How do some brands tell unforgettable stories? Find out as we look at lessons from seven brand storytelling examples.
Brand storytelling isn’t just another marketing buzzword. It’s the difference between being forgettable and unforgettable in today’s crowded marketplace. While most companies focus on what they sell, the brands that genuinely connect focus on why they exist and the change they want to create.
In an age where consumers are bombarded with marketing, authentic brand stories cut through the noise. They resonate in a way that transforms casual customers into advocates. Let’s explore seven brand storytelling examples featuring innovative brands that have mastered this art of storytelling. What can we learn from their success?
What is brand storytelling, anyway?
The best brand stories act as the narrative thread that weaves a company’s past, present, and future together. It’s more than just your founding date or mission statement. The emotional core explains why you do what you do and why it matters — we’ll go through that when exploring the following brand storytelling examples.
A powerful brand story combines three key elements:
- Your purpose is why your brand exists and how it came to be.
- Your values are the core beliefs and principles guiding your decisions and actions.
- Your impact is how your customers’ lives change as they use your products.
When these elements align authentically, they create a brand promise and narrative that resonates with your audience on a deeper level. A well-defined brand story should align with your brand positioning — clearly communicating what sets you apart in the market and why customers should choose you.
Now, let’s look at some brand storytelling examples that are sure to inspire you.
1. Calendly: How a missed meeting sparked a scheduling revolution
Calendly’s story shows how the best ideas can come from simple frustrations. In 2013, Tope Awotona hit a breaking point trying to schedule a 20-person meeting. After searching for a solution and finding nothing that worked well, he built it himself.
Unlike his previous startup attempts, Awotona went all-in on Calendly. He emptied his retirement savings and maxed out credit cards to raise $200,000 for development. Due to budget constraints, Calendly launched without the option to pay for the service. This fueled rapid growth that later turned into a paying user base.
Tope Awotona founded Calendly in 2013 through sheer grit, perseverance, and the complete and utter emptying of his personal savings accounts. With everything on the line, he turned his vision of simple scheduling for everyone into a vibrant, growing platform that manages scheduling for more than 20 million individuals and businesses.
Calendly found a better way to schedule meetings by letting users schedule based on open slots. Today, Calendly has over 4 million monthly users, from individual freelancers to major enterprises. The company generates around $30 million in annual revenue and continues growing at 100% yearly.
2. Chobani: an abandoned factory reborn under new leadership
When Hamdi Ulukaya spotted an ad for a shuttered Kraft yogurt factory in upstate New York in 2005, he saw potential where others couldn’t. As a Kurdish immigrant, he sought to bring a better yogurt variety to American consumers. He purchased the plant for $700,000 using Small Business Administration loans, even without formal business training.
Ulukaya spent nearly two years perfecting his recipe and distinctive packaging. This led to the 2007 launch of Chobani, a now-iconic yogurt brand. The brand’s breakthrough came when a ShopRite buyer took a chance to stock it chain-wide.
The factory operated around the clock to fulfill surging demand, with Ulukaya often sleeping on his office floor. He also made a point of hiring refugees through a local resettlement center. By providing transportation and translators, Ulukaya overcame barriers and created a passionate workforce.
Chobani uses food as a force for good in the world—putting humanity first in everything we do. Our philanthropic efforts prioritize giving back to our communities and beyond: working to eradicate child hunger, supporting immigrants and refugees and underrepresented people, honoring veterans, and protecting the planet.
What started as an abandoned factory became a $3 billion company with over 20% of the U.S. yogurt market. Ulukaya even turned down multiple buyout offers, remaining focused on the brand’s story. For him, building something meaningful proved more compelling than a quick exit.
3. Thomas Pink: The Irish brothers who reinvented British shirtmaking
In 1984, three Irish brothers working in London’s financial district spotted an opportunity to disrupt centuries-old British shirtmaking. James, Peter, and John Mullen aimed to create luxury shirts that matched Jermyn Street quality at more accessible prices.
Named after an 18th-century Mayfair tailor known for his hunting coats, Thomas Pink quickly established itself as a go-to brand. It embodied the bold spirit of the 1980s financial boom. Complete with a signature pink tab, the brand’s shirts brought vibrance to a once-stuffy category.
The brand’s success attracted luxury brand giant LVMH, which acquired it fully in 2003. After closing during the pandemic, former JD Sports executive Nick Preston acquired the brand in 2021. Today, Thomas Pink has returned to its roots on Jermyn Street, maintaining craftsmanship while adapting to modern tastes — and creating one of the best brand stories in the process.
Our customers are still go-getting but no longer necessarily just the Gordon Gekko types. They’re characterized by an entrepreneurial spirit, impassioned but discerning. Yes we make shirts for CEOs, but we also make them for designers and architects, for programmers, musicians, students, writers and restaurateurs. So whether you cycle to work, or pilot missions to the International Space Station, Thomas Pink will help you develop your own personal style. There’s simply no right or wrong way to wear one.
4. New Balance: From the chicken coop to streetwear
The story of New Balance began in 1906 when Irish immigrant William J. Riley started making arch supports in Boston. The shape of these inserts was inspired by watching chickens maintain perfect balance on their three-toed feet. For decades, the company focused solely on arch supports for workers and athletes, only entering the sneaker market in 1961.
The brand’s transformation came in 1972 when Jim Davis purchased what was then still a small company. By 1976, their 320 model with the now-iconic “N” logo was named the top running shoe by Runner’s World. The real breakthrough in fashion came with 1982’s New Balance 990, which became a status symbol in street culture.
Today, New Balance has evolved from its “dad shoe” reputation to a global powerhouse generating $6.5 billion in revenue across 115 countries.
Independent since 1906, we empower people through sport and craftsmanship to create positive change in communities around the world.
The company maintains its commitment to both performance and style. It continues collaborating with celebrities and designers while staying true to its focus on comfort and support.
5. Notion: a pivot to being your digital brain
When Ivan Zhao and Simon Last initially launched Notion in 2013, they wanted to help people build websites and apps. But after that first version flopped, the small team retreated to Kyoto, Japan, to reimagine their product.
Their pivot created what Zhao calls “Lego for software,” a flexible web app that allows users to build anything from to-do lists to content calendars. Today, it’s a go-to tool for your digital mind, serving as the perfect workspace for keeping notes, to-dos, and so much more.
We want to break away from today’s tools—and bring back some of the ideas of those early pioneers. As a first step, we are blending much of your workflow into an all-in-one workspace. Want a task list? A product roadmap? A design repository? They are now all in one place. You can even customize your own workspace from dozens of LEGO-style building blocks. Solve your problems your way, bounded only by your imagination.
Notion grew without traditional Silicon Valley hypergrowth tactics and reached a $10 billion valuation in 2021. The founders continue to receive support notifications. With an intense focus on minimal design, Notion has gained massive traction as a flexible app for over 100 million users.
6. Etsy: the creative-centered marketplace
When Rob Kalin and two friends launched Etsy in 2005, they aimed to create something more than just another e-commerce site. The site was born from observing that artisans were frustrated with rising eBay fees. With that in mind, they built Etsy, a marketplace specifically for handmade and vintage goods.
The site quickly resonated with crafters and makers thanks to its focus on human connection and storytelling. Kalin, who described Etsy as “a handmade project,” prioritized community-building.
In a time of increasing automation, it’s our mission to keep human connection at the heart of commerce. That’s why we built a place where creativity lives and thrives because it’s powered by people. We help our community of sellers turn their ideas into successful businesses. Our platform connects them with millions of buyers looking for an alternative—something special with a human touch, for those moments in life that deserve imagination.
Today, Etsy has evolved from a hipster craft fair into a global marketplace with over $13 billion in annual sales while staying true to its mission of helping small creators succeed.
7. Kit: the creator-focused email tool
ConvertKit—now called Kit—began in 2013 when Nathan Barry decided to build a better email tool for creators. Initially a side project from his design business, Barry’s goal was modest: reach $5,000 in monthly revenue. When the business stalled, mentor Ramit Sethi delivered an ultimatum: either shut it down or double down. Barry chose the latter, investing his life savings.
The risk worked. By making email marketing simpler for creators, Kit grew quickly without taking money from investors.
You’re in the business of so much more than just the money you make. You value your time, your freedom, your energy, the relationship with your audience, and the impact you have on their lives. We do too. Kit helps you foster deeper connections to build a business with purpose that’s profitable and sustainable—a valuable business.
Barry shared the whole journey openly on his blog, including the company’s income. Today, Kit makes over $40 million a year, helping authors, podcasters, and other creators connect with their audiences.
Barry understood something important: creators choose tools based on what others they admire are using. So Kit focused on winning over influential creators first, knowing others would follow their lead.
Your brand, your turn
Authentic brand storytelling isn’t just about what you say. It’s about building a brand that creates real connections that resonate with your audience. From New Balance’s heritage of craftsmanship to Calendly’s mission of making scheduling human again, each brand we’ve explored shows how powerful storytelling can transform a company’s identity and customer relationship.
Whether crafting your brand storytelling from scratch or refreshing your existing narrative, remember that every brand can tell a story (animated or however you choose). Authenticity, consistency, and emotional connection are your most powerful tools. Each brand we featured weaved together purpose with a fresh approach to make an impact.
Ready to bring your brand story to life? Learn more about how to define your core brand values and the five principles of a successful brand bible. Then, head to Envato for everything you need to tell your story visually, from website assets to social media templates that will help your narrative shine across every platform.
