An integral part of your brand’s story is your brand mission. Your purpose. It’s your reason for being. And this purpose has to transcend your products or services. This is the part of your story that people will connect with the most because people love to understand the reasons behind everything.
Here, we will show you 5 international brands with amazing brand story along with 5 local favourites that are doing the right way.
MARRIOTT’S #ATTHEMOXY (International Example)
Moxy is Marriott International’s new boutique hotel brand that caters to millennial globetrotters. The brand is a trendy harmony of luxury-chic accommodation, youth hostel, and all-night bar. The marketers for Moxy have crafted a brilliantly entertaining video series, Do
Not Disturb, which features the host, Taryn Southern, dishing up her best cheeky antics with social media influencers like Amy Pham and Oli White.
Every episode, uber-cool Instagram shot and even the hip black and magenta site design tell the Moxy story – and allude to expert mixologist services. What wanderlust-struck 20 or 30-something can resist?
YTL HOTELS & MARRIOTT INTERNATIONAL’S AUTOGRAPHY COLLECTION (Local Favourite)
The Majestic Hotel KL and Hotel Stripes KL are part of the Autograph Collection of iconic historic hotels. Each location features a distinctive vibe and character with a different perspective on the local scene mixed with edge and adventure. For example, Hotel Stripes KL draws inspiration from the history and heartbeat of Jalan Kamunting, an urban district in downtown Kuala Lumpur.
The affiliation of the two hotels with Autograph Collection Hotels encapsulates the brand’s international standards of quality, bold originality, and ability to create memories through enriching travel experiences for the discerning travellers around the globe.
NIKE (International Example)
If you know Nike, you would be familiar with its Equality Campaign. It makes a strong statement about the company as a force for positive social change, offering something more to today’s athletes than just a pair of sneakers and branded workout gear.
This is an example of using brand storytelling to connect with the audience, inviting them to become a part of a collective movement by wearing Nike products, or at the very least, engaging on social media, such as sharing one of the brand’s always inspiring videos.
PURELYB (Local Favourite)
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Raya cookies, rendang, ketupat, lemang… delicious specialties of the festive season. So hard to resist and with all those open house invitations, it’s even harder to say no. We have some tips for you to keep you on your healthy eating journey even when the rendang tempts you! 😝
What if there was ONE place people could go to that had all the guidance & solutions they needed to live healthy in an affordable and sustainable way? PurelyB is the answer to that question. The brand recognises that leading a sustainable healthy lifestyle is a journey, not a destination. And it strives to encourage and support everyone’s journey by making it easy and convenient for everyone.
Serving as a one-stop destination for everything healthy and natural, the brand has expanded and is now partnering up with brands and corporations to share its values and beliefs!
3. Food Services
BLUE APRON (International Example)
What brand story can a meal-kit delivery service provide? Blue Apron recognised the educational void for the multitude of home cooks and built a wildly successful business around feeding them while sharpening their kitchen prowess. So, its brand mission is to offer people an easy way to make dinner using trusted, chef-recommended recipes, including all ingredients they’d need, precisely measured out.
And leading to the release of a recipe, the team creates fun and fascinating articles about the dish on their website. And even if people don’t use its services, Blue Apron believes it to be the best way to build trust and loyalty.
EVERLEAF (Local Favourite)
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. 100% natural fertilizer for the veggie – sweet smile on the face #😊 . ChemIcal free lifestyle + Organic Environment. . The source of food that you can count on #💪 . Support #zerowaste with us by going plastic free, simply indicate "zero waste" in the remark column before proceed with the payment. . #everleafstoremalaysia #doorstepdelivery #📲 #freshvegetables #farmtotable #realfood #organic #🍅 #🌽 #chemicalfree #natural #veggies #sustainable #sustainableliving #sustainablefarming #vegan #vegetarian #farm #malaysia #localfarm #supportlocal #healthy #💪 #healthylifestyle #startups #gogreen #youarewhatyoueat
The brand mission is straightforward: to cover local chemical farmers to embrace organic farming. Aware of the negative impact caused by the long duration of poor dietary intake, EverLeaf has been constantly pushing its ability to influence and educate the public on the difference of food quality available ever since its establishment.
Sourcing and delivering tasty nutritious and zero-chemical products to your doorsteps, now you have a reason for embracing a healthier, sustainable lifestyle. What’s more, every box purchased from the company is a step closer to a zero-chemical produce market for generations to come.
SOULCYCLE (International Example)
Boutique gyms are sprouting like mushrooms of late and one that shines brightest of all is SoulCycle. While this brand does offer a high-end fitness experience, with a focus on atmosphere, it’s the narrative that entices people to try it out. The brand also offers a tribal, transcendent experience with each workout.
“Our riders share a SOUL experience. We laugh, we cry, we grow – and we do it together, as a community.” There’s the promise of real motivation and a sense of belonging. The high-powered workout almost becomes an afterthought to the excitement of signing up for a SoulCycle cardio party.
FLYPROJECT (Local Favourite)
FlyProject is a new generation of fitness led by a passionate breed of fitness professionals. The brand is all about motivating, action pack and dynamic full-body workouts combined with incredibly high energy music, cutting edge sound and lighting systems.
It offers a creative haven driven by fitness individuals to develop strength, power, connections and community. “Be inspired to free your mind, be empowered to push your limits, be prepared for your future.” Uniting all those who are working towards a better version of themselves, the brand aims to revolutionise the future of fitness together with its community.
TOMS SHOES (International Example)
You can’t fail to be touched by the central ideas behind the brand story: children in poorer countries need shoes to stay alive. For every pair bought by a customer, TOMS Shoes donates a pair to a needy child.
The basic idea of trying to help those less fortunate than yourself is a powerful and compelling thing. Its brand mission tells a story. Emotions are stirred because people don’t like to see others in dire need. People wanted to get involved and were happy to know that when they chose to buy the shoes this showed they cared.
FRANKITAS (Local Favourite)
Each product offered by Frankitas features traditional ethnic textiles that are rich in heritage and history, all skilfully crafted by artisan from Indonesia, Malaysia, India, Africa and Central Asia. And this is where its story centralised at: to build a working community by creating opportunities for economically disadvantaged crafters in remote areas so that they may continue to create traditional works of art.
The brand purchases textiles at fair prices either directly from the weavers or through NGO’s that represent them. In doing so, Frankitas is also shedding light to the dying heritage that needs to be preserved.
If your business is going to succeed, it has to become something more than your products or services. It must have a brand mission. You need to tell stories that touch the hearts of your customers. It’s the only way to stand out from your competition.
When you start incorporating the lessons in this article, you will see that your connection with your audience will grow over time. And these local examples show that being a successful entrepreneur means being a great storyteller.