Brand Stories That Got It Right
On January 25, 2017, Jennasis founder and president, Jennifer Chernisky, shared at a Women to Women speaking event hosted by Kathy Romito at Western Reserve Hospital. She spoke about the importance of brands telling stories.
So now we know that not only does storytelling create a solid foundation for a successful marketing strategy, but we’ve also learned our story must be unique, authentic, consistent, current, relevant and must have a sequel. There are a lot of brands out there that are doing everything right, and we can learn from their example.
Examples of brand stories that got it right:
Toms Shoes: One for One
Brand Story: According to the Toms’ website, which includes The Toms Story, founder Blake Mycoskie “witnessed the hardships faced by children growing up without shoes” while traveling in Argentina in 2006. “Wanting to help, he created Toms Shoes, a company that would match every pair of shoes purchased with a new pair of shoes for a child in need,” the site says.
Why it Works: In an era of unprecedented competition and an abundance of comparison data, Stephen Golub, vice president of digital marketing agency DXagency, notes a new consideration point has become increasingly important: Do people like you? People like Toms Shoes because it solves a problem, has a visible founder and does good. Toms Shoes is the perfect example of a brand that uses storytelling to reach the emotions of the consumer, while also making a quality product that keeps on giving back to the community.
Go Pro: Think it. See it. Do it.
Brand Story: In a letter from founder and CEO Nicholas Woodman on the GoPro site, he writes, “GoPro helps people capture and share their lives’ most meaningful experiences with others – to celebrate them together. Like how 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. The world’s most versatile cameras are what we make. Enabling you to share your life through incredible photos and videos is what we do.”
Why it Works: It’s all about community and sharing. According to boilerplate, what began as an idea to help athletes document themselves, GoPro has “become a standard for how people capture themselves engaged in their interests, whatever they may be.” This brand not only has its own story to tell, but it also enables customers to create, record and share their own stories with the world in a unique and memorable way.
Uber: Your Ride, On Demand.
Brand Story: Uber says it is evolving the way the world moves. “By seamlessly connecting riders to drivers through our apps, we make cities more accessible, opening up more possibilities for riders and more business for drivers,” the brand adds.
Why it Works: Uber is the rebellious taxi alternative that has redefined transportation. Uber is relevant and current, revolutionizing transportation services by making it convenient, technology-based and affordable.
Every brand has a story; some tell it better than others. What brand stories resonate with you? How can you tell your story and help others tell theirs? Your brand can become greater so tap into your story and make it work!
Becky Martin is a content writer with a passion for creativity, and also has an extensive background in psychology. In addition to writing, Becky is an avid reader who collects old books, loves to sing and travel, and drinks way too much coffee! She lives outside Philadelphia with her husband Jeff and adorable sons Charlie and Lucas.