Your Customers Don't Care About Your Brand
About this episode
Matt Edmundson discusses the importance of aligning brand messaging with customer stories through the concept of Story Overlap.
Most businesses build their brand messaging around themselves. Their logo, their history, their awards. But what if the only place your marketing actually works is the tiny sliver where your story and your customer's story overlap? Episode Summary In this solo episode, Matt Edmundson introduces the Story Overlap — a simple Venn diagram concept that reveals why most eCommerce messaging misses the mark. Through a live homepage audit of an accountant's website (with a we-to-you ratio of 2.6 to 1), Apple's iconic '1,000 songs in your pocket' line, and the Netflix headline formula, Matt shows how established brands have learned to shrink their logo and grow the customer's story. He then shares the transformation of Jersey Beauty Company, where understanding that customers were buying a gift for themselves — not just moisturiser — changed everything from packaging to salon imagery. The episode wraps with a practical three-step process for finding your own Story Overlap, supported by a free downloadable workbook. Key Point Timestamps: 02:30 - The Story Overlap Concept 06:15 - The Accountant Homepage Audit 11:00 - Apple, Netflix and the Verb Formula 15:30 - The Jersey Beauty Company…
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