What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in
this video I'm going to show you five captivating brand storytelling
examples from some of the most engaging brands in
the world so you can take inspiration and leverage the most effective
communication strategy known to man and brand.
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now when it comes to brand strategies there are none more intriguing
more captivating more sexy than brand storytelling
even the word storytelling makes you want to know more makes you turn your
head grabs your attention you think well
story who's this about what's it about how does it end
now not all big brands are great storytellers but
certainly the most modern brands the most masterful brands
really are leveraging storytelling they really understand the value
of storytelling they use it to first engage their audience and then to build
really strong relationships so that's what we're going to look at in this
video we're going to look at five of the best examples of modern
brand storytelling that you can take into your own business brand
storytelling example number one is Spotify now Spotify really is a
modern brand and they do have the added advantage of big data they take the data
and they use that to really understand who their audience is
and they use it to connect with them as well so they put together campaigns
based on the behaviors of the listening of their audience and they use that to
connect with them as well every year they do a wrap-up of the year
that was in music and the year that was in the behaviors
of their users and they really do put a comical spin on that to engage
their audience and really make them laugh so an example of that would be
how many horses Lil Nas X had back in 2019
in 2017 a fan made a playlist called man-buns
and fidget spinners we thought it might be awkward to put
man-buns here and be as loving as the person who put 48 Ed Sheeran songs
on their I love gingers playlist brand storytelling example number two is
Airbnb now Airbnb use storytelling in many different ways but one of the most
effective ways that they use it is through their community they give
their community a platform to share their own stories and this
really does build engagement and they take those stories and they put them
right on their website as well now one of those stories was from a host called
Fabio in brazil and he had a guest coming to stay with him
and she called him crying hysterically she had lost
her wallet with her passport and her cards and all her cash in it she had
nothing and Fabio went downstairs and met her at the front door
and jumped in the taxi and went back to every single bus stop that the bus route
had taken her on and went all the way back to the bus
depot helped her to sign the forms for the lost property and
asked them to check all of the buses to see if the
wallet was on there and lo and behold she got her wallet back with all her
cards all her money and her passport in there as well so it really goes to
show the relationships that Airbnb are trying to
build in their community between their hosts
between their guests so that people really feel like they belong and that at
the end of the day is their goal they want their hosts to
make their audience feel like they belong they want them to make their
guests feel like they belong because that is their tagline Belong
Anywhere and they really do drive that home in their storytelling brand
storytelling example number three is Warby Parker now Warby Parker use
brand storytelling with an origin story now an origin story is a story
about how the brand was founded now although I do talk a lot about
storytelling not being about the founders the only
exception to this rule is if the founders story aligns with the
story of the audience so that way they can
relate to it and essentially what happened is one of the founders
Neil Blumenthal he broke his glasses when he was in
university and he wanted to get them replaced
and he realized how expensive they were so
he started asking questions as to why those glasses were so expensive and what
he found out was that the same company held all
the licenses to all of the major eyewear companies so
the likes of Ray-Bans Oakleys Prada the same company
had all of those licenses and really held the monopoly on the
price of eyewear so he and his friends decided to put
together a company where they would give designer eyewear
at a revolutionary price to their audience and that was their
focus so that ties in with the same story as other people had
they had this challenge that they needed to overcome
they were being charged ridiculous rates for designer eyewear
and they all had that pain point so that's an example where storytelling and
an origin story of how a brand was created if it ties in
with who the audience is then it's a great way to resonate with them
brand storytelling example number four is from Dove now a few years ago
Dove ran a campaign where they had a forensic sketch artist
draw pictures of women describing themselves
now the picture they drew of the women describing themselves was far less
attractive than the picture drawn by other women
describing that same person which highlighted this
sense of insecurity that these women were
carrying around so in this short story they've told these women that they are
far more beautiful than they think they are and this plays
into Dove's self-esteem project and that is where
they're raising the awareness of self-esteem within women and the fact
that the cosmetics industry and the fashion industry for so long have been
telling women that this is how you should look
and it's had a major impact on the self-esteem of women that's
what Dove's purpose is now and this campaign is a great way of telling that
story and sharing that story an sharing the idea with women
that you are beautiful inside and out and brand storytelling example number
five is Nike now Nike is a master at storytelling
they use storytelling at nearly every single touch point
and they're very very big on equality they stand
beside their audience side by side on any issue
got to do with equality and in 2017 they ran a campaign called What Will
They Say About You where they stood side by side
with muslim and arab women in a pro-hijab campaign and they had
their Nike logo on a hijab and told stories of arab women
training to compete in whatever sports they were competing in so
this is a really good example of how Nike uses
individual stories and specific stories of individual
athletes to shine a light on the oppressions and the inequalities
that exist in the world so Nike is a great storyteller if you're in branding
if you're into brand strategy and you want to look at storytelling in a bit
more detail take a look at Nike now you'll notice
from all these examples no one example is the same as the other
they all approach storytelling in a different way and that's the same
with any kind of story telling whether it's a book
or a movie there is no right or wrong way there is no
one approach and storytelling is creative so when it comes to your own
brand when it comes to your own storytelling
know who your audience is and get creative with your storytelling
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involved but I'd love to hand it over to you now what is your experience when it
comes to storytelling what's your favorite example
when it comes to storytelling I'd love to hear from you if you've got any
challenges at all in relation to storytelling as
well I'd love to hear from you in the box below I'll do my best to answer all
of those until next time brand like a master and I
will see you in the next video!