Brand storytelling with examples

What is brand storytelling?

Brand storytelling is the use of narratives to communicate what your brand is all about in an interesting and engaging way. However, storytelling goes beyond just products and services. It is aimed at fostering deep and meaningful connections with an audience based on shared values, trust and assurance of value.

It is paramount for every brand to apply storytelling to all marketing efforts. Below are three brand storytelling examples.

Story of Self

Jamie kern lima ,founder of IT cosmetics decided she would be the test model in a live ,10 minute do or die QVC segment. Her goal was to sell 6400 units of her new concealer.

QVC (Quality Value Convenience) is a channel that specializes in televised home shopping. When she got the opportunity to be on QVC her business was struggling . So the success of her business was dependent on the success of those 10 minutes. Furthermore that was the only way she would get more airtime.

In order to illustrate the use of IT cosmetics concealers, she wiped off all her makeup. This revealed her bare face clearly showing that she struggled with hyper-pigmentation and rosacea. Rosacea is an incurable skin condition that makes the skin red.

She had found it almost impossible to find a brand that served her well. So she decided to develop a solution for herself and other women like herself struggling with skin conditions.

She did the famous before and after, and within just 10 minutes she sold out on all the 6,400 units of concealer. That is the power of storytelling, and I hope you see just how versatile brand storytelling is.

Storytelling is not just about having a good story , it’s equally important to have an authentic and relatable story.

In 10 minutes Jamie Kern Lima was able to show her audience both her why and her struggle. She also presented them with a valuable solution. As a result many women related to her on a deep level and most importantly trusted her because they knew she understood their struggle. A shared struggle. In addition, the before and after helped them see how this product could change their lives.

Jamie Kern Lima went on to do many more QVC segments and ended up selling her IT cosmetics to L’Oréal cosmetics for 1.2 billion US dollars.

User Generated Content

Storytelling is not only limited to the people behind the brand, it can also be used to tell stories about people who your brand has impacted in a positive way. People whose lives you have changed and made better.

Back in 2020, Equity bank ran campaigns in Kenya where advertisements on TV showcased their involvement in supporting local businesses survive the Covid-19 pandemic.

The advertisements showcased real business owners testifying how the bank had cushioned their businesses during the pandemic. These advertisements were in line with a commitment the bank had made to help cushion their clients from the effects of Covid-19. They had promised to develop loan restructuring programs to afford clients repayment breaks, reduction of repayment instalments, loan rescheduling and refinancing.  

Additionally Dr. Mwangi, the Equity Group C.E.O had this to say, “Our focus has changed from financial performance and profitability to survival, sustainability and recoveries of our customers who are the reason we exist.”

Despite the economy being down and most businesses downsizing or shutting down entirely, Equity was offering a helping hand and letting their customers tell these real and authentic stories. It is therefore no surprise that Equity is the most profitable bank in Kenya and still continues to attract partners who are availing the funds necessary for it to cushion businesses locally.

A Cause, a bigger purpose

It is good when customers see how your brand benefits them but it is even more powerful when you give them a chance to make an impact in the world. This is what Blake Mycoskie attests to be the success of his business TOMS. With a simple business model of One for One, clients can see how they are contributing to a better world. For every pair sold, a pair of shoes is donated to a needy child.

Initially, Blake had not recognized just how powerful his passion and story was until he met a girl wearing red TOMS  shoes at the airport. This was about four months after starting TOMS when he was facing challenges in getting more stores to stock his shoes.

While still checking in, he decided to ask the girl about her shoes. She said they were TOMS Shoes. The girl then grabbed him by the shoulder to get his full attention because it seemed to her like he did not understand just how revolutionary this brand was. She went on to passionately tell him how this was the most amazing brand in the world since when she bought her pair they gave a pair of shoes to a child in Argentina. Additionally she narrated the story of the founder more passionately than he had heard anyone tell it.

That was the Eureka moment for him! It dawned on him that his mission would grow through people who were passionate enough about the cause that they would share it with anyone including strangers at the airport.

“People don’t just wear our shoes, they tell our stories”

Moving forward, the brand focused on selling the story behind the shoes rather than trying to market the product itself. Through word of mouth, the brand has grown immensely and is giving more than shoes to the needy globally. It has gifted almost 100 million shoes to needy children around the world.

In conclusion, the right story will help your audience understand why you do what you do and will also allow them to relate to you based on your shared values. Additionally it will help them see the potential your brand has in resolving their problems .Finally and most importantly, it gives them the opportunity to be the hero in your brand story by supporting causes that are meaningful to them.