3 brands who mastered the art of storytelling

The one that can tell a great story. The kind that makes you gather around to hear. No matter who you are, where you’re from or what age you are, everyone likes a good story. I think it must trace back to our childhood, to bedtime stories, meant to inspire our imagination, or just help our parents get us to “Go the F*%K To Sleep.”

I’ve come to realize that stories are one of our most powerful forms of communication. It’s stories that build connections that can span countries, audiences and generations. Because people always remember a good story. A great story that personifies your brand is what you need in order to position yourself in the most effective way possible. Therefore, the most memorable brands with the greatest stories are the ones that stand out the most. Here are 3 brands who have done just that.

Nearly everything Nike does is accompanied by a backstory. Instead of pushing a product with a Sell! Sell! Sell! mentality, Nike’s launch of a new footwear “Flyease” was released alongside a video and an article that told “The Flyease Story” of how the shoe came to be. This is a brand that acts with purpose. This specific shoe was designed with a specific function; for athletes who have trouble getting in and out of shoes and securing them. And the story behind it will make you look at the brand in a whole new light, I guarantee it.

For handheld video camera brand Go Pro, every single day is a new opportunity to tell a story, to capture and share the most meaningful experiences in life, and celebrate them together. They have been successful in building brand loyalty through their user-generated content, with over 6,000 new videos uploaded to YouTube daily. The idea is that in the same way that “a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun.”

Burt’s Bees has an actual story, when its founders Roxanne, an artist, and Burt, a beekeeper met in 1984 while hitchhiking, hit it off and started making wax candles together. It’s simple, sweet, and despite the company’s success, they have stuck to their philosophy that “What you put on your body should be made from the best nature has to offer.” They have an entire section of their website devoted to their story and use videos to educate consumers about the processes. If you only watch one video, make it “Burt talks to the worker bees.”

Everything we do becomes part of our story, part of who we are, what we believe in, what we stand for. For your brand to really stick out, you’ll need to clearly define its story and how you want to tell it. Reach your consumers in an emotional way, make a meaningful connection, be a great storyteller and watch your audience grow.