Brands Without Stories are Forgotten: How to Make Yours Shine
In the world of business, having a great product or service isn’t enough. You could serve the best coffee in the world, but without a story, your brand risks being just another face in the crowd. A compelling story transforms your brand from a commodity to an experience. It turns everyday interactions into meaningful connections, and customers into loyal advocates.
As an entrepreneur and leader, you are the storyteller of your brand. Without a story, you risk being easily replaced and quickly forgotten. So, how do you make your story shine? Let’s explore eight strategies to help you leave a lasting impact.
Let’s Connect!
What is Storytelling?
Storytelling is the art of sharing experiences, ideas, and emotions in a way that captivates and connects with others. It goes beyond simply conveying information; it weaves narratives that evoke emotions, inspire actions, and leave a lasting impact. At its core, storytelling is a powerful tool that uses words, visuals, and expressions to craft meaningful connections between the storyteller and the audience. It’s about taking people on a journey, making them see, feel, and experience things in a way that resonates on a deeper level.
Who is a Storyteller?
A storyteller is a creator, communicator, and connector. They possess the ability to turn ordinary moments into memorable experiences, using their voice, expression, and perspective to breathe life into their narratives. A storyteller doesn’t just recount facts or events; they bring authenticity, passion, and insight into their stories, allowing audiences to engage and relate in a personal way. Whether through words, visuals, or actions, a storyteller bridges the gap between reality and imagination, creating a shared experience that leaves an impression on the listener or viewer.
1. Connect Personally with Your Brand
“Why do you do what you do?” is a question every entrepreneur must answer. People connect with people, not logos or slogans. Authenticity matters, and sharing your personal connection to your brand lets customers see the real person behind the vision.
When I started 787 Coffee, I didn’t just want to sell coffee—I wanted to share my pride in Puerto Rican coffee culture and honor my heritage. I wanted every cup to be a story of passion, pride, and craftsmanship. So, think about your “why” and let it be the heart of your story.
2. Embrace Your Roots
Your roots are your brand’s foundation. They are what make your story unique and memorable. At 787 Coffee, our roots are deep in Puerto Rico, and we make sure that every customer feels that connection. We talk about our farm, the soil, and the hands that nurture every bean.
Whatever your brand’s origin, highlight it proudly. Your roots give depth and authenticity to your story. And remember—customers love to support brands with a sense of place and purpose.
3. Speak with Passion about Your Craft
Passion is contagious. When you speak about what you do with genuine enthusiasm, people can’t help but be drawn in. Customers want to hear the stories behind the products they love—the challenges you overcame, the moments of pride, and the small victories that made it all worth it.
At 787 Coffee, we share the farm-to-cup journey, not just because it’s what we do, but because we’re proud of it. When you speak with pride about your craft, you’re inviting others to appreciate the process and become part of the experience.
4. Create WOW Moments
A story is not just what you tell; it’s what you show. WOW moments are those unexpected, delightful experiences that leave a lasting impression. They are the little things you do to make customers feel valued and appreciated.
For example, at 787 Coffee, we might surprise a customer with a handwritten thank-you note or offer them a free sample of our latest blend. These small acts show that you care, turning customers into storytellers for your brand.
5. Extend Your Story Online
Your story doesn’t end when the customer leaves your shop or website. Social media is an extension of your storytelling platform. It allows you to connect with customers, share behind-the-scenes moments, and invite them into your journey.
I often share moments from our farm, coffee tastings, or personal reflections on leadership and growth. The goal isn’t to promote but to connect. When you let customers see the human side of your brand, you deepen their connection.
6. Be Consistent in Your Message
Consistency builds trust, and trust builds loyalty. Your brand’s story should be clear and consistent in every interaction, from the way you talk about your mission to the way you serve your customers.
At 787 Coffee, our mission is to share the taste of Puerto Rico, and we make sure that every interaction reflects that. Consistency helps customers understand what you stand for, making your brand more memorable and trusted.
7. Invite Customers to Be Part of the Story
Your customers aren’t just spectators—they are part of your brand’s journey. Invite them to share their experiences, give feedback, and be part of your community. When customers feel like they belong, they become your biggest advocates.
We encourage customers at 787 Coffee to share their thoughts, try new blends, and connect with us on social media. By inviting them into our story, we make them feel like valued members of our community.
8. Live the Values You Speak About
Your actions should always align with the story you tell. Customers appreciate authenticity, and they can spot a disconnect from a mile away. If you say you value community, show it through your actions. If sustainability is your mission, commit to it wholeheartedly.
At 787 Coffee, we talk about sustainability and integrity, but we also practice them. We work to reduce waste, support our farmers, and invest in our communities. Living your values makes your story believable and impactful.
Storytelling is a key strategy used by many successful companies to create deeper connections with customers, build brand loyalty, and drive sales. Here is how Nike used storytelling effectively, along with relevant data highlighting the impact of their efforts:
1. Nike: Building Stories of Inspiration and Empowerment
Storytelling Strategy: Nike’s “Just Do It” campaign is one of the most iconic examples of brand storytelling. Through emotional narratives, Nike focuses on real people overcoming challenges, featuring athletes of all levels and backgrounds. They often tell stories of perseverance, social issues, and empowerment, making their brand synonymous with courage and determination.
Impact:
Sales Impact: The “Just Do It” campaign, launched in 1988, helped increase Nike’s sales from $877 million to $9.2 billion over the next 10 years.
Digital Engagement: Nike’s social media presence, driven by storytelling, has seen high levels of engagement. For example, their “Dream Crazy” campaign with Colin Kaepernick garnered over 25 million views on Twitter and saw a 31% increase in online sales within the first three days of launching the ad.
To summarize… Be the Storyteller of Your Brand
Your brand is more than just a business—it’s a story waiting to be told. And as an entrepreneur, it’s your job to make sure that story shines. When you connect personally with your brand, embrace your roots, speak with passion, create WOW moments, and live your values, you build a brand that people won’t forget.
Remember, brands without stories are just names. But brands with compelling stories become legacies. So, go out there and be the storyteller of your brand. Make every interaction a chapter in your story and every customer a part of your journey.
Key Takeaway: “Your story is your brand’s heartbeat—keep it strong, genuine, and unforgettable.”
Here are a few examples of other companies doing it.
Coca-Cola: The Power of Happiness and Connection
Storytelling Strategy: Coca-Cola focuses on spreading happiness and togetherness through their storytelling. Their campaigns often revolve around shared experiences, connections, and the universal moments of joy, such as the “Share a Coke” campaign, which replaced the logo with names to create personal connections with customers.
Impact:
Sales Growth: The “Share a Coke” campaign resulted in a 2% increase in U.S. sales in the first year, reversing a decade-long decline.
Engagement: The campaign generated over 500,000 photos shared using the hashtag #ShareaCoke within the first summer and drove significant brand engagement on social media.
Airbnb: Storytelling of Belonging and Community
Storytelling Strategy: Airbnb tells stories of travelers and hosts to showcase the brand’s core value of belonging anywhere. Through video stories, social media, and its website, Airbnb emphasizes personal experiences, unique stays, and meaningful connections between people around the world.
Impact:
Revenue Impact: Storytelling campaigns like “Don’t Go There. Live There.” helped Airbnb reach a revenue of $2.6 billion in 2017, up from $900 million in 2015.
Engagement Impact: The “Stories from Airbnb” campaign increased engagement by highlighting individual hosts’ and guests’ experiences. These stories contributed to over 60% of Airbnb’s bookings coming from repeat customers, indicating strong brand loyalty.
Apple: Storytelling of Innovation and Lifestyle
Storytelling Strategy: Apple’s marketing focuses on simple yet powerful stories that highlight how their products integrate seamlessly into people’s lives. Their advertising often shows people using Apple devices in creative and meaningful ways, emphasizing lifestyle, creativity, and user experience.
Impact:
Brand Loyalty: Apple has consistently ranked as one of the most valuable brands globally, with a brand value of over $263 billion as of 2021. Their storytelling efforts have helped Apple achieve an 89% brand loyalty rateamong customers.
Market Influence: Apple’s storytelling through product launches and campaigns like “Shot on iPhone” has driven high customer retention, with 78% of iPhone users likely to buy another iPhone.
Patagonia: Storytelling for Sustainability and Activism
Storytelling Strategy: Patagonia’s brand storytelling focuses on sustainability, environmental activism, and quality. Their content revolves around real stories of environmental initiatives, the company’s commitment to ethical production, and the impact of their products on adventures in nature. Their campaigns such as “Don’t Buy This Jacket” are examples of unconventional storytelling that challenge consumerism while reinforcing their values.
Impact:
Sales Impact: Patagonia’s revenues grew to over $1 billion in 2019, driven by its purpose-driven storytelling and advocacy for environmental issues.
Loyalty and Community: Patagonia’s commitment to social and environmental causes has fostered a loyal customer base, with over 66% of customers considering the company’s values when making purchasing decisions.
These companies demonstrate the significant power of storytelling in not only establishing a strong brand presence but also driving sales, customer loyalty, and emotional connections with their audiences.
Let’s Connect On Social
Looking for more insights on how to elevate your business? Explore more on soybrandon.com, where we empower entrepreneurs and leaders to grow, innovate, and inspire.
As a passionate coffeepreneur, business coach, and speaker, my mission is to help you unlock your full potential and transform your vision into reality. Every week is a new opportunity to elevate your business and leadership skills, and I’m here to guide you through that journey, one step at a time. In this blog, we talked about the power of hospitality—how it can take your business from ordinary to extraordinary. Together, we’ll harness that power, pushing for GREATNESS—not just for you, but for the humans and teams around you. It’s about surrounding yourself with growth-minded individuals and building a culture where everyone thrives.
If you're ready for expert business coaching to elevate your leadership and brand, I’m here to support YOU. Let’s work together to turn your goals into action and your passion into results. Connect with me on social, and let’s create a path to success—because you've got this, and I’ve got your back!
- brandON