by Jeremy Durant
May 18, 2017
by Jeremy Durant
May 18, 2017
Telling your brand story is more than just slapping dates together on an About Us page and throwing it up on the website with a stock image. Your brand story should be a major differentiator, something that sets you apart from your competition and compels your prospects to partner with you. It’s an opportunity to not talk about your products and services, but to talk about the real value of partnering with your firm.
When it comes to B2B branding and storytelling, there are a variety of ways to tell your brand story in a way that engages your target audience. Let’s look at 5 interesting ways to share your company’s brand story.
Reveal your history
Your company was founded with purpose and that purpose was not simply to make money. The main purpose was to meet a need. An intriguing way to share your B2B brand story is by revealing the history behind the founding of your company. Answer questions like:
By building a story through the retelling of history, you draw your target audience in and reveal how the values of your company and your focus on the customer’s needs have driven your business. It’s a compelling method for letting your prospects know that they are the center of your business.
Showcase your founders
Many B2B companies are built on the drive, passion, and entrepreneurial spirit of a founder or founders. Particularly in the United States, we are obsessed with hearing the story of a successful entrepreneur who was driven by a passion, whether it’s a passion for innovation, customer service, technology, or knowledge. Telling your brand story by shining the spotlight on the founder(s) is a strategic way to craft an emotional connection with your audience. Answer questions such as:
Showcasing the founders of a company puts a human face behind a corporate entity and makes your brand relatable. This is particularly compelling if your company is older and the founders aren’t involved or running the brand any longer. This is essentially going back to basics and focusing on the genesis of your B2B brand.
Build a timeline
There may be major events or accomplishments in your brand’s history that will resonate with your ideal target market. Weaving these events together is a great way to tell your brand story. A visual representation of the events arranged as a timeline is an easy to use, appealing way to convey the founding of your company, as well as major accomplishments or changes over the course of your brand’s history. Answer questions like:
As you build your timeline (which doesn’t need to be extensive), think about the events or accomplishments that build credibility with your audience and establish you as the clear authority in the field. B2B branding should always include the audience as an active participant in the storytelling. Keep this in mind so you don’t alienate them.
Turn to your customers
If it wasn’t for your customers, you’d be out of business. This is a simple truth that you should always come back to in your branding and marketing. For many B2B firms, the customers are essential to building your brand. Their needs shape your service or product offerings. When it comes to the B2B industries, it’s less of a client-vendor relationship and more of a partnership. A cool way to share the story of your brand is to turn to your customers, their needs, and how your firm worked with them to provide solutions. Tell your story by telling the story of your customers. Answer questions such as:
Potential clients want to know what you bring to the table and what your brand is all about. A captivating brand story is told by real client partnerships and demonstrates innovative solutions.
Feature your employees
Your company may not have an extensive history, a ton of client case studies, or a memorable founder – but you always have your employees. Your employees are essentially your brand warriors. If they do a wonderful job of representing your brand and create loyal, dedicated clients – create your brand story around them, their attitudes, and their accomplishments. Focus on answering questions like:
Just like focusing on the founders, featuring your employees puts a human face on your organization. You are no longer a software company providing solutions to healthcare companies, you are a close partner who evaluates market challenges and provides customized solutions and a friendly face.
Your brand story
When it comes to B2B branding, your brand story is your chance to make a connection with your target audience and strengthen your relationship with your existing clients. It should not be an afterthought. It should be your answer to “Why should we work with you over company X?” Use your brand story to attract, engage, and compel. Be genuine and craft a brand story that your target market wants to read.
This article originally appeared in Bop Design.