s different…but not sending the message of a serious-minded future lawyer.

In the world of entrepreneurial marketing, where the brand is YOU, you’ll find different ways to brand yourself. These brands are based on the five story archetypes of small business marketing. You can learn more about them in this free report here.

Other business owners go to the opposite extreme, with “safe” branding that doesn’t communicate anything. They come across as timid. Their copywriting seems to tiptoe.

So what’s a better way?

Some of the most successful marketers have managed to brand without the steps we normally associate with branding. They tell stories.

Some share their origin stories — the classic “how I got here” story. But others share stories about their customers or their services.

They’re branding invisibly. They come across as thought leaders to be taken seriously, but also as approachable, conversational and just plain fun.

I’ve identified 4 ways to brand your business with stories, citing case studies of successful branding.

You can download it here. It’s short. So please give it a quick read and let me know what you think.

And if you’d like to learn more about branding with your story, let’s set up a Strategic Intensive session. A comprehensive review of your strategy and a realistic view of the future.



Cathy Goodwin

Create a compelling marketing message that attracts your ideal clients through your unique selling story.