Any brand can tell stories, not every brand can tell them well, or even understand the real art of an actual story. Stories are the way we connect with consumers and help them understand who we are and what we stand for. Who are the people and faces behind the logos and products we choose to buy and hopefully love. Storytelling is one of the most effective ways to convey the very essence of the brand. Here’s three brands that we think are doing a great job of telling their stories.
Suja Juices:
We’ve been a fan of Suja since the early days. Not just their clean, modern branding and bright, fresh juice flavors, but also their clear message and storytelling. From the beginning it was clear that the founders were living a healthy lifestyle. It was not uncommon to see posts that highlighted noon lunch breaks that included yoga or stand up paddle boarding.
If you dig deeper into their brand story, you don’t see just the info of the founders – you see their manifesto. Instantly I know this is a company that I want to know more about and I can get behind. They’ve taken time to tell me exactly what they stand for…and not just the stuff that applies to their juices like organic, environmentally friendly, etc. They tell me they believe dogs should be in more boardrooms and beaches, kindness quenches the soul and yoga relieves stress. Their message is enlightened…much like a zen yogi.
On the other hand, meet our second Storytelling Superhero whose message is equally clear and on brand with their gritty sense of purpose equal to their passion.
Black Rifle Coffee Company:
There’s no doubt the coffee world is crowded with brands coming (and going) all the time. Enter Black Rifle Coffee Company; a brand that has been successful at disrupting this world from their very first day (to the point of even challenging Starbucks). And without even seeing a piece of collateral, you instantly get a sense of what this brand might be like based on their name alone. One trip to their website, social media pages or glimpse of their packaging, and you immediately know this is a brand that is military driven, conservative, raw, and unapologetic and confident about their opinions on everything from gun ownership to hipsters. It’s even part of their mission statement; “….as the premier coffee company to the conservative customer; while honoring those who protect, defend, and support our communities and our country.”
As a company that is entirely veteran owned and operated, they have excelled at sharing not only their brand story through opinionated statements about providing to independent coffee shops or Pro-2A gun shops/clubs, uniquely named products like AK-47 Espresso Blend, or gritty design elements, but also the individual stories of the people behind the company. It’s common to see pictures of new employees or promotional videos that star current employees or brand ambassadors as a way of remaining transparent, and also continually relating to their key audience members and providing them with something that’s not just a company, but a community of people who know and understand exactly who they are and what they’ve been through.
In the current marketing landscape that has leaned more towards political correctness as a way of not alienating demographics, BRCC’s approach of doing just the opposite has not only made their brand story and messaging more authentic, it has helped make them as successful as they are today, as they say, “…towards emancipating the conservative American from corporate coffee.”
Meet our third brand who has harnessed the power of storytelling for over a decade now, and in turn, created a global name and set the bar for brand’s giving back.
Tom’s Shoes:
TOM’s Shoes began with a simple idea that has grown into a successful global business. While traveling in Argentina in 2006, Blake Mycoskie witnessed the hardships faced by children growing up without shoes. His solution was to create a for profit business that donated a pair of shoes for every pair purchased under the banner of One for One®. Today, TOM’s shoes not only provides shoes for the needy but also eyewear, improved access to water and more. Blake used his own personal journey to propel his business and lead a movement. Since 2006, TOMS has given more than 15 million pairs of new shoes to children in need and helped restore sight to over 250,000 people.
TOM’s uses its story to educate and more importantly engage, harnessing the power of brand advocates known as “Tom’s Tribe” who are socially-savvy and inspired by a shared sense of purpose. Mycoskie stated, “Human minds rely on stories and story architecture as the primary road map for understanding, making sense of, remembering, and planning our lives – as well as the countless experiences and narratives we encounter along the way.”
Unsure what your brand story is, or how to tell it in a way that remains authentic? Shoot us an email and we’d be happy to chat.
