Storytime: How corporate history is told

“Once upon a time, a long time ago…” Every company has them: those little anecdotes, the big milestones, the quirky coincidences or courageous decisions. But all too often they gather dust in the archives or disappear into sober “About us” texts. What a waste of narrative potential! Because when packaged in an exciting way, the company story can become the key to greater trust, recognition and the authentic character of a brand in no time at all.

At a time when products are becoming increasingly similar, it is often the story behind them that makes the difference. A well-told company story creates closeness, emotions and stays in the mind. When it comes to making the next purchase decision, the brand that has grown close to our hearts in the past through relatable stories, that we simply have a good feeling about and that shares our values, often wins. And the company story in particular is more important for this bond than many might think. The good news is that there are many creative ways to tell it.

And that’s exactly what we’re looking at today. Curtain up for three storytelling formats, nine inspiring examples and lots of ideas on how you can tell your own story in a new (and better) way.

Company histories in a timeline: the classic for structure and overview

When it comes to making milestones in the company’s history visible, the timeline is a real classic – but by no means boring. Well done, it combines history with design and shows the path from idea to brand in just a few scrolls. Three examples:

140 years of history, one company: Beiersdorf

Brands that can look back on a very long company history in particular can convey trust and competence with a well-designed timeline – especially because many people have known them since childhood.

The traditional German firm Beiersdorf leads the way and uses a classic timeline to illustrate 140 years of company history. Of course, the most iconic of its own brands, NIVEA, should not be missing! With strong images, concise data and a clear structure, the company conveys seriousness and tradition in line with its brand voice.

Cheeky, clear, unconventional: true fruits

The polarizing smoothie manufacturer true fruits proves that a timeline doesn’t always have to be so serious. Their timeline has cheeky text, a minimalist design and, above all, is authentic. Instead of empty phrases, there are honest insights and self-deprecating comments. And lots of crazy varieties and campaigns that the company has implemented over the years. Not everyone’s cup of smoothie, but definitely 100% true to the brand.

Storytelling with heart and humor: Ben & Jerry’s

We wouldn’t be a brand storytelling agency if we didn’t have a real champion up our sleeve! True to the motto: saving the best for last, we present the icing on the cake of this category: the timeline of the US-American ice cream cult brand Ben & Jerry’s. It takes visitors on an entertaining journey through the decades. In the best storytelling style, each stage is peppered with anecdotes, curious moments and social commitment – charmingly illustrated and casually narrated. Love-Brand-Alarm!

Company history in video – emotions that last

Moving images stick, especially when they tell a story that touches or surprises. Whether it’s a high-quality image film, charming anecdotes or an emotional review for an anniversary: videos bring personality into play and turn the company story into an approachable experience. Here are three examples from very different sectors.

Craftsmanship, heart and high-tech: The Hoffmann Group

We start with a real traditional German company. The 5-minute film tells the over 100-year history of Hoffmann Group. From the beginnings in 1919, through hurdles and milestones to the modern, internationally active group of companies, the video combines historical insights with current developments and shows how tradition and innovation merge.

A nice touch: the individual stages of the group’s long history are narrated by the founder’s granddaughters, among others, thus directly conveying the living legacy of their grandfather and the entire family business.

From dishwasher to millionaire: 20 years of Salesforce

At software giant Salesforce, it’s not yet 100 years, but at least it’s already 20, which the company looks back on in its beautiful video. From the beginnings of the Internet, to the launch of the first cell phones, to a socially networked world – Salesforce has seen it all and, above all, helped shape it for other companies. The likeable appearance not only conveys the culture and atmosphere in the company in a great way, but also creates a lot of identification potential, so that in the end everyone more than begrudges them their enormous success.

For the B2B sector, I have collected further examples here to showcase the people behind the logo.

The story that goes on and on: Scottish charm from Johnnie Walker

A single actor, an uncut tracking shot and a powerful story: Johnnie Walker manages to stage 200 years of brand history as an inspiring tale of perseverance, change and identity. The Scottish Highlands not only offer enough space for such a long run, but also a direct link to the brand. Coupled with the actor’s great accent, the backdrop for this special story is perfect. Because honestly, what’s more Scottish than whiskey?

Company history to scroll through: Actively taking part instead of just watching

Is a timeline too static for you, but a video somehow doesn’t feel like the right format either? Then maybe try scrollytelling. Yes, you read that right: Storytelling to scroll through! This immersive form of storytelling takes the audience on a short road trip through the company’s history. Texts, images and animations make the whole thing interactive, creative and entertaining. Here are a few brands that have implemented this brilliantly.

Listen, see, click: Johnson & Johnson’s beginnings

In addition to the classic timeline to illustrate the company’s long history, pharmaceutical giant Johnson & Johnson is dedicating its own Scrollytelling Journey to the company’s beginnings. With interactive elements, quotes, audio content and historical images, the journey from a small bandage manufacturer to a global healthcare company can be relived.

A different kind of founding story: Carnegie Corporation’s first philanthropist

The Carnegie Corporation, a philanthropic foundation, presents the history of its founders through an interactive timeline that visualizes key events and decisions. Each click reveals new information and provides insights into the vision and values. Rather than dictating the reader’s course, the scrollytelling format invites them to go on a little journey and turn left and right with each click – precisely to the chapters that interest them most.

Quick steps to success: Beautiful scrollytelling from Kalso

We have once again saved an absolute scoop for last. Danish shoe brand Kalso, of all companies, shows how scrollytelling can be not only informative but also visually impressive when it comes to company history. With colorful changing backgrounds, lovingly designed illustrations and historical photos, it tells the story of how its iconic shoe came to be. Each section highlights an important milestone, from the idea to the market launch. Absolutely top class!

Fancy even more scrollytelling? My colleague Rebecca has dedicated a blog post to the format.

Conclusion: Entrepreneurial spirit that creates goosebumps

Whether as a clear timeline, emotional video or immersive scrollytelling, there is no one right way to tell a company story. But there are many good ones. The examples show: When heart, attitude and a little creativity come together, the result is not just a retrospective, but a genuine experience.

So: dig into the past, find the strong moments, the courageous steps and small coincidences, sprinkle in a pinch of storytelling and you’ll gain real added value for your brand.

And psssst: If you’re not yet sure how to tell your heart story, our online course “Introduction to Brand Storytelling” will guide you step by step from the initial idea to the finished narrative. With practical examples, exercises and tools to help you tell your company story in such a way that it stays in your head and in your heart. Take a look!