How Glossier and Nike Use Storytelling to Build Iconic Brand Identities

When it comes to building a brand that people don’t just love but identify with, two names come to mind: Glossier and Nike. These iconic brands have mastered the art of storytelling, using it not only to sell products but to build emotional connections and foster loyalty that transcends the checkout line.

What makes their storytelling so effective? They don’t just tell you what they do—they show you who they are. Through Instagram, they’ve created dynamic, relatable, and inspiring brand identities that resonate deeply with their audiences.

In this blog post, we’ll break down how Glossier and Nike use storytelling on Instagram to craft their iconic brand identities—and how you can learn from their strategies to elevate your own brand.

Why Storytelling Is the Heart of a Strong Brand Identity

Storytelling is the glue that holds a brand together. It’s how you communicate your mission, connect with your audience, and differentiate yourself from competitors. On Instagram, storytelling comes alive through visuals, captions, and community engagement.

Here’s why storytelling is so powerful:

1. It Humanizes Your Brand: People connect with stories, not sales pitches.

2. It Builds Trust: Authentic stories create emotional bonds and foster loyalty.

3. It Inspires Action: Great stories motivate your audience to engage, share, and buy.

Now, let’s explore how Glossier and Nike use these principles to stand out.

Glossier: Relatable, Community-Driven Storytelling

Glossier has redefined the beauty industry by centering its storytelling on real people and relatable moments. Instead of positioning itself as an unattainable luxury, Glossier’s Instagram feels like a friend who just gets you.

Key Storytelling Strategies Glossier Uses

1. User-Generated Content (UGC)

Glossier’s Instagram is a celebration of its community. They frequently share user-generated content (UGC), featuring real customers using their products in their daily routines.

• Why It Works: UGC builds trust and relatability by showing how everyday people use and love the brand.

• Example: A Story highlight titled “Your Routine” includes snapshots of customers applying Glossier’s Boy Brow or Cloud Paint, complete with captions like, “Your glow, your way.”

2. “Skin First, Makeup Second” Messaging

Glossier’s storytelling revolves around the idea that beauty enhances, not hides. Their captions, posts, and Reels consistently reinforce this message with phrases like, “Beauty for real life.”

• Why It Works: This messaging makes the brand feel approachable and inclusive, appealing to a broad audience.

• Example: A recent Reel showed people of all ages and skin types applying the same product, with the caption: “One product, endless ways to glow.”

3. Behind-the-Scenes Transparency

Glossier invites followers into its world, sharing sneak peeks of product development and company milestones.

• Why It Works: Transparency fosters trust and makes followers feel like part of the journey.

• Example: Stories of their team testing new shades in the lab with captions like, “Guess what’s coming soon?” create excitement and connection.

What You Can Learn from Glossier:

• Highlight your community through UGC to build relatability and trust.

• Keep your messaging simple, clear, and aligned with your brand values.

• Share behind-the-scenes content to make your audience feel like insiders.

Nike: Bold, Inspirational Storytelling

Nike is a masterclass in storytelling that inspires action. Their Instagram isn’t just about selling sneakers—it’s about celebrating human potential, resilience, and greatness.

Key Storytelling Strategies Nike Uses

1. Hero Stories That Inspire

Nike’s Instagram is filled with stories of athletes—both famous and everyday people—overcoming challenges and achieving greatness.

• Why It Works: These stories connect emotionally with their audience, inspiring them to believe in their own potential.

• Example: A recent video featured a visually impaired runner crossing the finish line, with the caption: “Limits exist only in the mind.”

2. Powerful Visuals and Captions

Nike uses bold, high-energy visuals paired with short, impactful captions to deliver their message.

• Why It Works: The combination of striking imagery and inspiring words grabs attention and evokes strong emotions.

• Example: A photo of a muddy soccer field paired with the caption: “Victory starts here.” reminds viewers that greatness is born from hard work.

3. Inclusivity and Representation

Nike’s storytelling champions diversity, showcasing athletes of all races, genders, abilities, and body types.

• Why It Works: By celebrating everyone, Nike aligns its brand with values of equality and inclusivity.

• Example: A campaign featuring athletes with disabilities, accompanied by the caption: “There is no ‘normal.’ There is only possible.”

What You Can Learn from Nike:

• Use storytelling to inspire and motivate your audience to take action.

• Combine bold visuals with impactful, concise captions.

• Showcase diversity and inclusivity to reflect the values of your audience.

How to Apply These Lessons to Your Brand

You don’t have to be a billion-dollar brand to leverage the power of storytelling. Here’s how you can implement Glossier and Nike’s strategies into your own Instagram presence:

1. Define Your Core Message

• What’s the heart of your brand? Whether it’s inclusivity, empowerment, or sustainability, let that message shine through every post.

2. Put Your Audience First

• Celebrate your community by sharing UGC, testimonials, or Stories that highlight their experiences with your brand.

3. Use Visuals with Purpose

• Ensure every image or video aligns with your brand identity. Bold, inspiring visuals work for Nike; soft, relatable imagery works for Glossier.

4. Stay Consistent

• Keep your tone, visuals, and messaging cohesive to build a recognizable brand identity.

Final Thoughts: Storytelling Builds Legacy

Glossier and Nike didn’t become iconic brands overnight. They built their identities through storytelling that resonates, inspires, and connects on a human level. By focusing on authenticity, inclusivity, and values-driven content, they’ve created communities that don’t just buy their products—they believe in their mission.

Now it’s your turn! What’s your brand’s story, and how can you share it in a way that builds trust and connection? Let us know in the comments, or tag us on Instagram—we’d love to see your storytelling in action!