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Is having an awesome product or service enough?

Have you ever been in, or seen someone in this position: They have this amazing idea for an offering that they think for sure, will be popular with the crowds?

They get the funds needed, create the item and then… nothing. Tumbleweeds. Radio silence. 

But why? It’s a great offering, it can do amazing things and help people. 

Let’s get even more specific. Say you start your business with an amazing product or service and a few sales or clients roll in. But suddenly it all drops because a competitor has arrived on the market and is providing something equally as awesome. 

You scratch your head and wonder why they’re more popular than you. You’re more or less offering the same thing, in fact, your price might even be a little easier on the wallet. 

But then you decide to do some scouting, hop onto their webpage for a little recon. And after a while you discover something. 

The product or service you’re offering is very similar, but with one major difference. They have a compelling story being told throughout their content. One that speaks directly to the hearts and minds of a very specific audience (your audience). 


Why have a brand story?

These days, it’s not enough to just have an amazing offering. In this day and age where everyone is connected and sharing on social media is the norm, people want to know more. They’re always searching and looking for the “why” in things. 

Plus, the market is so saturated, you need something that gives your brand that extra bit of sparkle!

This is why you need a brand story. Because it explains the core of your business, what your purpose is and shows how you’re capable of solving your customer’s problems. 

By doing this, you bring heart into your business which helps to create more meaningful connections between your brand and your audience. 

The keyword here is connections. Forming an authentic connection with a customer helps to facilitate trust because they see you as someone who can fix their dilemma. This then leads into loyalty, which converts to sales, referrals and repeat business, essentially making them a raving fan of your brand. 

Because as social creatures who seek strong bonds with like-minded people, it makes sense that we would carry out that same pattern with brands. 

And this is what will set your brand apart from your competitors. Because humans are thinking and feeling. They make decisions based on emotions. So if your business doesn’t have that, then your only selling points are your prices and product features. 

But if your brand positions themselves in a way that is human and different from the stereotypical “cold, uncaring corporation”, then that’s an entirely different story. 

After all, to put it simply with a quote from the awesome Simon Sinek – “People don’t buy what you do, they buy WHY you do it.”


Where do you even start?


There are so many components that go into creating that kick-ass brand story. 

In a very short form, you need to firstly, determine your why. That’s asking yourself; What is my purpose? How can we help the world with what we do (your impact model)?

Secondly, understand your brand and product, ask how it’s different to a competitor’s, what problems does it solve for your audience?

Thirdly, you need to understand your customers. After all, how can you build an authentic connection with an audience you don’t even know? 

Check out this short video where our Founder, Luke Faccini talks about how important a brand story is and a structure to get started!

It is a lot to think about…

But after you get it down pat and start sharing your story, you’ll be able to attract the like-minded audience that you deserve. Which will get your profits rolling!


And this is what we want for you. 

So if you’d like to learn how to create that amazing brand-story to elevate your brand in the market, just check out this page here.

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Humbling Words From Awesome People

Our brand looks better than we could have dreamed and The Sponge team managed to squeeze so much meaning into it that our prospects really get a sense of how we can help them.
Darren Vardy
Insolvency Options
The Sponge have been outstanding to work with. Their expertise, dedication and outstanding quality of work is second to none. I am grateful for their input into the design of our brand and website.
Matt Malouf
The Fortune Institute
The Sponge truly immersed themselves into our business, our team and our culture to develop a brand that not only captured our essence but more importantly; expressed it to the world.
Mende Seljanovski
Enth° Projects
Love their vision, love their work and mostly love the team!
C. S. Chen
Claytan Australia
Luke and the team at the Sponge are truly artisans of their craft. They're AWARE, they DARE and DELIVER.
Claude Di Ciano
Richardson & Wrench Willoughby
Awesome design. Easy to work with. Jobs are completed quickly. Highly recommended.
Alexander Bont
Great creative proactive company. Could not be happier with the works they both provided and suggested. Now our go to company for branding.
Ross Thompson
JHA Engineers
Awesome company with awesome creativity. After working with them over 2 years, The Sponge has successfully turned me from a happy customer into a raving fan!
Jeremy Chen
Claytan Australia
High level strategic thinking and their creativity makes them stand out. Quick turn around time and reasonable price make them the winner every single time.
Syed Mujtuba
Crescent Wealth
A great vibe and energy brought to every project that The Sponge have led for me. Easy to work with, quick on the uptake of direction and prompt service. Will definitely be using The Sponge again and highly recommend.
Lucette King
NSW Department of Education
The Sponge team are great to work with. They translate your ideas and vision into something real and tangible and they truly want to make an impact to your business strategy with their valuable insights. We have been using them for over 10 years and would highly recommend their expertise.
M Levonian
William, Thyme & Prophet / Report Factory
Luke and the crew at the Sponge helped set up our Corporate image as it stands today. They were extremely helpful and patient. They took the time to understand our business and brainstormed with us some of the essential elements and came up with various images until we were happy with the final one. Can't recommend Luke and his team enough. Thanks again Luke.
Kim Lie Jom
Complete Health Chiropractic
I usually don’t believe in one stop shops, because of the inability to be great across many areas, but The Sponge truly are the one stop shop for brand creation, innovation and lead generation.
Mark Capelin
Tribe Social Fitness
I have had The Sponge involved in several IT based projects over my years working as a Software Developer. Each project has seen results that have exceeded expectations and I highly recommend them.
Shane Wisniewski
Wesfarmers Industrial and Safety
One of Luke’s talents is his ability to move people and organizations from the creative to the innovative, commercializing ideas and inventions.
Rodney Marks
Hoax Speaker
I recommend The Sponge’s services to new and established organizations who are looking to differentiate themselves from the “ordinary” and stand out from the crowd.
Annette Wright
InfoGenesis Pty Limited
The Sponge’s perceptive sensibility guarantees a perfect match between your business and its presentation to the world. They makes your values, ethics, goals, and the 'feel' of your business shine through every aspect of your brand.
Geoff Walker
Sydney Massage Time Pty Ltd
Branding is a familiar concept to comms & marketing professionals like myself. But it’s often a mystery to other staff, and for brand to be authentic, unique and indispensable they all need to be on board. This training helped me clarify branding to everyone in our organisation. Now they’re all part of the brand redevelopment crew, identifying and sharing stories that resonate with our values and purpose. Thanks, Luke, for launching our journey to uncover the brand that ‘comes from within’.
Avril Janks
Communications and Marketing Coordinator
We were in the middle of re-branding and wanted to know how better to market our product including how better to tell our story. This webinar provided practical marketing techniques, and rationale to explain the benefit of this strategy. The 'light bulb' moment for me was making the connection between the power of storytelling and marketing our brand.
Susan Perry
CEO CommunityGro
The Sponge is enabling small business to focus on essential elements of marketing/strategy. I used to go in circles and best guess engagement with customers; I didn’t understand my target market. The Sponge gave me a real wake-up call: To realise how much time and money I was throwing away for no return. The learning was interesting and interactive. Now, I feel in control and focused.
Sue Lea
Timely Business Solutions

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