If you are a marketer for any business across the b2b or b2c sector, the importance of branding is becoming more and more prominent for your consideration.
Because with so much competition in saturated digital markets, businesses need to diversify all the time in any way possible. This is what provides the attraction to differentiate from the competition beyond price points and general levels of service or quality level.
Customers are making decisions based on emotional reactions and for this reason, the story of your business as a brand and what it stands for, is crucial.
For marketers who are more technical minded, digitally focussed and more comfortable with using tools for SEO, Adwords or website visitor tracking for lead generation, the visual and certainly creative element can be a large stumbling block for taking the business on to a new level.
Here are some considerations to help with your perspective on adding value through messages and values as a company.
1. Trace the Journey of Your Product
To begin with storytelling for your brand, you should first trace the journey of the products or services you have. It will help you humanize the experience and make it more presentable to the people. When you don’t know your origin, you cannot use it in the storytelling which may become dull and boring.
2. Educate the Clients and Customers
Storytelling should have multiple purposes like sending a good message, solving some important human problems as well as educating the customers and important clients. For B2B, there are a good number of examples they can use for understanding how educating customers is useful and beneficial.
3. Write About Your Brand Origin
As you are done with tracing the origin of your brand, now it should be utilized. You need some great storytellers who play with the human feelings and make it as touchy as possible. It comes with experience. Use of cool words and human expressions in storytelling will be additional benefits.
4. Find Your Hero & Exploit it
What is your hero? You should ask yourself and start exploring it. For every B2B, they have some strong areas, better selling products or services and what makes them famous for. It can be anything. Your hero will make your story more interesting and exciting for the readers and customers.
5. Find Pain Point of Ideal Customers
All the businesses have some ideal customers with pain points. What are the pain points? The weakness or the areas on which customers cannot compromise. For example, in tech sector it is the security of their devices. People prefer secure operating systems. You need to find out the pain points of your customers to include them in your story.
6. Tell the Story of Your Founder
Sometimes, the founders or bosses have great stories to tell to the world. This is indeed a great way to improve your storytelling and make it more effective. You should start with this too. Be realistic and keep it simple. But make the story interesting and appealing to the customers. They will find reasons to buy your products or services.
7. Invest in Visual Storytelling
Microsoft, Google, IBM and all top tech brands use visuals when it comes to storytelling. Videos make the best impression on the users and customers. Take example of Microsoft and how it uses the visual storytelling in its benefits. You can create some amazing stories through videos and visuals.
8. Show Your Humanity Side
Many a time, showing humanity is way better than anything else. A lot of B2B brands exploit the humanity side of their business and tell people how they are working on making humanity feel better, have better resources and live better lives around the world.
9. Resolve Issues with Your Products
If your storytelling doesn’t resolve some important problems, you are not going to make an effect. For example, if you want to sell a browser, you have to tell people what issues it resolves and how it is better than other existing web browsers.