There’s no denying that sharing your brand story is tremendously beneficial to your brand. In fact, it’s pretty much crucial if you want to compete in a crowded marketplace. But whenever you read about the best brand storytelling, it’s usually praising titans like Apple or Nike. While these brands are certainly talented, it can be a little disheartening to compare yourself to them—especially if what your brand does or sells isn’t exactly glamorous.
Still, we believe you can tell a compelling brand story—even if you’re not an innovative tech company or producer of elite athletic gear. But we also know that sometimes you need to see things to believe them. That’s why we’ve compiled some of our favorite examples of brand storytelling to prove that there are plenty of simple, creative ways to tell a brand story that resonates, energizes, uplifts, and inspires.
From eyewear to yogurt, ice cream to credit cards, these brands prove that there are endless ways to tell your brand story—no matter your industry. Whether you’re a tiny startup or an established brand, we hope these examples will inspire you to tell your own brand story through unique and interesting content.
1) Warby Parker
For a product traditionally associated with nerds, eyeglass brand Warby Parker burst out of the gate with a fun and unique brand identity that has catapulted them to success.
Aside from their lower price point, their brand storytelling is what has elevated them from random startup to enviable content creators. From their annual report to their brand videos, their brand story is all about showing you not just the product but their people, culture, production, and values. Take their How Our Glasses Are Made video:
In this simple video, they tell the story of their manufacturing, spotlighting the people and processes that make their product unique. Who knew that their frames are hand-assembled, made from the plant-based material cellulose acetate, or sourced from a family-run Italian factory? This simple story helps us “see” more than the product, bringing us into the brand story in the best way.
2) Old Spice
Their brand sto ry: Old Spice has your back.
Antiperspirant might be the least glamorous product on the planet. But that has never deterred Old Spice from crafting creative and entertaining campaigns that position the product as a playful addition to your life instead of a shameful product.
In addition to their much-loved commercials, they’ve taken a creative approach to connecting with people through original and unique content. (Fun fact: Did you know you can download their theme song for your ringtone ?)
We’re especially impressed by their School of Swagger, an online resource offering teen boys info and entertainment to help navigate the awkward stages of puberty—the first time a person really needs antiperspirant. Old Spice even goes a step further to help moms survive their sons’ adolescence with the clever e-book, The Struggle Is Real: A Wild Guide to Growing-Up for Moms & Sons .
This creative approach to previously embarrassing conversations makes the brand a helpful friend with a great sense of humor.
Their brand story: We should all live more like Burt.
Burt’s Bees makes all-natural personal care products, but their mission is much larger. Inspired by their founder, they “ look to Burt as a model of how to live simply, naturally, and responsibly.” As such, a large component of their brand storytelling focuses on how Burt’s philosophies and lifestyle influence the products they make. Through a series of entertaining videos, they help us get to know the man behind the brand.
For example, this mini-documentary introduces who Burt is and what he’s about.
Their “Burtism” series features entertaining tidbits of wisdom.
And they even give you a 360-degree look inside Burt’s cabin .
At a time when transparency means everything, peeling back the curtain helps Burt’s Bees create a genuine connection with the people who use their products.
Their brand story: Yogurt is a versatile treat.
As a snack, yogurt is a convenient on-the-go treat, but you wouldn’t necessarily think of it as the gateway to culinary delights, which is why Chobani’s surprising approach to brand storytelling is so brilliant.
Through a food porn-worthy video series and recipe resource, they spotlight how their healthier yogurt can play a role in all sorts of decadent meals, from donuts to crispy chicken tacos, reinforcing their mission to “[transform] our food system for the betterment of our planet, our people and our communities.”
It’s an unusual twist that lets people reimagine the product in new and creative ways, helping to expand its presence in their lives.
Their brand story: Periods shouldn’t be shameful.
Unfortunately, any product related to menstruation is rife with stigma , making brand storytelling a challenge. (A 2010 Kotex commercial was actually banned for using the word “vagina.”)
For Thinx, their mission is to end the taboo around menstruation once and for all. Thus, their content is not only unashamed, it’s an aggressive exploration of all things related to menstruation and sexuality.
Through their blog, cleverly dubbed the Periodical , Thinx features everything from personal essays to gynecologist tips, empowering women to understand and own their bodies the way they should.
It’s a powerful way to promote their mission in every piece of content.
6) Away Travel
Their brand story: Away helps you travel better.
Away Travel makes high-quality luggage, but their mission is to help people get more out of every trip. As such, their brand publication HERE allows them to indulge in brand storytelling that explores travel from just about every angle.
This is not a collection of packing tips. It’s content to inspire and enhance a traveler’s life. You’ll find tips for the best selfies , an illustrated guide to Paris , a chef’s guide to the best restaurants in Spain —even a guide to traveling in space .
It’s the perfect way to give people both the inspiration and the tools (aka luggage) to explore the world.
Their brand story: The more you know, the safer you are.
Lucidworks builds AI-powered search and discovery applications that help brands dig into their data. Why? So that brands can do things like identify unique customer behavior patterns or detect fraud—hugely beneficial things, even if they don’t sound particularly sexy.
Naturally, translating that into interesting brand storytelling can be a challenge. But Lucidworks takes a smart approach, creating content that educates people in new and exciting ways.
For example, The Data That Lies Beneath is a unique interactive that helps people learn about dark data—presented in a far more interesting package than a static pamphlet.
By experimenting with different mediums, Lucidworks is able to tap into storytelling that captures attention and creates connection with their customers.
Their brand story: Rum isn’t a drink—it’s a culture.
Strong brands don’t just make products that stand alone; they make products that are part of a lifestyle. For Bacardi, the largest family-owned spirits company in the world, their rum is part of Caribbean culture, which is why their smart storytelling focuses on celebrating that culture in a unique way: through music.
Their 4-part documentary series Sound of Rum is a deep dive into the roots of Caribbean music and the artists who brought it to the world. For Bacardi, it’s a unique and creative way to create a connection with the culture while educating viewers about an important cultural legacy.
(If the documentary inspires you to spin some reggae or dancehall, you can also check out the custom Bacardi X Major Lazer Spotify playlist .)
Their brand story: We are ice cream with a cause.
For years, we’ve heard that VR will be the new frontier of brand storytelling, but you might assume it would be tech brands that would jump on it. Not so. Ice cream maker Häagen-Dazs is embracing the medium in a genius way: to highlight a cause important to their brand. Certain flavors of their ice cream, like rocky road and strawberry, rely on thriving honeybee colonies.
Unfortunately, these bees are suffering from Colony Collapse Disorder, something that affects not just the natural world but our human world. The brand has invested in research to remedy this issue, and now they are raising awareness through a 360-degree brand storytelling experience , which educates viewers about the honey bee experience—by putting them in the driver’s seat.
Through the VR experience, you learn about the plight of honey bees, how their issue affects humans, and what you can do to save them.
It’s a brilliant way to personalize a collective problem, helping the brand bring the average person into their mission.
Their brand story: More than a brand, Supreme is art.
Supreme is a skateboarding brand that has amassed a huge following, elevating it from standard streetwear to coveted designer item. (They even released a Louis Vuitton collaboration in 2017.) Much of their allure comes from their hip, creative, and artistic approach to brand storytelling.
One classic example is their simple, brand-centric “random videos,” which immerse you in an entirely Supreme-branded world. Whether it’s a custom Supreme-branded pinball machine or a Rube Goldberg machine featuring Supreme-branded dominoes, these simple snippets feel like art installations, allowing the brand to push the boundaries of creativity and try to outdo itself with each video.
Their brand story: Every detail matters.
Suavecito is a pomade brand that, like Bacardi, has firmly immersed itself into a lifestyle: the custom car, motorcycle, and tattoo barber culture that is thriving across the country. As such, they value individual expression and attention to detail, whether it’s the airbrushed mural on a car or the embossed designs on their pomade lids.
They’re all about creating a unique, high-quality product and an experience to match. Thus, they demonstrate that value through content, even in the simplest of ways. For example, when they brought in a local handlettering artist to hand-paint the brand’s logo an their flagship store, they documented it via a timelapse video.
Sharing this behind-the-scenes story was a simple way to celebrate creativity, support a community artist, and demonstrate their values.
Their brand story: Visa enhances your life.
Explainer videos are important. They show people how a product works or how to use it, which is vital information. Unfortunately, many brands take a dry and clinical approach to their explainer videos. Visa, on the other hand, breaks the mold by turning their explainers into entertaining storytelling experiences.
Through mixed media, motion graphics, paper craft, stop motion, and a variety of other techniques, they turn what could be dull explainers into colorful, creative videos that are enjoyable, informative, and educational.
13) Tito’s Vodka
Their brand story: Tito’s is about community (people and pets).
Animal rescue has been a major pet project (literally) for Tito’s Handmade Vodka for the last 20 years. They are determined to better the lives of dogs (and pets) everywhere through their Vodka For Dog People partnership with Emancipet, an organization that provides affordable spay/neuter services and veterinary care to pet owners.
As such, they sell Tito’s-branded pet products (whose proceeds go to Emancipet), and have cultivated a tight-knit Instagram community that celebrates the stories of dogs and humans everywhere. Their instagram is an inspiring feed of adorable dog photos, each including a Tito’s branded product and a personal story.
Through these unique photos, the brand embraces personal storytelling to build a bond with the dog-loving community.
Their brand story: Play can become a learning experience.
Play-Doh is a much-beloved product meant to help kids express their creativity, but the brand is also committed to helping kids expand their minds. As such, they have amassed a number of educational how-to videos to help both moms and teachers use the product in educational ways.
For example, a simple DIY project shows kids how to create a solar system, helping them combine play and learning in a fun and creative way.
15) Course Hero
Their brand story: We’re your best study buddy.
Course Hero’s vision is “a world where every student graduates, confident and prepared.” Their online learning platform provides study resources to help make this happen. As such, they are always looking to create unique content that is easy and, most importantly, enjoyable to consume.
One great example is their brilliant series of 200 infographic study guides for famous pieces of literature. Each infographic condenses a popular book into a simple visual guide that highlights key themes, plot points, and other relevant information. (Think Cliff’s Notes in visual form.)
These simple but highly useful tools reinforce the brand story that Course Hero is a helpful and friendly service, here to make your academic life easier.
How to Tap Into Your Brand Story
If these brands have inspired you to share your own brand story, we have a few more resources to get you on the right path whether you want to refine your story or simply don’t know where to start.
- Start with our step-by-step guide to tell your brand story .
- Try these tips to brainstorm your next brand story idea .
- Find out how you can translate your company culture into unique content with our Culture Marketing 101 guide.
- Craft cohesive and compelling brand messaging that tells a consistent story.
- Learn how video can help you tell your brand story.
- Follow our tips on how to tell better brand stories at every stage of the buyer’s journey.
- Find out how to design a visual identity that tells your brand story
But if you don’t have the bandwidth or energy to launch a full content operation, holler at us . We’d love to help you find and share your brand story.