Why it Works: Chipo­tle trans­formed the idea of what was pos­si­ble with fast food, doing good for both con­sumers and farm­ers, total­ly redefin­ing the expe­ri­ence in the process. As a result, as not­ed in its brand sto­ry, it boasts a com­mu­ni­ty of loy­al users. It seeks to use high-qual­i­ty raw ingre­di­ents, clas­sic cook­ing tech­niques and dis­tinc­tive inte­ri­or design to bring ele­ments of fine din­ing to quick-ser­vice restau­rants. A brand narrative can potentially increase product value by over 20X. “It’s expen­sive, it’s cult-like and if you’ve ever been, you know it’s absolute­ly unques­tion­ably over the top. Mea­sure of Suc­cess: In 2015, the brand launched an inte­gra­tion with Google Street View that allows con­sumers to tour plane cab­ins, as well as a part­ner­ship with Net­flix, which enables pas­sen­gers to stream con­tent in flight. And one which can yield a lifetime commitment from customers. The Marketing Insider Group provides content marketing workshops and content development services. Nike has always excelled at brand storytelling. While many web­sites have more elab­o­rate ver­sions, each of these sto­ries can be dis­tilled into a sound byte that rep­re­sents all the com­pa­ny exem­pli­fies. Mea­sure of Suc­cess: To date, Toms says it has giv­en more than 50 mil­lion pairs of shoes to chil­dren in need, has helped restore sight to over 360,000 peo­ple, and has helped pro­vide over 250,000 weeks of safe water in six coun­tries. It invites its customers to become a part of the brand’s movement. I’ve done it for numerous clients. Brand Sto­ry: In its Sto­ry, eye­wear retail­er War­by Park­er says it was found­ed as a rebel­lious upstart to tack­le the prob­lem of expen­sive eye­wear after one of its founders lost his glass­es on a back­pack­ing trip and couldn’t afford to replace them as a grad stu­dent. With each bag pur­chased, the brand says it will help pro­vide a safe birth for a moth­er and baby in need. You have to admit, learning about apples, grown on a small orchard in upstate New York by people who view making cider as one of the last vestiges of true American folk culture, is pretty compelling marketing. Mea­sure of Suc­cess: The brand most recent­ly part­nered with actor/wrestler Dwayne John­son and, at CES, debuted what it calls a con­nect­ed fit­ness prod­uct port­fo­lio includ­ing fit­ness sys­tem UA Health­Box, a smart shoe and two mod­els of wire­less head­phones, all of which are pow­ered by health and fit­ness plat­form UA Record. “And it works like a charm. Little Red Riding Hood It report­ed­ly plans to raise up to $100 mil­lion. Why it Works: Soul­Cy­cle has rede­fined the exer­cise expe­ri­ence and whole­heart­ed­ly embraced its com­mu­ni­ty of super­fans. It’s as simple as that. In a Nut­shell: Good eye­wear, good out­come. Warby Parker gets the whole storytelling thing right, providing a socially-conscious brand with a genuine vision. Accord­ing to boil­er­plate, what began as an idea to help ath­letes doc­u­ment them­selves, GoPro has “become a stan­dard for how peo­ple cap­ture them­selves engaged in their inter­ests, what­ev­er they may be.”, Brand Sto­ry: The fit­ness brand says its vision was “to cre­ate an alter­na­tive to the fit­ness rou­tines that felt like work.”, Now the brand says it pro­vides “an inspi­ra­tional, med­i­ta­tive fit­ness expe­ri­ence” called a “car­dio par­ty” that is “the best part of our rid­ers’ day, every day and that has trans­formed their rela­tion­ship to exer­cise.”. Mea­sure of Suc­cess: War­by Park­er says it has dis­trib­uted over one mil­lion pairs of glass­es and has trained over 18,000 men and women to give basic eye exams and bring glass­es to their com­mu­ni­ties with Vision­Spring. Brands that tell a good sto­ry do three things real­ly well: they’re unapolo­getic about their point of view, they craft sto­ries that are strong enough to repel peo­ple, and they immerse believ­ers in the nar­ra­tive.”. By posting the personal stories of the small business owners who make these products, Mouth adds a whole new level of meaning and value to the items they sell. The right brand narrative has the power to increase the value of your business’s product or service by over 20 times. “It’s impor­tant to have a sto­ry that peo­ple can under­stand and con­nect with,” said Jen­nifer Eggers, group direc­tor of brand com­mu­ni­ca­tion at brand­ing firm Siegel+Gale. Mea­sure of Suc­cess: It’s TBD in this par­tic­u­lar case. Many peo­ple live their lives with­out real­ly con­tem­plat­ing the lat­ter. (Need help in activating your thought leaders to tell better stories? WeddingWire is a company that functions as a one-stop shop for couples that are about to get married. It not only knows its voice and clear­ly com­mu­ni­cates its mes­sage through­out, it prac­tices what it preach­es. “Espe­cial­ly with new­er brands, peo­ple care and expect that the brand is com­ing into exis­tence for a good rea­son – to solve a prob­lem, to change how we do things, to meet a spe­cif­ic need – and the sto­ry is cen­tral to com­mu­ni­cat­ing the brand’s pur­pose.”. 6. Their ‘anti-storytelling’ has the effect of making their brand extremely likable and even trustworthy as they cast a very human impression – something any small business owner would appreciate from an SaaS provider. In a Nut­shell: Pro­tect This House. Brand Sto­ry: Beats says it brings the ener­gy, emo­tion and excite­ment of play­back in the record­ing stu­dio back to the lis­ten­ing expe­ri­ence and it has intro­duced a new gen­er­a­tion to the pos­si­bil­i­ties of pre­mi­um sound enter­tain­ment. 10 Amazing Brand Story Examples. And it’s unapolo­getic in its extrem­i­ty,” said 180LA Exec­u­tive Strat­e­gy Direc­tor Kasi Bruno. The world’s most ver­sa­tile cam­eras are what we make. In a state­ment, founder Steve Ells said the brand’s new enhanced food safe­ty plan “will estab­lish Chipo­tle as an indus­try leader in food safe­ty.”. This is an example of using brand storytelling to connect with the audience, inviting them to become a part of a collective movement by wearing Nike products, or at the very least, engaging on social media, such as sharing one of the brand’s always inspiring videos. Brand Storytelling Example 1: The Land Of Land Rovers Campaign Land Rover Showcases Why The Best Stories Come From Others In celebration of Land Rover’s 70th anniversary, the company brought to life the true story of, “The Land of Land Rovers,” a remote area in the Indian Himalayas. They were able to do so by com­bin­ing their prod­uct offer­ing with a robust brand sto­ry that con­sumers could get behind and feel good about being a part of.”. This huge gesture is just a part of the Warby Parker story. The marketers for Moxy have crafted a brilliantly entertaining video series, Do Not Disturb, which features the host, Taryn Southern, dishing up her best cheeky antics with social media influencers like Amy Pham and Oli White. Which happens to be a fictional indie rock band, frustrated that a customer support company ‘stole’ their band name, yet admitting their need for Zendesk’s services to keep their careers going. The high-powered workout almost becomes an afterthought to the excitement of signing up for a SoulCycle cardio party. Brand Story: Google is a relatively young brand, which was founded in 1995 and was initially named Backrub. That’s a story every hipster with less than 20/20 vision would appreciate – and tell their friends about. Why it Works: The U in UA might as well stand for “Under­dog.” But the Lit­tle Per­for­mance Appar­el Com­pa­ny That Could solved a unique prob­lem. Great brand stories may not change the world, but they will let your target market understand why your brand is worth their time and money. Mea­sure of Suc­cess: Apple acquired Beats in 2014 for $3 bil­lion. Many of these brands were/are under­dogs who were unde­terred when it came to tack­ling titans of indus­try. One thing that helped Mailchimp become this big product it is today is its way of communicating and catering to their clients. At the same time, this can also result in detrac­tors, but, brand­ing experts say, that’s just fine. It’s the inspiring copy, the well-thought-out Instagram posts and website design, and the compelling video that turns mashed peanuts into Peter Pan Peanut Butter.