Brand Story Examples - Create a Loyal Customer Base

Explore the best brand story examples to get inspired to craft your own story to create a relatable and memorable brand.

Ever thought why fictional works like “Little Red Riding Hood,” “The Three Little Pigs,” "The Tortoise and the Hare,” etc., have stayed with us? Well, these are stories that are pretty simple, have a structure, and showcase a value to relate by the end. This is the power of storytelling that can instill moral values in little kids and transform adults into your prospective customers (because stories are stored in the Hippocampus, our own storyteller). But, to frame it well, you need compelling brand story examples.

Being a media and marketing company, we understand the importance of a brand story and what it can do for you. So, we decided to create this article that shares what brand story and brand storytelling is, in brief, and shared multiple brand stories to assemble your own story along with a template. Therefore, let’s begin.

What is a Brand Story?

A brand story is a narrative used by the company to evoke certain human emotions from its target audiences. It is primarily used to create a bond between the customer and the brand that ultimately leads to loyalty, repeat business, and highly authoritative word of mouth. 

Brand stories are often used as a marketing tool to increase brand awareness, empower brand perception, and increase the revenue of a company. It is important that your brand story reflects your brand values or brand mission.

Now, let’s learn another important concept that helps you share your brand story well.

What is Brand Storytelling?

Brand storytelling is the art of crafting compelling stories that resonate with your target audience, making the brand relatable and memorable. It is necessary for several reasons:

• Brand storytelling humanizes your company and helps in building trust.
• Effective storytelling can engage emotions, making your brand memorable.
• It helps you distinguish your brand from other competitors.
• It is a powerful way to communicate your brand’s core values and what it stands for.
• Compelling brand storytelling influences your audience to take action, which could be purchasing, joining a community, or doing anything else.

Brand Story Examples - Inspirations to Craft Your Own

Creating an effective brand story can be complicated for the very first time. And, even if you are a stakeholder in the company responsible for branding, your copywriters still need to have direction from you. 

Having access to compelling brand story examples can deliver the necessary insight or inspiration to start your journey. So, here are a few examples of business brand storytelling for you to take a step ahead.

Note: Instead of complete stories, we have shared excerpts to give you an idea of the story of each company mentioned below and why it works in a concise manner.

1. Google - Do the Right Thing

Story of Google: Google as a product is about organizing information for the world and making it universally accessible. From its humble beginnings as a search engine, Google has expanded into a vast array of products and services that connect people and information with each other.

The reason it works: Google has become an indispensable entity in the world of tech and in our daily lives. So, this story resonates with the audience that uses Google to access information. Also, at its core, Google represents knowledge, connectivity, and a desire to make information available to everyone.

2. Apple - Think Different

Story of Apple: The story of Apple is about thinking differently. From its earlier innovations like the Macintosh computer to the latest iPhone, Apple has continuously pushed the boundaries of technologies, delivering products never seen before with beautiful designs and a user-friendly approach.

The reason it works: Apple has proven what its story says. From touchscreen phones to their latest silicon chips, they have consistently brought cutting-edge technologies to their customers, making them a brand that represents a forward-thinking and aspirational lifestyle.

3. ChatGPT - Unleash Your Potential One Step at a Time

Story of ChatGPT: ChatGPT’s story is about democratizing information through the use of generative AI. ChatGPT aims to bridge the gap between humans and technology, providing complex information and facilitating creativity. The tool has built its story around the capability to answer questions, generate creative content, and assist in tasks like coding. ChatGPT aims to become a versatile tool for individuals and businesses alike.

The reason it works: ChatGPT helps with efficient communication, creative inspiration, and ease of access to knowledge. It is able to simplify complex tasks tenfold and unlock new possibilities for its users to provide a wide range of usage. The open and evolving nature of its development invites users to become a part of the narrative, fostering a sense of community and shared purpose. 

4. IBM - Think

Story of IBM: IBM’s story is about continuous innovation. From the 19th century to now, IBM has delivered tabulating machines to hybrid cloud computing and AI solutions. IBM has always been at the forefront of technological advancements and uses technology to resolve complex challenges.

The reason it works: IBM has a long history of innovation. The story resonates with multiple businesses and organizations that are always looking for cutting-edge solutions for the most pressing issues. It’s a brand that clearly showcases expertise, reliability, and commitment to progress further.

5. TATA - Move with Meaning

Story of Tata: Tata Group’s story is intertwined with the history of India. Founded in the year 1868, the conglomerate has played a significant role in India’s industrialization and economic development. Their story is about building a nation, social responsibility, and delivering back to the community.

The reason it works: Tata has maintained its trust for centuries and has garnered respect from all over India. Their story is about customers who value ethical practices and commitment to bringing good to society. The brand represents integrity, trust, and a sense of national pride.

6. Dove - Let’s Change Beauty

Story of Dove: The story of Dove is about challenging conventional beauty standards. The company caters to diverse women in its campaigns, sparking conversations around self-esteem and redefining what the word ‘beautiful’ means.

The reason it works: Dove came to know that only 2% of women consider themselves beautiful. So, they tapped into this emotional need for acceptance and self-love. Their story is authentic and relatable, and they promote a positive social message, empowering women in the process of making branded soap.

7. Patagonia - We’re in Business to Save Our Home Planet

Story of Patagonia: Patagonia is not just an outdoor clothing brand but also an environmental activist. Their brand story is about sustainability, conservation, and protecting the planet. Therefore, they encourage their customers to consume responsibly and buy less.

The reason it works: Patagonia has stayed committed to its story since the beginning. They donate a percentage of their sales to environmental causes and use recycled materials in their products. Their story resonates with the audience, who are environmentally conscious, compelling them to buy from Patagonia.

8. TOMS Shoes - Passionate About Stories

Story of TOMS Shoes: TOMS's story has revolutionized the footwear sector. Their “One to One” model, which provides a pair of shoes to a child in need for every purchase that has been made, has been their story since the beginning. They want to make a difference and want to empower customers to contribute to a greater cause.

The reason it works: TOMS has tapped into the desire of customers to make a positive impact. Their story is simple and compelling, and they make customers feel good about their purchase. Plus, they have created a win-win situation where the customer gets stylish shoes while a child who needs a pair gets a pair.

9. Airbnb - Belong Anywhere

Story of Airbnb: Airbnb’s brand story is about connection, community, and belongingness. They offer unique travel experiences, encouraging people to explore the world like locals. Their story breaks barriers and fosters a sense of global citizenship.

The reason it works: Airbnb was able to create an authentic travel experience. Their story resonates with people who want to escape the conventional traps of traveling and connecting with cultures. This, in turn, helps their customer base create memories that instill a sense of living a particular culture.

10. Warby Parker - Buy a Pair, Give a Pair

Story of Warby Parker: Warby Parker challenged the overpriced eyewear market by delivering stylish products to their customers. Their story revolves around accessibility, social responsibility, and making a difference. They also donate a pair of glasses for every pair sold.

The reason it works: Warby Parker has created an authentic story that resonates with customers who are tired of purchasing overpriced glasses in the name of good quality. They are committed to social good, and supporting their brand validates the customer's contribution to such a great cause.

11. LEGO - Only the Best is Good Enough

Story of LEGO: LEGO’s story is about fostering creativity and imagination through play. They have evolved from simple wooden toys to building complex sets that include F1 cars, movie sets, video games, etc. Their story transcends generations, playing and learning through their products.

The reason it works: LEGO taps into the desire to create and build something. Their story resonates with adults and children alike, catering to audiences that enjoy the fun of LEGO bricks.

12. Nike - Just Do It!

Story of Nike: Nike has always been about athletic achievement, overcoming challenges, and pushing our limits. Their slogan, “Just Do It,” embodies this spirit and encourages their customers to have an active lifestyle, regardless of their skill level.

The reason it works: Nike has tapped the desire for self-improvement. They actively use sports stars as their brand ambassadors to inspire their audience and send a powerful message of achieving greatness.

13. Harley Davidson - All for Freedom, Freedom for All

Story of Harley Davidson: Being a motorcycle brand that is primarily about cruising on roads, Harley Davidson’s story revolves around freedom, rebellion, and the open road. Their story markets motorcycles as more than just a machine. As per them, their motorcycles are a symbol of individuality, hunger for adventure, and American spirit.

The reason it works: Harley Davidson has been able to tap the emotion of freedom and a sense of belonging in a community. Their story resonates with riders who constantly crave open roads, the camaraderie of a community, a rebellious nature, and an adventurous lifestyle. 

14. Mark & Spencer - We Never Compromise on Quality

Story of Mark & Spencer: Mark & Spencer's story has established a foundation of quality, value, and trust. Founded in the year 1884, the British retail company is synonymous with words like high-quality clothing, food, and homeware. Their story is primarily about providing reliable products and exceptional service to customers.

The reason it works: Mark & Spencer has sustained their quality and reliability. Their story resonates with audiences who like classic-styled, well-made products. M&S, as a brand, represents tradition, quality, and commitment to deliver customer satisfaction.

15. Duolingo - Everyone Can Duolingo

Story of Duolingo: Duolingo's story is about democratizing language learning. It is about gamification, personalized learning, and a pursuit to make language learning addictive. They have transformed a task that may be monotonous to many into a fun activity, connecting different cultures and opening up a process of learning tonnes of languages.

The reason it works: Duolingo has helped people learn new languages with ease. They have actually gamified the process and created a reward-based system for continual growth. Their application is for students, travelers, and professionals who are visiting other countries and want to learn to communicate easily in the local language.

16. Starbucks - Inspiring and Nurturing the Human Spirit

Story of Starbucks: Starbucks has presented itself as more than just a place to have coffee. Their story is about creating a third place where people of home and work can gather, connect, and relax. Their brand story is built around a sense of community comfort and providing a welcoming environment.

The reason it works: Starbucks is known for being a place where people go to grab a coffee and meet friends or colleagues. They have turned it into a social space for people to relax in their busy lives.

Elements of Good Storytelling for Brand Story

For effective business brand storytelling, it is important to integrate all the necessary elements to take your brand strategy to the next level. These elements are:

1. Clarity of the Message: Try to create a clear and direct message for your audience, avoiding any jargon or complex language. It is important that your audience understand your story and the purpose of your brand.
2. Brand as Character: Treat your brand like a living human who has a voice and personality. This helps in making your brand relatable and human.
3. Consistency in Language: Keep the language used for your brand consistent across channels. The messaging and actions used for branding and marketing should reflect brand values and mission with a similar tonality.
4. Authenticity of the Content: Try to be as genuine and transparent as much as possible. Today, the audience is bombarded with marketing messages, so they are highly likely to see through if you overpromise or fabricate anything.
5. Emotion to Drive Audience: Remember that emotions connect you with humans. So, while creating your brand story, ensure that it contains emotions that help your brand connect with the audience.
6. Target Audience of the Brand: Always use the language that your target audience uses. If they are young, use lingo that youngsters use, and vice versa. This also changes with the type of brand you are, i.e., B2B and B2C.
7. Structure of the Brand Story: A story contains a beginning, middle, and end. Your story should follow a similar structure.
8. Conflict and Resolution: Introduce a challenge in front of your audience and solve it through your product, promising to create a positive outcome. However, don’t overpromise.
9. Specific Examples: Share specific examples and testimonials on how your product solved the problem. 

How to Tell Your Brand Story?

Building a brand story that is concise and clear requires a series of steps. However, it is less about writing and more about sharing the brand's value with its target audience. So, to help you build your own brand story, here are the steps to follow:

Step 1: Know Who Will Be Your Audience

The current population is more than 8 billion today, and that means more than 8 billion choices. It is not possible to accurately cater to everyone’s choices. However, it is possible to understand segments, i.e., kids, adults, and older adults. 

In fact, the bifurcation can be done on the basis of gender, generation of people, type of business, etc. This will help you enormously in building a brand story and creating messaging that resonates with a section of people. So, start understanding the demographics, psychographics, needs, and motivations of your target audience. And create a buyer persona that is created around the aggregated information.

Step 2: Identify Your Brand’s Core Value and Purpose

The core brand value of Intel is “Integrity, Quality, and Customer Focus.” Their purpose is to create technology that simplifies the lives of people all around the world. 

Similarly, it is important for you to have your own brand values and the purpose of the brand. Why? Because it aids as parameters or benchmarks of quality that you need to abide by. Also, it helps customers resonate with your brand story.

Step 3: Identifying the Goal of Your Brand

Every brand has its own goal to achieve in the market. It is of utmost importance to project them through your story with as much clarity as possible. So, start by identifying 2 or 3 of your major goals and write them down.

Step 4: Assess the Competition to Understand “What They Say?”

Now, start analyzing competitors who deliver a similar solution to the audience. This will help you in two ways, i.e., to assess the competitive edge of the competitors’ brand story and create your own unique story to create a differentiator.

Step 5: Craft a Narrative For Your Brand

As discussed in the elements of good storytelling section, it is important to create a story that has a beginning, middle, and end. This helps you create a story that customers can get attracted to read more, understand, form an opinion on, and remember properly.

Step 6: Talk About Your History

When two people meet, be they friends or lovers, they share their history with each other. Similarly, you have to treat your brand like a person and share its history. How did the idea come to be? When did it start? etc. Also, try to provide some interesting facts about your brand to create more intrigue.

Step 7: Share the Protagonist's Journey

In a story, it is important to showcase the journey of your protagonist. Talk about the hardship they have faced, the ideology they began with, and the unique qualities they possessed or built over time that transformed your brand into reality.

Step 8: Inculcate Brand Personality

Depending upon the scale of your company and the market that you are catering to, i.e., B2B or B2C, create a brand personality. Think about the kind of lingo your audience relates to. 

Once you have identified it, establish the brand language and tonality for further communication on the web pages, blogs, social media posts, etc. For example, if your brand caters to GenZ, then you can use upbeat language and slang like big yikes (Something very embarrassing), boujee (luxurious), lit (describes enjoyable and cool), etc., and vice versa for older adults.

Step 9: Write it up!

Once all the necessary data has been laid out, it is time to create the brand story. Write down a concise piece and integrate all the elements mentioned above in your brand copy. Review it thrice, and once satisfied, move to the next step.

Step 10: Develop a Call to Action

Creating a brand story should lead to a purpose, so it is important to have a CTA (call to action). It can range from a “Shop Now” button to a simple “Learn More.” However, it is important to assess what your audience would think next after reading the story. So, use a CTA that your customer would most likely follow.

Step 11: Choose a Medium to Tell Your Story

There are tonnes of avenues today to publish your brand story. You can begin at your website. However, besides that, it is important to look for platforms that your audience uses. For example, people who are looking for B2B solutions prefer LinkedIn for it. Contrarily, for a clothing brand, Instagram would be a great place to share the brand story.

Step 12: Test and Iterate Your Brand Story

Based on analytics and user feedback in the form of comments and shares, start refining your story. It is important to do this in the early stages of your company because once a brand story is established, it becomes difficult to change it.

Brand Story Template - Ensure An Engaging Story

For building a brand story, it is important to follow a specific structure so that you don’t miss anything till its completion. To help you with this purpose, here is a brand story template that you can follow, with a space to fill up your input once a step is completed.

End Note

People who are responsible for branding understand the importance of a compelling brand story. A brand story is not just a document but a segue to bring customers to your side. It helps them relate to your brand and make it memorable. And, like a great story can create a brand, a bad one can break it. So, it is important to get your story in line by understanding brand story examples, enabling you not to get back to the drawing board.

Saying this, we hope our editorial may have helped you with brand storytelling examples and have helped you construct a story that throws light on your company’s mission, value, and purpose.