Brand stories are a great way to connect with customers and build loyalty. They don't have to be long or epic, but they should be authentic and human.
With the right narrative, you can tell your audience why they should care about your brand, give them a reason to engage with you, and help differentiate your business from other options.
This article explores some examples of brand stories from significant companies and how you can use them to inspire the narrative for your business.
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6 Best Brand Story Examples
Your brand story must be authentic, inspiring, and memorable to stand out from the saturated market.
The best brand stories are honest, human, and relatable. They might even evoke an emotional response.
Let's look at some of the best business branding story examples online and see how you can apply these principles to your brands.
Google is an excellent example of a company that has realized the importance of storytelling. This year, they published a case study discussing how they've developed their "Telling our story" Initiative.
The initiative is a response to the fact that people now look for products and services based on their potential to solve a problem, not the name of the product or how many features it has.
Customers today want to hear a narrative, so Google has been working on telling stories about the potential their products have to solve the world's problems.
They've also been developing storytelling workshops, so their employees can better understand how to tell a story. Google doesn't sell products, they sell ideas, and they're doing it very well.
The Apple narrative is a classic example of how a brand story can be a source of great inspiration. Apple’s brand story starts with “Think different.”
It goes something like this: There was a time when computers were large and cumbersome, and only companies and a few other entities could afford to purchase them. Then came Steve Jobs, who had an idea to change the course of technology.
His vision became Apple Computers, Inc., a company that would influence the course of technology for decades.
The rest, as they say, is history.
Apple has used its brand story as a marketing tool for so many years that it's easy to forget that it all started as a straightforward narrative.
Now, the story is so deeply ingrained in their culture and product that it's impossible to ignore. Apple's brand story has worked very well for them.
It's easy to recall the narrative, and the story inspires people to think differently about Apple products.
Despite being one of the most well-known music-streaming services, not many people outside the tech world have heard of Spotify.
It's one example of how a company can get swept up in a wave of marketing without having a clear and compelling brand story to which customers can relate.
Spotify is trying to change that by creating a brand story that's clear and easy to understand and that also reflects the core values of the company.
The narrative is that music unites the world, and Spotify is trying to ensure that everyone can easily access and enjoy music, no matter where they are or what device they use.
Spotify also has a team of brand ambassadors who travel the world and share their stories with fans and potential customers.
The ambassadors ensure that everyone knows what Spotify is all about and how it can improve their lives.
4. Warby Parker
Warby Parker is another example of how a brand story can inspire people to try a new product. Their story begins with the idea that getting your eyes examined and buying glasses can be expensive, especially if you live in a rural area.
Warby Parker wanted to change that by making it cheaper for people to get new glasses while also allowing them to choose their style without being pressured to buy a more expensive pair.
The company uses its story to inspire people to try their glasses, and it's working very well for them. Customers can relate to the narrative, encouraging them to take action.
Warby Parker is also actively working to spread its narrative by writing blog posts and sharing its story on social media.
Their story can be found on their website and social media, making it easy for people to understand and get excited about their product.
Zendesk is a company that provides customer service software, but they're also a great example of how a brand story can be helpful when marketing a complex product.
Their story begins with “Let’s get real,” and it's about how their software solves real-life problems that people experience when using customer service software.
The narrative is also a reminder that good customer service doesn't have to be fancy; it's just real people helping real people with real problems.
Zendesk's story is easy to understand because they use it for marketing all of their products, not just their software.
The narrative has helped Zendesk gain a lot of attention from potential customers, and it's easy to see why. The narrative inspires people to take action, and it's also memorable.
Potential customers will be more likely to remember Zendesk's products, making it easier for them to buy.
Dove is perhaps most famous for its “Real Beauty” campaign, which launched in 2004.
The brand created the initiative to make women feel better about themselves by showcasing real women, as opposed to models, in their advertisements.
The campaign has been incredibly successful, and multiple awards and organizations have recognized its message.
Since then, Dove has been using its brand story to market its products to women of all shapes, sizes, and colors.
It's also one of the reasons why the company's Real Beauty campaign was so successful. The narrative has allowed people to understand Dove's message, meaning they're more likely to remember and spread it to others.
Brand Storytelling is the New Marketing
It's no longer enough to sell your product, service, or company. Customers want to get to know you, trust you, and buy from you because they like who you are as a brand.
And why is that?
The massive amounts of advertisements they see daily play a role in shaping their perspective of brands.
New technologies have made it easier for brands to broadcast their message.
The rise of social media means that marketing messages now spread like wildfire — but only if they're interesting and relevant enough for people to share them.
A brand story is one of the best ways to differentiate your business from competitors and attract customers who appreciate unique products and services.
If your company has a story to tell, use it to attract new customers and keep existing ones happy.
A brand story isn't about you. It's not about your company, and it's not about you as an employee.
It's about the customer and how your product or service can help them.
Brand stories are all about making the customer's life better, more enjoyable, and more manageable—and that often means giving them something they didn't know they wanted or needed in the first place.
What Makes a Brand Story Powerful
Brand stories are powerful because they engage customers emotionally, which is why they're so effective at building loyalty among followers.
A good brand story will make the audience feel like they hear about themselves, even if that means the conversation is directed at someone else.
It may seem obvious, but it can be tricky to pull off practice. Your goal shouldn't just be creating a generic, feel-good message.
Instead, consider how each piece of your narrative can build on top of its predecessors. Then, point it toward a more significant idea or theme.
Doing this will make each component more meaningful and memorable for your audience by showing how it contributes to building up a bigger picture that has meaning for them and your brand.
A compelling brand story should:
- Show and execute how your services can solve your customer's pain points
- Have an emotional impact on your target audience
- Resonate with your customers
- Be sincere and be aligned with your brand's mission and vision
How to Write a Captivating Brand Story
Here’s a quick guide on how to tell your brand narrative effectively:
- Identify your brand's core values, mission, and vision. What do you want to stand for as a company? Why do you exist?
- Find out what matters most to your customers and prospects—and make that the story's focus.
- Bring in an outside perspective, like a consultant or agency partner who will help guide you through the process of writing your narrative (more on that later).
- Use multiple channels to tell your story. For example, if you're in B2B marketing, don't just rely on corporate websites or brochures. Create and test content for LinkedIn Pulse and other social media platforms where buyers spend time learning about new products and services from experts like yourself.
Examples of Brand Stories: Takeaways
In this digital age, brand recognition is essential to the success of any business. When we think of a brand, we associate it with a company, product, or service; however, its unique characteristics and attributes make a brand stand out.
That's where creating a compelling brand story comes in.
A great brand story can set your company apart from the competition and differentiate you from other businesses that offer similar products and services.
A strong brand story will attract new customers and keep them coming back for more.
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