There are a handful of brands I’ll always keep up with because they remind me what good brand storytelling in marketing actually feels like.
TONIC Site Shop is one of them.
If you don’t know TONIC, they’re the creative force behind some of the most artful, strategic website templates out there — the kind that designers and entrepreneurs alike can’t stop talking about.
They’re not just smart designers. They’re genius storytellers.
And last week, they proved it again.
The Setup
TONIC was launching their newest website template, Aperol Spritz — yes, it’s as gorgeous and golden-hour chic as it sounds. The initial promo reel was polished and on-brand, but not exactly taking off.
Then, one of their long-time team members, Ryan, commented on the reel saying he was quitting to start a tequila company… using the new TONIC template.
It was clearly a joke. But Jen, TONIC’s co-founder and creative storyteller extraordinaire, saw an opportunity.
She filmed a quick satirical response — just her, in a robe, pretending to be dramatically betrayed by Ryan.
And that’s when things exploded.
Within hours, the video went viral. Comments poured in.
Half the internet hailed it as marketing genius. The other half clutched their pearls, calling for accountability.
Same reel. Opposite reactions.
And yet — everyone was talking about it.
Why It Worked
It wasn’t the production quality.
It wasn’t the timing.
It wasn’t even the algorithm.
It was story.
It had a narrative arc
A character. A conflict. A twist.
A woman wronged (in a robe, no less).
That’s what people binge on Netflix — and it’s what they binge on Instagram, too.
It was born from play
This wasn’t planned on a 90-day content calendar.
It started as an inside joke in the team chat and turned into something real. That spontaneity made it feel alive.
It created polarity
Some loved it. Some hated it.
The tension itself fueled conversation — and conversation fuels visibility.
What It Didn’t Do
It didn’t explain the product.
It didn’t drive direct sales.
It didn’t come from a strategy deck.
And that’s exactly why it worked.
Because people don’t connect with plans.
They connect with presence.
They don’t remember your product specs or polished bullet points.
They remember how you made them feel.
The Real Lesson in Brand Storytelling
TONIC didn’t go viral because of perfect design or meticulous planning.
They went viral because they tapped into something human.
That’s the magic of brand storytelling in marketing — it’s not about having the perfect formula. It’s about recognizing the story that’s already unfolding and daring to tell it.
Your brand doesn’t have to go viral to make an impact.
It just needs to be remembered.
And what people remember isn’t how on-trend you were.
It’s the story you told.
Virality comes and goes. But story sticks.
Building on Bedrock, Not Quicksand
Let’s be clear — going viral isn’t a strategy.
If your brand is relying on the algorithm to grow your business, you’re building on quicksand.
But when your brand tells a story your audience can step into — one that feels authentic, emotional, and alive — you’re building on bedrock.
That’s the foundation of sustainable growth.
And it’s the heart of every brand that stands the test of time.
Building on Bedrock, Not Quicksand
Let’s be clear — going viral isn’t a strategy.
If your brand is relying on the algorithm to grow your business, you’re building on quicksand.
But when your brand tells a story your audience can step into — one that feels authentic, emotional, and alive — you’re building on bedrock.
That’s the foundation of sustainable growth.
And it’s the heart of every brand that stands the test of time.
If you’re ready to explore how brand storytelling in marketing can deepen connection and bring your brand into its next evolution, explore the Brand Strategy Foundations Kit.
Both are created to help you see where your story is already alive in your work — and how to shape it into something your audience will never forget.
