Global Brand Storytelling: Winning Hearts Across Borders

A great story transcends borders, but the way you tell it can’t always stay the same.

The notion of businesses setting sail to ‘break the US’ with the same Go To Market strategies that saw them profit domestically has left an uncountable number of start-up dreams languishing on American shores. 

Here, size doesn’t matter. 

New Zealand Rugby is a master of global brand storytelling. With 95% of its fanbase residing outside of the country, the White Ferns and All Blacks are as much a cultural symbol as sports teams. Meanwhile, newer players like Pickstar—an athlete marketplace startup—are navigating how to tell stories that resonate differently in markets like Australia, UK, and the US.

Two companies Trippant,  a leading PR sports agency, has had the pleasure of supporting. Both of which highlight the complexities of global brand storytelling: understanding the universal elements of your brand while tailoring the narrative to fit local audiences.

The All Blacks: A National Team with a Global Appeal

The All Blacks are a textbook example of how to craft a brand that speaks to everyone, everywhere. Their story of excellence, heritage, and unmatched dominance on the rugby field has universal appeal. But it’s the layers beneath the surface—the Haka, the connection to Māori culture, and the humility of its players—that make the story unforgettable.

Yet, for a fan in London or Tokyo, the emotional connection isn’t just about watching games. It’s about feeling like they’re part of something bigger. New Zealand Rugby leans into this through digital platforms, community engagement, and compelling documentaries like All or Nothing. By showcasing the humanity of the team—on and off the field—they’ve created a brand that inspires loyalty worldwide.

For established global brands like the All Blacks, the storytelling challenge isn’t creating a narrative but ensuring it evolves without losing its essence. How do you balance heritage with relevance? How do you remain a national symbol while embracing global fandom?

Pickstar: Tailoring Stories for Different Markets

For newer brands like Pickstar, the challenge is different. While the platform’s core value—connecting brands with athletes and influencers—remains universal, how they communicate that value shifts dramatically between Australia and the US.

In Australia, Pickstar’s storytelling leans on relatability. The brand connects grassroots sports communities with accessible local heroes. The tone is casual, the imagery familiar, and the messaging often focuses on inclusivity and the accessibility of talent.

In the US, however, the narrative changes. The market demands scale, ambition, and a touch of star power. 

Pickstar’s storytelling in this context emphasizes high-profile collaborations, major league endorsements, and the platform’s potential to amplify a brand’s reach on a national stage. What works in Australia—a smaller, more intimate sports culture—doesn’t translate one-for-one in the hyper-competitive, celebrity-driven US market.

Lessons for Global Storytellers

1. Find Your Universal Truth: Both the All Blacks and Pickstar succeed by grounding their stories in universal human emotions. Excellence, ambition, connection—these themes resonate globally, even if the packaging changes.
2. Adapt Without Diluting: Tailoring a message for a local market doesn’t mean losing your identity. For New Zealand Rugby, the Haka remains a core element of their story regardless of the audience. For Pickstar, the brand’s promise of connection is consistent, even as the tone varies.
3. Know Your Audience: Understanding cultural nuances is key. In the US, sports often blend with entertainment, while in Australia, they’re more community-centric. Successful global brands respect and reflect these differences in their storytelling.
4. Be Authentic: Audiences can spot inauthenticity a mile away. Both the All Blacks and Pickstar succeed because their stories are rooted in truth, whether it’s the humility of a rugby legend or the real-world accessibility of talent.

Telling Your Global Story

Global brand storytelling isn’t about being everything to everyone—it’s about finding the universal in your narrative and adapting it to connect deeply with each audience. Whether you’re an iconic brand with over a century of history or a startup scaling into new markets, the principles remain the same.

So, here’s the question: What’s the story you want the world to tell about you?