Insights / Brand storytelling
How can film, social and a website tell one company story?
Engelman’s Bakery shows how a brand film, a product story and a website give people different ways to understand the same business.
The short answer
Give each format a clear role. A brand film introduces the company, social content shows a product in context, and a website brings the wider offering together with a practical next step.
01 / The problem
One business. Several stories to tell.
A company’s story can include its people, its experience, its products and the ways customers can work with it. The editorial challenge is deciding where each part belongs.
Each piece needs enough focus to make sense on its own while contributing to a clear overall picture.
Engelman’s Bakery offers a useful example. Its story includes generations of baking experience, the people behind the business and products used in professional kitchens. The work brings those subjects into view across film, social content, photography and a website.
02 / The approach
Give each format a clear purpose.
The work gives different parts of the bakery’s story their own space:
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Introduce the business through film.
The brand film introduces the people and work behind Engelman’s Bakery, presenting a business shaped by generations of baking experience.
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Put a product into context.
The featured social example follows Chef Liv at Cattleshed, showing what Engelman’s ciabatta brings to a grilled chicken sandwich. One product has a concrete setting and use.
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Bring the wider offering together.
The website combines product photography, family history and the bakery’s programs. Visitors can explore fresh, frozen and private-label offerings, download the catalog and start a conversation.
For a business planning similar work, start with what someone needs to understand. Then choose the format with enough room and the right setting to explain it.
03 / The result
A connected body of work.
Together, these pieces offer a company introduction, a product example and a home for the wider story. Each has a distinct purpose within a connected presentation of Engelman’s Bakery.
Someone can encounter the bakery through the Chef Liv example, watch the film for a broader introduction, or use the website to explore its programs. Explore the full case study to see the pieces together.
04 / The takeaway
Connect the story to the next question.
When planning across several formats, define the question each piece should answer. Who is behind the business? How does a product fit into someone’s work? What can a customer explore next?
Use those questions to give each piece a purpose and connect the company story, the product story and the information customers need.
What should someone understand about your business after each piece of content?
