This is how storyteller brands tell stories.
We kicked off today the 13th cohort of Hyper Island’s Brand Strategy and Storytelling course. What started as a question and a prototype four years ago has blossomed into a popular, rewarding, and inspiring experience.
Teaching this class remains one of the most enjoyable and meaningful activities I undertake each year. Every cohort brings its unique challenges and identity. It’s truly remarkable that, even after teaching more than 700 students, we continue to discover new reasons why this class is so well-received.
However, there is one consistent pattern:
Many students express anxiety about implementing their brand strategies by the end of the course, particularly when it comes to writing and distributing their brand stories.
I understand that brand strategy can be intimidating, especially when it comes to sharing your vision with your team, boss, or clients. Similarly, crafting stories for your brand can be complex given the many brand channels available.
The way I see it, storytelling is essentially about having stories to tell, knowing who needs to hear those stories, and, more importantly, understanding why you are telling these stories in the first place.
The Brand Story
There are many examples of great Brand storytelling out there:
Zero does an amazing job telling stories that serve its users with science, motivation, and inspiration.
North Face inspires the adventurer within us to enjoy, admire, and respect the outdoors.
Airbnb serves its real heroes, the hosts, with information and resources. But also makes them the focus of their storytelling.
But in my opinion, the best storyteller brand right now is Patagonia.
The way Patagonia brings together clarity of purpose, clarity of audience, and clarity of communication is remarkable.
Last weekend, I enjoyed a one-hour yoga session hosted by the Patagonia store here in Austin, and I was reminded of the power of storytelling and the power of brand strategy. Yes, even while doing Warrior II.
So, when you find yourself wondering about what stories to tell and share with your audience, these could be a great roadmap.
Start with your purpose.
Walk into the Patagonia store, and right there, written on the wall, you’ll find it. Open the newsletter, and you’ll see it. Grab a catalog, and you’ll read it on the first page.
Patagonia’s purpose is well-known because they’ve made it their business to let everybody know that they are in business to save our home planet.
Patagonia’s founder, Yvon Chouinard, has written two books (which, of course, you can find at the store) about why Patagonia exists, sharing in detail his growth from being a climbing fan to leading one of the most respected brands on the planet.
What to do? Write and share your Founder’s story. Share your brand’s purpose across communications and channels.
Patagonia’s commitment to environmental and social responsibility isn’t just marketing; it’s deeply woven into their business practices. This resonates with a growing number of consumers who value authenticity and companies that align with their own values.
This has a positive impact internally on your company as well. Their brand purpose of “We’re in business to save our home planet” is lived across the company.
What is great storytelling?
From founder Yvon Chouinard’s adventurous spirit to the brand’s activism for environmental protection, Patagonia’s stories engage customers on an emotional level, strengthening brand connection.
Just look at all the topics that Patagonia is comfortable speaking about that align brand strategy and business strategy.
- Environmental Conservation: Patagonia is deeply committed to protecting the environment and often tells stories about conservation efforts, sustainability initiatives, and the importance of preserving natural habitats.
- Outdoor Adventure: As a brand rooted in outdoor pursuits, Patagonia frequently shares stories of outdoor adventures, exploration, and the beauty of nature.
- Activism and Advocacy: Patagonia is known for its activism on various social and environmental issues. Their storytelling often highlights advocacy work, campaigns for social justice, and efforts to drive positive change in communities.
- Product Innovation: Patagonia’s storytelling also focuses on product innovation, highlighting the development of new technologies, materials, and gear designed to enhance outdoor experiences while minimizing environmental impact.
- Community and Culture: The brand celebrates the outdoor community and culture, sharing stories of individuals and groups coming together to enjoy and protect the natural world.
- Entrepreneurship — Patagonia supports founders who share their sense of urgency about saving the planet.
Everything is a storytelling channel.
That’s the thing with having something to say. You say it as often as you can, for as long as you can across every brand asset.
Everything that carries your brand delivers the brand message. Your packaging, your product tags, your in-store display, your receipts, your customer experience, your newsletter, and your blog!
When your purpose educates your brand strategy and your communications strategy, every brand asset is a communication channel.
The upside of being a responsible company is that you are not constantly screaming at your customers with “1/2 price sales” and “only this weekend” messages. You are not obsessed with attracting new consumers to grow 9% your monthly sales.
Responsible companies don’t grow for the sake of growing. They grow at the speed of their customers’ needs.
This means that instead of having to plaster the city with ads and flyers in search of eyeballs, you can use your brand assets as media assets, delivering valuable and practical information to people who have an affinity for your brand’s values.
These customers appreciate initiatives like “Don’t Buy This Jacket” and Worn Wear for reuse/repair because Patagonia makes them feel good about being a user.
Efficient Brand Strategy
I think we sometimes forget that a good brand strategy makes the brand more effective because it says what it needs to say to the person who knows what to do with it.
Patagonia customers feel part of a brand community driven by shared values, not just transactions. This helps build passion and loyalty that goes far beyond convenience or price.
Customers see themselves in your brand; not only do they buy and wear your clothes, but they also speak about the brand as if it were theirs. They proudly tell your stories to their friends, as if they were saving the planet.
Because in a way, they are.
Meet with us, and we’ll help your company become a purpose-driven brand.
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