The importance of marketing storytelling has increased over the years and this is not surprising at all. A good story makes your brand more personal, helps you connect with your audience and increases brand loyalty.
Since humans first walked the earth, they have told stories as a way to shape our existence. Even before the written word or oral language, humans would use cave drawings to tell their stories.
There is a reason why parents teach valuable lessons through this method to their children. Stories are engaging and capture the attention of the listener. And this is exactly why it’s such a powerful marketing tool.
Think of major brands like Lego, Coca-Cola, and Google. One of the main reasons why they have become icons is their likeable storytelling. They are not just “that other brand” because they know how to engage with their audience through great stories.
Let’s see some examples of powerful marketing storytelling:
1. Johnnie Walker
One of the best-known taglines in the liquor industry is probably “Keep Walking” by Johnnie Walker. The story dates back to 1819 when John, the founder, was still a young boy working on a farm, and it starts “the year was 1819 and John Walker’s father had just died. A tough start for a humble farm lad, you might think, but there was always something special about John. A glint in his eye, a fire in his belly, a spring in his step perhaps“.
John had to sell the farm and started to work at a local grocery shop. He was passionate about whisky so he decided to blend his own and sell it at the shop. He always tried to produce the best quality whisky and made him quite popular. He continued producing and selling whisky until he passed away in 1857.
His son Alexander continued his father’s legacy and introduced the square bottle to reduce breakages. Later, Alexander passed the brand to his sons Alexander II and George. They renamed to whisky to the popular Johnnie Walker Red Label and Johnnie Walker Black Label.
Johnnie Walker has become one of the biggest whisky brands in the world, starting from a small business settled at a local grocery store. “Keep Walking” shows you that the journey is just as important as the result.
Patagonia is a brand with some of the most passionate followers because they are an outdoor clothing brand with an environmental focus.
While insisting on offering the best quality, the brand has contributed to a sustainable society and natural environment by developing eco-friendly materials and returning 1% of its sales back to society.
Following their philosophy, every piece of their marketing points to their commitment to quality and care for the environment.
Patagonia’s visual content generally uses pictures sent by their own customers doing sports outdoors. These images reach out to a very specific audience. After all, not everyone associates mountain climbing with a good time. But for their target audience, these are the images that inspire and send them off into planning their next adventure.
While travellingin Argentina in 2006 founder Blake Mycoskie witnessed children growing up without shoes. Wanting to help, he created Toms Shoes (today know as Toms).
“With every product you purchase, toms will help a person in need “
In a nutshell, Toms’ core is one for one. At the start, their main focus was that for every pair you purchase, Toms matched it with another pair for a person in need.
Nowadays, they have taken it a lot further. Toms helps provide shoes, sight, water, safe birth and bullying prevention services to people in need.
Be sure to check them out and help a person in need Toms.
4. Warby Parker
Warby Parker was founded as a rebellious movement to tackle the problem of expensive eyewear after one of its founders lost his glasses on a backpacking trip and could not afford to replace them. The cost of new glasses was so high that he spent the entire first semester without glasses.
The rest of the founders had a similar experience and were amazed how hard it was to find a pair of quality frames without spending all the money in their wallet.
And just like Toms, Warby Parker partnered with nonprofits such as VisionSpring to distribute a pair of glasses to someone in need for each pair sold.
Is there a better marketing storytelling example than Lego? They took storytelling in a very literal way and even created The Lego Movie.
The movie is about an ordinary Lego figure called Emmet. He is just another normal guy but is key to saving the Lego universe from the evil tyrant Lord Business. As a person watching the movie, you feel an instant connection with the main character.
But Lego does not stop there, they have a bigger purpose. They try to challenge the minds of young and old to create things beyond their imagination. They don’t only sell blocks, they sell possibilities.
GoPro began as an idea to support athletes and making it easy to document themselves. Now they have become a standard for people capturing themselves in their interests.
GoPro helps people capture and share their lives most meaningful experiences with others, to celebrate them together. They have created a community of people that create their own stories and share it with others.
- Marketing storytelling is a great way to show your brand’s personality and make it more human.
- With a great story around your brand, you can create an engaged group of followers.
- Including an element of social good in your story can help you boost your story.