Jordyn Kerr
Today, it's not enough for small businesses to have a great product or service. Each brand needs a distinct differentiator—something consumers can connect with on a deeper level. How? Through brand storytelling.
In this article, I’ll dive further into what brand storytelling is and why brand storytelling works, before sharing five inspiring examples of small businesses that have mastered the art of brand storytelling.
First, what is brand storytelling?
Brand storytelling is the art of crafting a compelling narrative that resonates with and engages target audiences while capturing the essence of a brand. By building a powerful brand story, brands can create strong bonds with consumers and establish a unique identity.
Why brand storytelling works
Humans have been telling stories since the dawn of time. Stories have the unique ability to:
Captivate audiences
Engage individuals
Inspire action
When it comes to branding, storytelling empowers businesses to grow beyond the features or benefits they provide. Instead, brands develop distinctive personas in the minds of consumers by tapping into emotions, values, and aspirations—sometimes inspiring buyers to become brand loyalists. By sharing their story, brands can:
Build trust
Create loyalty
Stand out from the competition
To put things simply: brand storytelling helps brands stand out in a crowded marketplace.
How to tell a powerful brand story
A well-crafted brand story requires careful thought and consideration. The final product should showcase the brand’s mission, vision, and impact while providing a clear connection point for customers to latch on to.
Before crafting a brand story, there are a few key elements you’ll want to consider:
Define your brand's purpose: Start by clearly articulating your brand's purpose or mission. What problem does your business aim to solve? What values and beliefs drive your company? Understanding your brand's purpose will lay the foundation for your storytelling.
Know your audience: To create a compelling brand story, you need to understand your target audience. What are their needs, desires, and pain points? Tailor your story to resonate with their emotions and aspirations.
Be authentic: Authenticity is crucial in brand storytelling. People can sense when a story is genuine and when it's just marketing fluff. Be true to your brand's values and avoid exaggeration or empty promises.
Use a narrative structure: A well-crafted story has a beginning, middle, and end. Take your audience on a journey that evokes emotions. Consider using Donald Miller’s SB7 Storybrand framework
Visuals and consistency: Visual elements—such as images, videos, and design—play a significant role in storytelling. Use visuals that support and enhance your brand's narrative. Additionally, ensure consistency in your brand's messaging across all channels and touchpoints.
5 brand storytelling examples to inspire your own
Ready to start storytelling? Here are five examples of brand storytelling done right. These iconic brands have leveraged the power of brand storytelling to grow their businesses—while encouraging brand loyalists in the process.
1. Patagonia
What began as an outdoor apparel company has become an icon of environmental sustainability and social responsibility. Patagonia’s brand story revolves around its commitment to preserving the planet and creating a positive impact. Through initiatives like the "Worn Wear" campaign, which encourages customers to repair and reuse their clothing, Patagonia showcases its dedication to reducing waste and promoting conscious consumption.
What makes Patagonia’s brand story so powerful is that it extends across all brand messaging, products, and actions—it’s not an inflated statement or falsified image. It’s authentic. By aligning its storytelling with its core values, Patagonia has created a passionate community of customers who share its environmental ethos—in turn motivating more purchases and active brand supporters.
2. Airbnb
Airbnb
Their “Belong Anywhere” campaign captivated audiences by showcasing stories of hosts and guests who have had transformative experiences by connecting with different cultures and communities through Airbnb. By sharing these heartfelt stories of human connection, the brand taps into the universal desire for meaningful experiences and positions itself as more than just a booking platform.
3. Charity Water
Charity Water
Charity Water is renowned throughout the social impact industry for being highly innovative in its marketing—particularly when it comes to brand storytelling. By being highly transparent and showcasing the impact of each donation made, they invite supporters to be a part of the journey.
Through emotionally compelling videos, captivating imagery, and real-time updates, they create a sense of urgency and inspire individuals to take action. By focusing on the human stories behind their mission, Charity Water has cultivated a passionate community of supporters who are committed to making a difference in the world and solving the water crisis.
4. Everlane
Everlane
By providing customers with insight into the production process, Everlane builds trust and fosters meaningful connections with its audience. Their storytelling resonates with consumers who are seeking transparency and authenticity in the fashion industry and positions Everlane as a responsible and conscious alternative to fast fashion.
5. Apple
How did the name of a fruit become synonymous with one of the world’s most renowned tech companies? You guessed it—because of exceptional brand storytelling.
Apple
One sentence sums the full breadth of everything Apple has ever created. Their brand story is powerful enough to not only drive marketing campaigns forward but also influence the trajectory of the brand’s suite of products.
Apple consistently delivers compelling narratives that position itself as a tool for personal expression and transformation—a narrative that customers can continually grow with and latch on to as they eagerly await the brand’s next innovation.
Trust the experts: Build your brand story with my help
Building powerful brand stories can be challenging—especially as a busy small business owner. Save precious time and start building an iconic brand by working with a brand storytelling expert.
Brand storytellers are experts at crafting iconic stories with business goals in mind, and your brand’s unique tone and voice at the forefront. Hiring a freelance brand storyteller can help:
Save you time, resources, and money
Create high-value, engaging content
Build connections with your audience
Achieve your business goals
Ready to work with a brand storyteller? Look no further. Explore my range of brand storytelling and blog writing services, or schedule a discovery call with me to see if we’re a good fit for each other.