Introduction

Have you ever observed how certain companies engage their audience effectively and make a strong impact, whereas others fade into the background? The key to their success lies not just in their product, but also in their storytelling. Business storytelling transforms indifferent facts into a compelling story that attracts customers, fosters trust, and ultimately boosts sales. Telling stories can make your business more relatable, whether it's a new startup defying the odds or an established brand shedding light on its origins. Are you prepared to explore some captivating instances of business storytelling that will motivate your brand to distinguish itself?

Weight Watchers - A healthy conscience

Weight Watchers prioritizes products that improve the health and well-being of individuals. Their narratives connect with the feelings of their viewers, touching upon aspects of emotional and physical well-being. The "Awaken Your Incredible" campaign is different from traditional marketing campaigns as it delves into the underlying reasons behind dieting, going beyond just focusing on weight loss, a topic that many individuals are keen to explore. This is the point at which their business storytelling really stands out.

Pepsi

The commercial shows Kendall Jenner playing a young woman who starts off in a photoshoot but later gets involved in a protest. After a recognizable sequence of scenes, Jenner offers a chilled can of Pepsi to a cop, who receives it with approval, resulting in a heartwarming ending.

Nevertheless, this campaign was extremely insensitive. Pepsi neglected to take into account the feelings of the minority groups they were targeting, particularly because the commercial was shown during the 2017 "Black Lives Matter" protests. It minimized an important cause by implying it was just about "a few men in need of a Pepsi." Jenner, portrayed as the hero, is not seen as credible due to belonging to the 1% that genuine protestors usually criticize. Moreover, the product's function seemed completely unrelated to the story.

Warby Parker - Let your eyes speak

One company in the eyewear industry has control over more than 80% of the top global brands, allowing them to have a significant influence on pricing. Warby Parker was established to challenge the existing monopoly by offering fashionable eyewear at reasonable prices to all.

Consumers are no longer interested in traditional product specifications that list sizes, materials, and colors; they consider them outdated. Warby Parker, a US-based eyewear manufacturer, embraces a "spirit of rebellion and ambitious goal" in their approach. Their use of visual storytelling effectively conveys crucial information in a clear and concise video depicting the entire process of crafting each pair of glasses, from the start with raw materials to the finished product. Warby Parker sets themselves apart from other eyewear brands by emphasizing their affordability, giving more depth to their pricing rather than just presenting it. The video showcases a powerful human element, nurturing an intimate bond and highlighting the meticulous handiwork put into crafting the glasses. Moreover, the company further enriches this individual connection by narrating tales about their beginnings on their cleaning fabrics. In addition to telling stories, Warby Parker also participates in charitable activities by giving a pair of glasses to someone in need for each pair purchased, demonstrating a basic human inclination to assist others and strengthening their reputation as the "optician of the people."

Apple - Thinking big!

Apple is a prime example when it comes to exceptional business storytelling. Their advertisement 'Your Verse' effectively demonstrates a strong narrative. Robin Williams' thought-provoking question, "What is the verse you will contribute?" inspires viewers to ponder their own experiences and impact, all while acknowledging Apple's groundbreaking technology. Even though this question came up at the time of the iPad release, it still encourages you to reflect on your individual influence on society.

"FaceTime Every Day" was an engaging set of advertisements featuring individuals using FaceTime to stay in touch with friends and family. The ads focused on the meaningful connections between the actors instead of just the iPhone 5, showcasing the deep emotional importance of visual communication. The campaign ends with a powerful message: "Each day, the iPhone facilitates more in-person connections than any other mobile device."

Lloyds Bank - Your financial fortress

In this depiction of visual narrative, we see a group of horses running along a shoreline with people observing from above on a cliff. In the end, both groups unite for a heartfelt moment, exchanging soft nuzzles.

Once the tagline "there for you" fades across the screen, it is evident that horses are a metaphor for Lloyds, while humans represent customers. Although somewhat attractive, the implementation seems overly extravagant and ultimately lacks depth.

Asana - Let the words fly

In the modern workplace, we frequently get overwhelmed by countless emails, causing us to lose time and impede communication efficiency through sorting, filtering, replying, and forwarding. Asana changes this process by allowing teams to generate and delegate tasks, as well as facilitate conversations and feedback without relying on emails. This groundbreaking platform has transformed how teams work together, promoting enhanced collaboration and cutting down on time spent on emails.

Subaru - For the hodophile in you

The clever and relatable narrative reveals their touching visual story. In this brief video, we observe a dog traveling through time, revisiting different scenes that depict the usual memorable moments in a family's life.

The story focuses on the amount of memories the car holds as the dog remembers its puppy days, emphasizing the car's enduring worth as a smart purchase. The video hints at the vehicle's ability to navigate off-road, set in a rugged desert landscape. Subaru skillfully uses inference to strengthen their communication. This brand successfully establishes a presence among contemporary young families seeking a dependable vehicle.

Burt's Bees - ‘Bee-live’ in the goodness

The video exudes positivity, revealing Burt's playful humor and excitement as he gives a thumbs-up, despite his lack of enthusiasm for the internet generation. This difference distinguishes Burt's Bees from the beauty industry, where popularity and social influence are frequently emphasized. Mainly based outside, the video highlights the brand's natural beginnings. Burt's Bees story is told on different platforms, and Burt's life has also been showcased in a feature-length movie. In "Burt's Buzz," Roxanne Quimby, the co-founder, discusses how she chose to emphasize Burt's eccentric personality to establish the brand's identity and stand out in the market.

Moleskine - Write smart

Notebooks have been the loyal companions of many of history's most esteemed artists and intellectuals such as Vincent van Gogh, Pablo Picasso, and Ernest Hemingway, who used them to jot down ideas and held them in high regard. Moleskine was established to pay tribute to this legacy, striving to provide individuals with the equivalent high-quality notebooks that were carried by these extraordinary creative icons on their great adventures. By taking this action, Moleskine encourages a younger demographic to record their ideas and aspirations in a tool that has sparked imagination for generations.

Patagonia - Try not to buy

Designed by - Randy Harward, Patagonia's R&D leader

In 2011, Patagonia started a strong text-based storytelling initiative called "Don't Buy This Jacket," placing an advertisement in the New York Times right before Black Friday to address consumerism. This brave decision motivated consumers to rethink their buying behaviors while also connecting the idea of making ethical choices with their brand. The campaign demonstrated remarkable transparency by disclosing that half of the finished jacket's weight is wasted. Their mission statement "save the world with Patagonia" encapsulates this message, emphasizing the increasing focus on ecological consciousness in brand narratives. Through this project, Patagonia not only set itself apart but also encouraged a more mindful approach to consumer behavior.

GoldieBlox - Girl the builder

During her time studying Mechanical Engineering at university, Debbie Sterling was surprised by the scarcity of women in her program. This revelation motivated her to develop GoldieBlox, a series of building toys crafted to cultivate abilities such as reasoning and spatial comprehension, which are commonly linked to boys' toys such as Lego. GoldieBlox's goal is to close the divide by offering the type of toy Sterling desired, encouraging young girls to explore engineering and construction. In this way, the brand aims to assist girls in achieving equality in industries typically dominated by men, encouraging a fresh wave of female engineers and creators.

Conclusion

Every successful business has a narrative that resonates with individuals at its core. These instances of business storytelling demonstrate that it involves more than just marketing a product; it also involves cultivating relationships, evoking emotions, and establishing a memorable brand experience. What is the narrative behind your brand, and how do you plan to communicate it effectively to your target market? There are limitless possibilities - it is now the moment to create your story and make your brand's voice heard!

Storytelling in Business - Examples