Strategy
Brand
Creativity
Your Brand Should Be a Story
A great brand invites people into a shared vision of the future, and gives them a feeling of something greater through their association with that brand.
Your Brand Should Be a Story
A brand is an idea, a rallying cry, a feeling, a personality. A brand should be able to connect with those who encounter it on an emotional level.
Consider this - Nike isn’t just selling sneakers; it’s telling a story about human potential. Patagonia isn’t just selling jackets; it’s rallying people to save the planet.
We don’t just make choices—we choose narratives that align with our own, or provide a path towards someone we want to become.
A great brand doesn’t just show what it offers—it paints a future worth chasing.
It creates a space where people see themselves, feel something, and want in. When that happens, it’s magic.
When it doesn't? You’ve got a brand no one cares about.
We Like Brands That Like Us
People align with identities. They choose brands that reflect their values, their aspirations, and the stories they want to tell about themselves.
Sesame Workshop clearly tapped into something essential to its brand when a simple tweet from Elmo went viral.
Engagement jumped 24% year-over-year. Not because it was some genius marketing stunt, but because it was authentic to the brand. And it felt personal.
Brands that feel human stand out.
Your Brand Invites Others on a Journey
Think about the brands that connect:
Sesame Workshop's mission is to help children grow smarter, stronger, and kinder.
Bombas is about making a difference—one pair of socks at a time.
Patagonia's mission statement is "We're in business to save our home planet."
They resonate because they invite their audience into movements, not qualified leads and purchasing funnels.
If your brand isn't doing the same, why would anyone care?
When considering your brand’s story, ask yourself:
What future are you helping create? (Sesame Workshop: Helping children.)
What obstacles stand in the way? (Patagonia: Climate destruction.)
How does your brand help your audience overcome them? (Bombas: Buy a pair, give a pair—tangible impact.)
When Brand Makes a Difference
Eventbrite knew people were feeling more isolated than ever, so they made their brand a rallying cry to get people back out into the world.
Their “GTFO (Get the F*ck Out)” campaign wasn't just about selling event tickets—it was about combating loneliness.
Sesame Workshop knew kids were struggling with mental health issues, and needed a friendly face to help them and their communities have open dialogue around care and support.
Bombas has made generosity tangible. Every purchase directly helps someone in need. Even my 10-year-old boys know that when they get a new pair of socks, someone else does too.
Storytelling Isn't a Buzzword
Every few years, certain concepts get dismissed as “buzzwords”—until we realize they were fundamental all along.
Dismissing brand storytelling as passé is like telling a painter that pigment is redundant because everyone's already used it.
Storytelling isn't a tagline. It's not a campaign. It's the throughline of everything you do.
Your messaging should be clear, bold, and unmistakably you.
Your visuals should evoke emotion and reinforce your story.
Your customers should see themselves in your brand—and want to amplify it.
Brands with great narratives don't just gain customers. They build movements. They change industries. They inspire action.
Your brand has a story waiting to be told.
Make it bold. Make it matter.
Because when you tell a great story, people don’t just listen—they believe.
