Brand Storytelling Examples

The Story

Nike doesn't sell shoes—they sell human potential. Their brand story positions every customer as an athlete with untapped greatness inside them. From the original "Just Do It" campaign featuring 80-year-old marathoner Walt Stack to Colin Kaepernick's "Believe in something, even if it means sacrificing everything," Nike consistently tells stories of ordinary people doing extraordinary things.

What Works

• Customer is the hero, not the brand
• Emotional transformation over product features
• Celebrates struggle and perseverance
• Inclusive definition of "athlete" (if you have a body, you're an athlete)

The Story

Airbnb's story started with two broke designers who couldn't afford rent and put an air mattress in their living room. But their brand story evolved beyond that origin—it became about belonging. The "Belong Anywhere" narrative positions Airbnb as an antidote to the isolation of modern travel, offering authentic human connection in a world of sterile hotel rooms.

What Works

• Humble origin creates authenticity
• Taps into universal human need (belonging)
• Host stories showcase real community
• Visual storytelling through user-generated content

The Story

Patagonia's brand story is radical: they once ran an ad saying "Don't Buy This Jacket." Their narrative is built on environmental activism, not outdoor gear. Founder Yvon Chouinard's story—from climbing bum to reluctant businessman to giving the company away to fight climate change—gives the brand unmatched authenticity.

What Works

• Actions match words (1% for the Planet, Worn Wear program)
• Willing to sacrifice sales for values
• Founder story reinforces brand values
• Transparency about supply chain and impact

The Story

Apple's brand story positions them as the rebel fighting for the creative misfits. The famous "1984" Super Bowl ad, the "Think Different" campaign celebrating Einstein, Gandhi, and Lennon, and the garage origin story all reinforce the same narrative: Apple is for people who see the world differently and want to change it.

What Works

• David vs. Goliath positioning (even when they became Goliath)
• Celebrates the customer's identity, not just their needs
• Consistent visual and verbal storytelling
• Mythology around founders (Jobs' garage, his return)

The Story

Warby Parker's origin story hooks you immediately: a grad student lost his glasses on a trip and couldn't afford to replace them. The founders discovered that one company (Luxottica) controlled the eyewear industry and kept prices artificially high. Their story is about democratizing access to something essential while giving back (Buy a Pair, Give a Pair).

What Works

• Clear villain (industry monopoly)
• Relatable founder pain point
• Built-in social mission
• Disruption narrative appeals to conscious consumers

The Story

Dove transformed from a functional soap brand to a movement for body positivity. The "Real Beauty" campaign, featuring real women instead of models, challenged beauty industry norms. Their "Evolution" video showing the manipulation behind beauty ads went viral and positioned Dove as an ally in the fight against unrealistic beauty standards.

What Works

• Challenges industry they're part of
• Research-backed messaging (Real Beauty studies)
• Real people, not models
• Long-term commitment (20+ years of consistent messaging)

The Story

Spotify's brand storytelling shines through Wrapped—the annual personalized listening summary that turns every user into the protagonist of their own music journey. By using data to tell personal stories, Spotify makes each customer feel seen while creating a massively shareable cultural moment.

What Works

• Personalization at scale
• User data becomes user stories
• Built-in shareability and social proof
• Celebrates individual taste and identity

The Story

TOMS founder Blake Mycoskie's story is inseparable from the brand: traveling in Argentina, he saw children without shoes and created a company where every purchase funds a pair for someone in need. The simplicity of "One for One" made the story easy to tell, share, and remember.

What Works

• Founder journey creates emotional connection
• Simple, memorable social mission
• Every purchase continues the story
• Visual evidence of impact

The Story

Mailchimp bootstrapped for 20 years before reaching a $12B acquisition. Their brand story celebrates small business owners—the scrappy entrepreneurs building something from nothing. The quirky, approachable brand voice (and Freddie the chimp) positions them as the anti-enterprise, pro-underdog email platform.

What Works

• Bootstrapped origin builds credibility with SMB audience
• Distinctive, playful brand personality
• Celebrates customer success stories
• Approachable alternative to corporate competitors

The Story

Tesla's story is about saving the planet, not selling cars. Elon Musk's narrative positions Tesla as humanity's best hope for a sustainable future. The story spans from the original Roadster (proving EVs could be desirable) to the Semi and Cybertruck—each chapter advancing the mission.

What Works

• Massive, inspiring mission (save the planet)
• Each product is a chapter in larger story
• Founder as narrator and protagonist
• Open-source patents reinforce mission over profit

The Story

Glossier emerged from Emily Weiss's beauty blog "Into The Gloss." The brand was literally built by and for its community. Customer feedback shaped product development, real customers became the face of campaigns, and the brand story centered on celebrating natural beauty rather than covering it up.

What Works

• Community-first approach
• Customers as co-creators
• User-generated content as brand content
• Founder's authentic journey from blogger to CEO

The Story

Lego's story spans nearly a century—from a Danish carpenter's workshop to one of the world's most valuable brands. The narrative centers on the power of play and creativity. Their near-bankruptcy in 2003 and subsequent turnaround adds a powerful redemption arc to the brand mythology.

What Works

• Multi-generational emotional connection
• Nostalgia plus innovation
• Vulnerability in sharing near-failure
• Consistent theme: imagination and creativity

The Story

Allbirds co-founder Tim Brown, a New Zealand soccer player, wondered why no one made shoes from merino wool. The origin story combines unexpected material innovation with sustainability, creating a narrative of "what if we rethought shoes from scratch?"

What Works

• Unexpected founder background (athlete, not designer)
• Simple product insight drives story
• Sustainability woven throughout, not bolted on
• Transparency about carbon footprint

The Story

Oatly's brand story is told through irreverent, self-aware marketing that makes fun of traditional advertising. Their packaging is covered in quirky copy, they openly discuss their flaws, and they position themselves as the weird underdog fighting Big Dairy. The story is anti-corporate even as the company grew.

What Works

• Distinctive, ownable voice
• Self-deprecating humor builds trust
• Transparency (even about controversies)
• Every touchpoint tells the story

The Story

Southwest's brand story centers on democratizing air travel—making flying accessible to everyone, not just the wealthy. But what makes their storytelling work is the employee focus. Stories of flight attendants going above and beyond, pilots who help passengers, and a culture that puts people first reinforce the narrative at every touchpoint.

What Works

• Employee stories as brand stories
• Consistent experience matches the narrative
• Humor and personality in a commoditized industry
• Clear values: transparency, hospitality, fun