How can you build a brand with the content you’ve written for your website? You can take those high-quality articles and repurpose them, to expand their reach. One way to build a brand is by publishing case studies, and you can mine material for them from that web content you’ve crafted.

Use Case Studies to Build a Brand

The first half of a case study is an account of a person, group, or business that has a problem. The second half consists of the solution to that problem.

Broken down even further, a case study consists of these four elements:

  1. Background Information: This is a description of the person of group that has the problem. Relevant information is that which applies to the problem, either directly or indirectly. The subject’s hair colour is not relevant unless your brand is a hair colour product.
  2. Description of the Problem: This part describes, in detail, the difficulty being endured, and how it affects other aspects of life or business. In other words, the problem shouldn’t just be stated – its reach should be defined.
  3. The Solution: This is the thing (product or service) that bring relief or solution to the subject’s problem. Of course, this is your brand, or a specific product or service provided by your brand.
  4. The Lasting Benefits: This is the happy-ending, follow-up portion. It should tell the readers how the subject’s life or business has been positively impacted, long-term, by your brand.

When you use an article you’ve written to inspire the writing of a case study, there are some writing nuances that should be taken into consideration. Here are some tips for writing case studies to build a brand:

  • Build a brand by building suspense. When you start out by presenting the subject and the subject’s problem, avoid hinting at the solution. Give your readers the same hopeless-situation feeling that the subject of your story is feeling. Leave room for them to start thinking of possible solutions on their own.
  • Show, don’t tell. This is a common piece of fiction-writing advice, and it applies to case studies, too. Rather than simply listing the emotions that your subject is feeling, demonstrate how those feelings look in everyday life.


  • Establish empathy in your reader. Both of the previous points contribute to this one. If you can drum up emotion within your reader, then the solution will bring real relief, simulating what your brand can do for that reader in real-time.
  • When the time comes to introduce the solution, be very specific about how the solution solved the subject’s problem(s). Spend some time here. You have put your readers through feelings of despair; now is the time to reward them with joy…courtesy of your brand. This is how you will ultimately build a brand in their minds, grasp mind share, and create a lasting impression.

A case study is a real-world example of how your brand can benefit your ideal clients, and a brilliant addition to your strategy to build a brand.

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