Mastering Storytelling for Marketing: Learn from 5 Top Brands

Our brains are wired to notice what’s different. When it comes to developing a brand identity, it’s what sets you apart from others in the best way. Good branding is about charisma, personal identity and tribal identification.

We all know Nike’s trademark: Just do it. The slogan speaks to everyone—the not-so athletic bunch, the fitness junks, as well as the athletes and Olympians. With an emotional element added to your marketing strategies, your branding can transform into an intimate tool powered by the right storytelling.

But what exactly is brand storytelling and what is it good for?

Keep on reading our guide on brand storytelling do’s, don’ts and everything in-between.

What’s the story behind storytelling?

Storytelling has always been an integral part of who we are as human beings, arguably since the dawn of time. This is how we’ve managed to communicate, from the first cavemen drawings to the printing press and internet blogs used today. Communication is the central part of storytelling, which is why it is such a critical part of marketing and brand identity. As marketers, we use storytelling to connect with our desired audience through a narrative that resonates with their needs. Be it the Hero’s Journey, the tragedy, or the Underdog, we utilize literary techniques to tell a brand’s story.

As a matter of fact, researchers have found that stories have a neurological effect on the brain and makes us automatically drawn to them, stimulates us and even affects the way we act.

Branding, originally a term coined in the 1500s, means “to burn or impress a mark upon.” This trade was mostly used for cattle and other market goods to demonstrate ownership. As time progressed, branding became a technique for companies to market themselves, establish a bond and form trust with their customers.

A simple breakdown on branding

Branding is a vast and encompassing concept. If it were so simple to define, there would not be so much ambiguity surrounding it. It’s considered a discipline, or even an art form, that dates back centuries and has evolved over time to be an essential practice for successful businesses.

There’s a lot of confusion about what a brand is, as it has become a term that’s part of everyone’s vocabulary, on every company’s radar, yet, very few actually know what it means.

To clear out any misconceptions, let’s start with what a brand isn’t. A brand is not a name, a symbol logo; it is not a corporate identity system nor is a brand a product.

A brand is a person’s gut feeling about a product, service or company. It is the emotional intuitive feeling that individuals get when they see the symbols, logos, products or visual campaigns representing your brand.

A brand is not defined by markets, companies or stock value, it is defined by the public and they each create their own version of your brand in their head. In short, a brand is not what you say it is, it’s what they say it is.

Let’s unpack: what is the gist of brand storytelling?

Brand storytelling is essentially exactly what it sounds like–the story of your brand. Despite how simple it may seem, a brand’s story could be considered one of those easier-said-than-done things.

It’s the ability to use certain narratives and visual techniques to capture your audience’s attention and try to influence the way they perceive and absorb your business narrative.

Let’s not get confused with your brand’s story and your brand storytelling. Brand storytelling creates a narrative around the product that you want your audience to connect with, while your brand’s story allows your business to engage with your audience beyond the traditional marketing strategies.

Why does it even matter?

As the marketing world becomes more and more saturated, it is difficult to grab and retain people’s attention.

The best way to sell your product nowadays is not to keep pushing your product and buy ads left and right. Instead, try to focus on the customer and craft a story where they will be able to identify themselves with, relate to the values you are sharing and the solutions you resolve with your business.

Around the world, people tell stories. It is the one thing that can hold our attention for hours on end. We read stories, we hear them on podcasts, we watch them unfold in our favourite television shows, or even in person; stories are everywhere. They are the greatest weapon to combat all the surrounding consumer noise and set you apart from others.

Don’t forget! Use online resources to your advantage.

The world wide web provides the best tools at your fingertips. Take Copywriting Examples, it’s a site that uses a swipe file with 330+ handpicked copy examples to better your writing. When you find yourself in a creative slump, it provides automatic suggestions. All you’ve got to do is filter through them to find what you’re looking for and hover over each example to see why it works.

Here are some other ways storytelling helps your brand:

1- Stories grab attention

When you are running a business or have a product to sell, it’s important to try and get the word out. From billboards to Youtube’s unskippable double ads, most people are actively trying to reduce the amount of ad exposure in their lives.

We need to find a way to introduce ourselves in our audiences’ lives, and storytelling, done in an effective way, can do that. People will be more engaged with your brand if you are able to lead them with something fun or emotional, instead of just bombarding them with reviews and product features.

2- Stories sell

In addition to building interest, stories also boost sales. In this highly competitive open-market, it would be logical for buyers to simply compare the pros and cons of products before making a purchase. But, we all know that it doesn’t always work like that.

Some buyers ignore pros and cons and make purchases based on their gut-feeling and brand reputation: that’s where storytelling comes in. This will position your company over similar competitors because of your unique story that separates your brand from the others.

3- Stories set you apart

In a world where customers have a seemingly infinite number of choices, setting yourself apart from your competition is an absolute must in your marketing strategy.

One way to effectively do that is through brand storytelling. The same way that each person has different life stories which sets them apart as individuals and creates their value systems, brands do as well. This is what allows them to distinguish themselves and attract people of similar values.

4- Stories feel engaging

Everyone wants to be part of something, to be part of a community, a tribe, a group of like-minded individuals. Just like the need to tell stories, we have a need to socialize.

Besides, we are social animals. So naturally, marketers leverage the impulse we get as consumers when they are trying to sell to someone. You are not just buying a brand or a product anymore, you are joining a community.

The top 5 brands that do it right

1. Making an impact – Quartier is home

Quartier is home is a local Montreal brand that focuses on making a positive impact in their communities and neighborhoods. They craft stories with the individual consumer placed at the center of the narrative. Quartier makes sure to collaborate with brands and people that share the same community values as they do.

“The goal is to build a global community of like-minded individuals who are taking care of home, wherever that may be.”

2. Authenticity – No Name

No name is Canada’s favourite affordable grocery brand. They have achieved this notorious status by providing everyday products at budget-friendly prices. No name’s entire brand across all platforms, products and communication is true to their ethos: basic.

Contrary to any other brand that focuses on a multitude of different branding techniques and assets to tell their stories, No name’s yellow background and black Helvetica font is simple, straightforward, and to the point.

3. Strong Messaging – No Diploma

No Diploma is a brand with a message focused on following one’s path and remaining true to oneself. Their brand identity centers around taking a stab at the traditional educational system and predetermined life path. No Diploma’s story narrates the importance of their audience forging their future, living a fulfilling life and being open to growth, all to their own discretion.

Their brand communicates in academic terms, like how their staff is called faculty, their audience, ‘classmates’, and their blog ‘yearbook.’. This technique is a clever way for No Diploma to tie in the themes of freedom, integrity and education and give their customers a sense of agency and belonging.

“Let life be your greatest teacher.”

4. Creating an audience – Daily Paper

Daily Paper is an Amsterdam-based fashion and lifestyle brand, founded by three childhood friends. They shared a love for art, music, culture and fashion.

Fueled by African influence, Daily Paper became one of the fastest-growing fashion brands out of Europe. Hence, they’ve managed to create a community that started with the African diaspora living in Europe and eventually migrating to the global cultural movement that they are today.

5. Standing out – Maison Château Rouge

Maison Château Rouge is an African-inspired lifestyle brand established in Paris. The city, deemed as the fashion capital, hosts an array of iconic fashion shows. And big designer names like Yves Saint Laurent, Chanel, Thierry Mugler and Christian Dior hold the city up to a high standard.

Maison Château Rouge pushes the envelope. They decided to do something different, challenge the concept of traditional Parisian look and fully embrace the contemporary African styles that the founders grew up with and were exposed to.