Today, more than ever, people want to be engaged emotionally when it comes to supporting and believing in brands. The way to do this is through story. A good brand story is unique, engaging, and personal. Recently, technology has proven to be incredibly useful in helping brands tell their story. In particular, video is a great medium for storytelling as it allows for both visual and auditory storytelling, as well as creativity in the way the story is told. Below are some examples of brands that utilized video to their advantage.

Blue Apron

Blue Apron is a company that delivers all-natural ingredients and recipes to their customers on a weekly basis. Their mission is to make high-quality home-cooked meals from scratch easily accessible for everyone. In this video, they show us what is wrong with today’s food system and what makes their products different from supermarket-bought foods. Using animation and narration along with video footage, Blue Apron manages to deliver their vision to us in a clear and interesting way.

Dollar Shave Club

Dollar Shave Club has a simple story: for a dollar, they send customers a razor handle and cartridges to try out. If those customers like it, they can receive replacement blades in the mail every month for a low price ($3-$9). Although their story may not seem particularly interesting when put that way, Dollar Shave Club’s video on their story has gone viral with over 20 million views on youtube. The simple and to the point explanation of what they do along with the humor thrown in makes Dollar Shave Club’s story one that sticks with us.

Reebock

Unlike the other two brands listed above, Reebock already established their brand many years ago. However, that doesn’t mean they don’t still put out videos that creatively showcase their company’s values. In this video, Reebock tells their story through someone else’s story: the woman in the video. Although the video contains no words, the woman’s story is told clearly and by the end of the video we are left with a strong understanding of the message Reebock wants to send across: to make the most of every day.