How to Create a Brand Story that Resonates
Discover how powerful brand stories drive customer loyalty beyond products. Learn from Chobani, TOMS, and Patagonia, and get tips to craft your own story.
Three brands’ stories that captured audiences’ hearts
How to build your brand story (the right way)
Picture this: you walk into a crowded coffee shop. Two identical lattes sit on the counter—same price, same ingredients. One is from "Joe's Coffee," the other from "Grounds for Change," a company that donates clean water to communities with every purchase. Which one are you grabbing?
That's the power of brand story in action, and honestly, it's what gets us excited every morning.
Here's what we've learned after years of helping brands find their voice: people don't just buy your product—they buy into your story. Think about it. When Nike says "Just Do It," they're not selling sneakers; they're selling the feeling of conquering your fears. When Apple talks about thinking different, they're not pitching computers; they're inviting you to join a creative revolution.
Your actual product or service? That's just the vehicle. Your brand story is what makes people want to hop in and take the ride with you. Sure, logos and color schemes matter (we love a good design moment), but the heart of your brand—why you exist, what you stand for, the change you want to see—that's what turns casual customers into die-hard fans.
And let's be real: in a world where everyone's shouting for attention, your story isn't just nice to have. It's your secret weapon for standing out, building trust, and creating the kind of connection that keeps people coming back for more.
Three brands’ stories that captured audiences’ hearts
To grasp the value of a great brand story, let’s take a look at three real examples that proved to be successful:
Chobani
Hamdi Ulukaya created Chobani in 2005 to create a higher quality product than he was finding in American grocery stores. Specifically, he wanted to develop a yogurt that was reminiscent of the homemade version he grew up eating on his family’s dairy farm, rather than the “sugary” and “watery” kind he saw on shelves. At the time, the majority of Americans had never heard of greek yogurt, nevermind tasted it themselves.
But it wasn’t just about the yogurt. Ulukaya wanted Chobani to be delicious, nutritious, and accessible, more focused on the integrity of the product than making significant profit. The proof of this is in the pudding (or the yogurt)—Ulukaya fought for Chobani to be placed in the dairy section of grocery stores, rather than the “gourmet” aisle, positioning it as an alternative to the typical yogurt Americans were familiar with. These values hold true to this day—Chobani continues to deliver a great product while giving back, being innovative, and remaining inclusive and accessible. And, as a result, it continues to thrive and is one of the most popular and profitable yogurt brands.
TOMS
When Blake Mycoskie founded TOMS in 2006, he knew he wanted to make an impact. So, in addition to creating high-quality shoes, he also initiated the “One for One” business model, becoming the first shoe company to donate a pair for every pair sold. The inspiration came from a visit to Argentina, when he noticed the lack of shoes on the children there. This wasn’t just an idea that came along with owning the brand, it was a part of the original business model which helped TOMS have the impact it does nearly 20 years later.
In 2020, the brand reached 100 million donated shoes, and in 2021, it expanded to give 1/3 of its profits to “grassroots good,” organizations that work to make the world a better place. This brand’s story makes a difference in the eyes of consumers; when people are shopping between TOMS and a similar competing shoe brand, they’re more likely to choose TOMS because of its impact. And, when shoppers choose TOMS, they’re becoming a part of the mission and solution.
Patagonia
Even before Yvon Chouinard created Patagonia in 1973, he was a steward of the land. As an avid rock climber, he was disappointed with the state of climbing gear; at the time, many climbers wore normal clothes. When he started the brand, he only earned a 1% profit, showing his dedication to creating a great product over profit.
Since 1985, Patagonia has committed 1% of all sales to environmental groups through the organization “1% for the Planet,” of which Chouinard was a founding member. But the activism didn’t stop there; in 2016, the brand donated 100% of sales ($10 million) to environmental organizations, and in 2018, it donated $10 million from Trump’s 2017 tax cuts to groups working to find solutions to the climate crisis. Patagonia is clearly committed to quality, integrity, and sustainability, each value becoming a strong part of its brand story and connecting with its desired audiences.
How to build your brand story (the right way)
Your brand’s story shouldn’t just come out of thin air. Think about what inspired you to start your business or organization and reflect on what makes it valuable. Go beyond your product and service offerings and find your “why.” Here are a few ways to create an effective brand story:
- Determine the audience you’re trying to reach and what they care about.
- Share how your company got its start and the trials and tribulations you may have faced.
- Explicitly detail your brand’s values, and consider ways to speak out about relevant issues.
- Develop a strong, clear, and compelling mission statement that goes beyond making sales.
- Be authentic and show the human side of your brand. Don’t be afraid to show vulnerability, if it fits with your brand.
In today’s marketplace, consumers aren’t just buying products and services—they’re investing in the narratives that resonate with their own beliefs and aspirations. Your brand story can be the differentiating factor that turns casual buyers into loyal advocates. When you craft a narrative with purpose, backed by consistent action and delivered with authenticity, you create something more valuable than a transaction: you build a connection.