5 Unique Brand Stories to Read Before Creating Your Own

Consumers often stay loyal to the brands that they feel emotionally connected to. There are various strategies to establish this connection, may it be from utilizing your brand identity, brand voice, studying the market through social selling, and more. However, one quick and easy way to start this connection is by letting your customers know the history and key narratives of your brand. This is often known as your brand story.

As content consumers, we are bound to listen to stories that matter; to stories that invoke a specific familiar emotion. This is how brand stories, when done efficiently, are the one-stop content to communicate your history, values and aspirations as a brand.

A common mistake when writing a brand story is focusing on the history of the brand, how it started and where it is now. However, as harsh as it is, not all consumers are interested in your journey as a brand. But don’t let this stop you from writing and establishing your brand story. In writing and utilizing your brand story to connect with your consumers, always ask yourself these questions: you may have a story to tell, but do you have a story to sell? How can you use storytelling as a tool to market your brand and connect with loyal customers?

The power of storytelling

One sure way to attract loyal customers is to build an emotional connection with them. With brand storytelling and by focusing on narratives that matter, we can connect with the audience and in return, we build trust and loyalty.

Storytelling matters in business because it simplifies and puts creativity and entertainment in the information that you want to say. Though it is not an impossibility, you won’t expect a consumer to read an informative run-down of the history of the company when they are canvassing for products or services no matter how packed the brand’s history is. Yes, people relate to similar struggles and experiences, but when written as a matter-of-fact, it can sound too boring and informative. That is why in creating brand stories, your main goal should always be to entertain and elicit emotions.

However, in the sea of brands, stories and content, how can your brand stand out?

What makes a great brand story?

A brand story aims to explain how the sequence of occasions that led to the founding of your business still influences your mission today. In Making your own, it is important to give thought to how your audience will remember you, feel empathy for you, and eventually care about you. To create a compelling brand story, consider which characters to focus on, the conflict, rising action, climax and resolution. Here are some of the elements that you need to keep n mind in creating your own:

  1. Connect with the audience through shared experiences and problems. Focus on the elements that they can easily understand and relate to on a personal level. Otherwise, your brand story will just feel irrelevant to them.
  2. It should appeal to the heart of the audience. As we have established, connecting to the audience on an emotional level is important in building trust and loyalty. Focus on the elements that they can easily understand and relate to on a personal level. Otherwise, your brand story will just feel irrelevant to them.
  3. Keep it simple yet entertaining. Attention to detail is important, but not all details in your journey as a brand can be relatable to your consumers. It is important to know what to use and highlight in your brand story.
  4. It should always be written with truth and authenticity. Everyone can relate to struggle, but sensationalized content should not be an option just because it catches the attention and emotion of the audience.
  5. Provides a solution to the shared problem. If posing a problem that the audience relates to because of similar experiences is the rising action, providing how your brand contributes to solving the problem is the resolution of your brand story. Focus on providing a solution, otherwise, you are just telling a story and not marketing your product, service or concept.

This might still be confusing. We get it. It can be hard to start writing your own. But how do the biggest and most successful brands in the industry write and sell their story? Read how these five industry-leading businesses used the power of storytelling to establish communities and bonds with loyal customers.

  1. Pampers

Aiming to find an easier way for his grandson to wear and change nappies, Victor Mills began to work on a product that revolutionized child care. Not only did he become successful in inventing a solution to the nappy problem, but they also found a way to launch and sell it in the market. In their ad campaign, Pampers focuses on the efficiency their products bring to child care worldwide.

What makes it a great brand story

Innovation is an anchor for brands like Pampers because it sets their reputation and credibility in the industry that they are part of. Victor Mills’ work changed how people do child care, and through hard work, the success of their innovation became an avenue to market the quality of their products. 

  1. Google

In 1995, Sergey Brin was assigned to show Larry Page around Stanford University. They disagreed about nearly everything during that tour, but in the following year, they formed a partnership. They built a search engine that used links to determine the importance of individual pages on the web in their own college dorm rooms and called it Backrub, which was then renamed to Google. Aiming “to organize the world’s information and make it universally accessible and useful,” Google gained attention from the academic community, and the attention of Silicon Valley investors. In August 1998, Andy Bechtolsheim wrote a $100,000 check for Larry and Sergey, and it birthed the now Google Inc. From their college dorms, they moved their first office to a garage in Menlo Park, California. As they grew their company, immediately outgrowing their garage office and moving to its current headquarters in Mountain View, California, Google became the leading search engine worldwide. Now, it has made hundreds of products, from YouTube, Android, Gmail, to the continuous growth and improvement of Google Search, used by billions of people worldwide.

What makes it a great brand story

Ultimately, Google has been the leading search engine for the internet since it launched. Their service speaks and markets itself, but their brand story caters to the future owners of the innovative tech brands. Their story focuses on their humble start as two college students creating a passion project that resulted in a multi-million success. They may be a multi-billion dollar company, but their brand story makes them approachable, relatable and inspiring for the audience.

  1. Jollibee

Tony Tan Caktiong migrated from China to the Philippines, aiming to seek out opportunities for a better life. His father opened a restaurant after migrating to the Philippines, and at an early age, he became involved in his father’s business and the restaurant industry as a whole. He then pursued chemical engineering but he was more interested in opening his own restaurant business at the age of 22. Following a visit to Magnolia Dairy Ice Cream’s ice cream plant, he grabbed the opportunity to open his own ice cream parlors and distribute Magnolia ice creams. Though his menu focused on ice creams, he would often receive requests from customers to add hot meals and sandwiches to the menu. After giving it a shot, the added menu items became successful enough that he decided to discontinue selling ice creams to focus on fast food. From its early beginnings as an ice cream parlor, Jollibee is now one of the biggest fast food chains in the Philippines. This is one great example of a success story that can help the brand market itself.

What makes it a great brand story

Their story appeals to the audience because it is a story of success. Their target market is the working Filipino class, and their story is one that brings hope for every aspiring business owner in the Philippines. Their brand story sells the underdog story that many people dream of.

  1. Apple

On April 1, 1976, college dropouts Steve Jobs and Steve Wozniak founded the Apple Computers, Inc with the goal of building computers that will be small and efficient enough to be put on people’s own homes and offices. After releasing Apple I and II, they accumulated $117 million sales in 1980, as Apple II revolutionized how color graphics can be integrated in the computer industry. However, this success was followed by Wozniak leaving Apple because of lack of interest. Jobs, in hopes to save the company, hires John Sculley to be president, but this only resulted in Jobs leaving in 1985 to venture out on new endeavors. He founded NeXT Software and bought Pixar, which would later find success for animated movies. During this, Apple was doing well on its own, mostly because of the plans that Jobs had already started before he left. One of these is a deal with the then small company, Adobe, that created the Adobe Portable Document Format (PDF). They continued to be one of the leaders of innovation, but it was slowly deteriorating. Microsoft founder Bill Gates sent an appeal to license its software, but Sculley turned it down. Years later, Microsoft’s Windows operating system posed to be their greatest competition in the late 1980s and throughout the 1990s. After its peak in 1990, Apple faced the threat of collapse, but when they desperately needed an operating system, they bought NeXT Software and asked for the help of Steve Jobs. Jobs then became the interim CEO and quickly decided to make some bold changes. He allied with Microsoft to create Mac’s own version of the office software, but the biggest turning point of the company was when Jobs introduced the iBook and the iPod, which both revolutionized the computer industry.

Following the success of these two, they launched iPhone in 2007 and it became one of the world’s most successful products even to this day.

What makes it a great brand story

Steve Jobs’ story of success will never not appeal to the masses. His story will always be attached to Apple’s success story because he built and rebuilt Apple. Just like Jollibee, his success story touches the hearts of the dreamers in the target market, but Apple’s story as the lead innovators in the market strengthens their credibility as a brand.

  1. Emirates

In 1984, one of the members of Dubai’s progressive royal family, Sheikh Mohammed bin Rashid al Maktoum asked Sir Maurice Flanagan to plan starting their own airline. By the end of the same year, a detailed business plan for a strong and competitive airline named “Emirates” was ready to dominate the skies. In its first flights in 1985, Emirates flew from Dubai to Karachi and Mumbai using Boeing 737 and Airbus 300 B4, and as the years pass, by the 1990s, Emirates has grown its services as an airline to 50 destination cities namely Riyadh, Tehran, Singapore, Manila, Manchester, London Heathrow, Hong Kong, Beirut, Paris, Rome, Zurich, Jakarta, Dammam, Muscat, Nice, Larnaca, London Gatwick, Johannesburg, Nairobi,  Athens, Melbourne, Kuala Lumpur, Dar-es-salaam, Malta, Peshawar, Islamabad, Lahore, and Munich. Even with the COVID-19 pandemic affecting the travel and airline industries with the restrictions for health safety, Emirates’ success has not stopped, as they stay as the largest international airline with 15.8 million passengers carried in 2020.

Since its launch almost 40 years ago, Emirates has been a big figure in the airline industry, and with the track record of their successes and firsts in the industry, it is needless to say that Emirates is one of the biggest figures and most successful airlines to date.

What makes it a great brand story

At its start, Emirates was an airline for the rich. Luxury was engraved in their brand, and especially in their brand story. Now that they have slowly catered to the masses, their story sells years of authenticity and it helps feed the audience’ interest to experience luxury.

They say that every good writer is also a good reader. You have read the brand stories of the leaders of the industry, and how they used their storytelling strategies to elevate their brands. Now, it is time to write your own!

A good brand story introduces your brand to the audience and creates a connection.