Brand storytelling is a powerful marketing tool that can help companies connect with their customers on a deeper level. By using narrative techniques, businesses can create a compelling and emotional story that resonates with their audience, and ultimately drives customer loyalty and sales. In this article, we will explore some examples of successful brand storytelling and how these companies have used storytelling to build their brand identity.
1. The Nike Brand Storytelling Case
Nike is one of the most successful brands in the world, and its brand storytelling is a key reason for its success. The company has a powerful and inspiring message: “Just Do It.” This slogan has become synonymous with Nike and is a perfect example of how a simple message can become a powerful brand identity. Nike’s brand story remains true to its mission which is to bring inspiration and innovation to every athlete. Nike’s focus goes beyond the products they have on sale and covers the works in progress happening around the world as athletes ‘navigate journeys in and beyond their sport’.
Nike’s brand storytelling is all about inspiring people to take action and achieve their goals. It tells stories about athletes who have overcome incredible obstacles to achieve their dreams, such as Michael Jordan, Serena Williams and Kenya’s finest Olympic Champion Eliud Kipchoge. These stories are not just about the athletes themselves, but also about the values and principles that Nike stands for: hard work, determination, and perseverance.
2. The Airbnb Brand Storytelling Case
The Airbnb brand uses storytelling to great effect. By sharing stories of its guests and hosts across the world on its media platforms, Airbnb has been able to create a brand around its community under the mantra: belong anywhere. The company’s mission is to create a world where anyone can belong anywhere, and their brand storytelling reflects this mission. They tell stories about people who have traveled the world and stayed in unique and unusual places through Airbnb.
These stories are not just about the places themselves, but also about the people who own them and the guests who stay in them. Airbnb’s brand storytelling is about creating a sense of community and connection between people, no matter where they are in the world.
3. The Coca-Cola Brand Storytelling Case
Coca-Cola is one of the most well-known brands in the world, and its brand story is a big reason for its success. The Coca-Cola brand story is based on the idea of bringing people together and creating moments of happiness and joy. It’s a story – about families, friends, and communities who come together to share a Coke and create memories. This powerful story evokes an emotion of happiness which you, the customer associates with the brand.
The ad strategy is all about evoking a sense of nostalgia and happiness. The brand voice stands for optimism and happiness. It uses the image of the Coca-Cola bottle to represent these feelings, and its advertising campaigns are filled with images of people smiling and enjoying life. This has the effect of creating an emotional connection with the brand’s audience, making them feel good every time you enjoy a bottle of this product. Who does not want to feel good? Indeed, happiness starts with a smile.
4. The Apple Brand Storytelling Case
Apple is another company that has used brand storytelling to great effect. Apple’s brand story is all about creativity, innovation, and design. They tell stories about the people behind the products, such as Steve Jobs, and how their products have changed the world. This way, they hook their audience first, and thereafter focus on painting a picture of how to successfully use their products. For instance, check out how they use storytelling to advertise the product Airpods Pro.
Another good example of successful brand storytelling by the brand is its 2015 campaign dubbed ‘Start Something New’. The campaign showcases how creatives are using Apple products.
Apple’s brand storytelling is all about inspiring people to be creative and to ‘push the boundaries of what is possible’. It use sleek and minimalist design in their advertising campaigns to represent the company’s focus on simplicity and elegance. They find success in creating a sense of awe and wonder in their audience, and inspiring them to create something amazing.
5. The Chobani Brand Storytelling Case
The Chobani brand is a leading brand in the yoghurt market. They also produce oatmilk, dairy and plant based creamers, ready to drink coffee and plant based probiotic drinks. They owe their success to their powerful brand story which focuses on its fans, letting them tell the Chobani story. The overarching message is that their products are ‘good for the community’ and ‘good for the planet’. Their recipes depict a commitment to stay true to this message.
A perfect example of successful storytelling by the brand is their campaign named ‘Love This Life’. The campaign portrays a farming family leading an all natural, healthy life. One more thing, they appear fulfilled. This evokes an emotional response of fulfilment.
In conclusion, brand storytelling is a powerful marketing tool that can help companies connect with their customers on a deeper level. By using narrative techniques and emotional storytelling, companies can create a compelling brand identity that resonates with their audience. The examples above show how some of the world’s most successful companies have used brand storytelling to build their brand identity and connect with their customers.
