It all started with two Craigslist llamas. Davis Smith was about to launch a sustainably designed outdoor gear company, and he wanted to go big. So he bought two llamas from Craigslist, named them Coto and Paxi, and trucked them to college campuses throughout Utah to get the word out about Cotopaxi’s official kickoff event, an adventure race called Questival.
Teams of friends competed in outdoor challenges, raised money for underserved communities, shared their photos on social media (over 30,000 times), and generated tons of buzz for the industry’s newest gear brand.
This creative marketing strategy was a massive success, and it set the stage for Cotopaxi’s emergence as a true brand storytelling hero.
Here at Ampersand, we’re all about helping companies use storytelling to connect authentically with their audiences. Last month, as part of our new series on brand storytelling, we looked at how emails, blog posts and social media can be the perfect place to start using story in your marketing mix.
But before we get into the nuts and bolts of crafting that storytelling portfolio, let’s explore some of the masterful ways that Cotopaxi integrates story into every stage of the customer journey.
What brands can learn from Cotopaxi’s approach to storytelling
Cotopaxi set a high bar for itself with a launch party that included Craigslist llamas and 24 hours of nonstop adventure, but the event’s success was far from a flash in the pan.
The company has lived up to its auspicious beginnings as a master of authentic marketing, and its website is a gold mine of best practices for brands looking to elevate their storytelling game.
We encourage you to poke around their site for as long as you like (we could keep absorbing that brand storytelling magic all day), but for now, let’s drill down into three big takeaways.
- Details matter
- Transparency builds trust
- Stories connect people to your brand
You don’t need a million-dollar marketing budget to be a great brand storyteller. Use these takeaways to start crafting authentic stories that will turn your audience into loyal customers for life.
Details matter
You won’t find many companies dedicating prime website real estate to an explanation of their brand symbol’s origin story. But Cotopaxi realized that this was a cheerful detail that customers would connect with. The marketing team seized the opportunity to articulate Cotopaxi’s brand personality as “fiercely loyal, curious, and eccentric” (just like a llama).
A true study in cohesive branding, the llama narrative extends even beyond the parallels with Cotopaxi’s company vibe. Llamas are native to Latin America, the continent where founder Davis Smith spent much of his childhood, and his source of inspiration for starting the company.
Smith remembers being deeply moved as a young boy when he saw naked, destitute children on the streets of the Dominican Republic. “I was not special. I was not better than them, or smarter than them, or harder working, or more ambitious. My life was different simply because of where I was born, ” says Smith.
The details of his personal story are intrinsically linked to the birth of the brand, from the corporate ethos to the llama logo. And by sharing those details, Cotopaxi evokes emotion while demonstrating how their products empower customers with options for ethical consumption.
Try this today:
- If you have a blog, craft a post about this process. If not, use this as an opportunity to launch one (we’d be happy to help!)
- Get together with company founders to brainstorm details about the brand’s origin story. (Where did the idea for the company come from? Where was the first workspace? What was the biggest challenge in year one?) Write short answers on post-it notes, slap them on the wall, and discuss which details would best connect with your audience.
- Update your “About Us” page with the most poignant, relatable details (even the small ones). Skip the jargon and write from the heart.
Transparency builds trust
Cotopaxi’s website is bursting at the seams with detailed information about its commitment to protecting human rights throughout the supply chain. Names and locations of factories, sustainability certifications, and photographs of workers all help bring the story of Cotopaxi’s “Do Good” motto to life. It’s also a Certified B Corporation, reinforcing its commitment to accountability.
But the company takes it a step further by acknowledging mistakes and explaining how they are trying to make things right. Customers (especially younger ones) value this transparency, and Cotopaxi understands that the long game is building a loyal audience of brand evangelists. It’s working.
Try this today:
- Use social media to address some of the struggles your company has faced. Long-form captions are a great way to incorporate relatable details.
- Consider interviewing the point person for a particular challenge (with a smartphone, nothing fancy), and posting a series of video clips that tell the story. People connect to authenticity, and videos are one of the best ways to build trust with your tribe.
Stories connect people to your brand
No one wants to sit next to the dinner party guest who talks only about himself. Cotopaxi’s storytelling is a two-way street by design, and the company makes huge efforts to elevate the stories of customers alongside its own.
Their “Do Good Ambassador” program features community leaders and environmentalists that embody the spirit of Cotopaxi.
“Our impact ambassadors are an extension of our brand and our mission to harness the power of adventure to make the world a better place. We celebrate their passions, stories, advocacies, and efforts to Do Good. ”
It’s yet another way to build connection, and the Cotopaxi community has no shortage of fascinating stories to tell.
Try this today:
- Reach out to a loyal customer or first-adopter of your product/service. Ask if you can record a short Zoom interview about what challenges led them to your company and why they were drawn to your brand. Keep an ear out for relatable stories or tidbits about how your product makes their lives better!
- Include a photo, pullout quotes, or a quick story in your customer newsletter or social media.
- Brainstorm ways to take it to the next level by setting up a user generated content (USG) program on social media or even a brand ambassadorship program. People love to share their stories, and bringing the customer experience to life makes people more likely to engage with your brand.
In a digital landscape that’s increasingly shaped by algorithms and AI-generated answers, brands like Cotopaxi remind us of something essential. The brands that earn trust aren’t the loudest. They’re the clearest.
Strong stories don’t just attract attention. They create meaning. And meaning is what lasts.
In a time when trust is at an all-time low, clarity has become a competitive advantage. At Ampersand, we help mission-driven brands strengthen their credibility so their values, expertise, and impact reach the communities they were designed to serve. Not by gaming algorithms. Or chasing trends. It’s by creating brands that sound like humans, but can be understood by machines. If you’re ready to become the answer people trust, contact us today to get started.
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