Nothing captivates an viewers like a terrific story—it doesn’t matter what business you’re employed in. 

Storytelling has lengthy been used to activate a reader’s creativeness via an interactive narrative. Model storytelling specifically makes use of this narrative to share firm values whereas connecting clients to an organization.

Entrepreneurs usually make use of model storytelling in campaigns containing inventive narratives, showcasing a model or its product in additional relatable, human contexts. This helps the viewers see the corporate as greater than only a faceless company entity constructing complicated merchandise–as a substitute, a set of actual individuals fixing real-world issues.

What Is Model Storytelling?

Model storytelling is a staple of B2C content material advertising and marketing, but it surely’s much less widespread within the B2B world. The reason being apparent—it’s tougher to interact your viewers emotionally while you’re promoting complicated options to companies, somewhat than flashy merchandise to particular person customers.

Storytelling could appear tougher to tug off within the B2B world, but it surely’s no much less efficient. In spite of everything, 50% of B2B consumers usually tend to make a purchase order in the event that they hook up with a model on an emotional stage.

Immediately’s publish shines a highlight on B2B manufacturers which have used model storytelling in distinctive, participating, and modern methods. Hold studying!

Examples of Model Storytelling

1. Write with Basic Hollywood Parts – Hewlett Packard

HP’s video “The Wolf” tackles a subject that has the potential to look dry and uninteresting: printer safety. It’s an entertaining story that additionally makes viewers perceive how important HP’s printer safety software program may be.

Certain, you may not have the finances to function Hollywood stars in your movies, however you’ll be able to nonetheless study so much from HP’s distinctive strategy to B2B storytelling.

What makes this a terrific model story?

This quick movie is extremely participating, because it creates a menacing character to signify the threats corporations face if their printer safety is missing. Utilizing basic good vs. evil storytelling with some film magic presents your product in a extra thrilling method than it will on paper.

2. Present Off Your Star Workers – Microsoft 

One of many largest corporations on the planet, Microsoft, can be one of many largest advocates of storytelling as a brand-building tactic. Their Microsoft Story Labs platform highlights workers from each division inside their firm—from researchers to artists to online game builders. 

What makes this a terrific model story?

These in-depth profiles illustrate that Microsoft isn’t just an enormous company, however a set of distinctive and gifted people. Exhibiting enthusiasm on your workers provides a extra human aspect to your model and a further connection between model, worker, and shopper.

3. Humanizing by Addressing Challenges – IBM

The multinational tech company has used storytelling to humanize their firm for many years. Take into account this TV spot highlighting struggles throughout the American schooling system and IBM’s efforts to enhance faculties throughout the nation. The advert is over 20 years previous, however nonetheless holds up as we speak for instance of highly effective model storytelling.

What makes this a terrific model story?

Addressing real-world challenges and displaying how IBM is an answer to them creates a way of involvement with the viewers’s on a regular basis struggles.

4. Put a Highlight on Native Companies – Google

Google Advertisements is a online advertising service that the majority B2B entrepreneurs are already acquainted with. Google created a video sequence referred to as “AdWords Tales” that highlights small companies that use the platform, conveying the life-changing impression it will probably have.

On this two-minute video, Google tells the heartwarming story of an area restaurant that used Google Advertisements (previously AdWords) on its strategy to changing into a $14-million nationwide mail-order enterprise.

What makes this a terrific model story?

Each area people has its heroes. Google makes the viewers really feel like they’re a part of a particular story via communal efforts whereas showcasing their product.

5. Let Clients Inform Their Personal Success Tales – Salesforce

The favored gross sales expertise firm makes a speciality of a selected sort of model storytelling: They permit their clients to inform their tales for them. Their Success Tales web page follows purchasers who’ve used Salesforce to develop their companies. 

It is a tactic that may be simply replicated on your personal enterprise. Merely attain out to prime clients and ask in the event that they’re keen to speak about their success along with your product—simply as you’d for a case examine.

What makes this a terrific model story?

The lesson right here is that this: Don’t underestimate the worth of a superb success story. In truth, 90% of consumers who learn constructive buyer success content material declare it influenced their buying choice (Wyzowl).

6. Use Totally different Visible Mediums – Cisco

Cisco is a cutting-edge expertise firm that develops networking and telecommunications tools. Although their companies are very complicated, Cisco makes use of storytelling to humanize the superior expertise they provide to companies.

One nice instance is Sea Change, a narrative of a racing yacht that features a aggressive benefit utilizing a variety of Cisco Powered applied sciences. 

What makes this a terrific model story?

Combining footage, video, and a written narrative tells an thrilling story that showcases the impression of the model’s merchandise. Following a narrative whereas exhibiting new expertise creates an additional aspect of interactivity.

7. Share Firm-Associated Information – Boeing

The plane expertise producer makes use of an old style type of storytelling to nice impact—information articles. On its Options web page, Boeing publishes in-depth information tales that report on their options and the way they’re used internationally. 

What makes this a terrific model story?

These articles are informational somewhat than promotional, however achieve constructing the Boeing model by preserving their expertise grounded in present occasions.

8. Make the most of Social Media – Normal Electrical

Visible storytelling could make highly-technical concepts seem extra human and relatable—and there’s no higher instance than Normal Electrical’s social media storytelling. 

On their Instagram web page, GE frequently posts fascinating photographs and movies that show how their complicated tasks have an incredible impression on our day-to-day lives. 

What makes this a terrific model story?

Providing a glimpse into how merchandise are made materializes that mysterious house between manufacturing and shopper utilization.

9. Don’t Overlook to Have Enjoyable – ZoomInfo

In fact, we’d be remiss if we didn’t point out the various methods we’ve got carried out storytelling in our personal campaigns. Our in depth Buyer Success web page options detailed testimonials of consumers who achieved development utilizing ZoomInfo.

What makes this a terrific model story?

Storytelling is an enormous a part of the visible content material we create, and among the finest tales come instantly from our clients. However after we do our personal storytelling, it provides an opportunity to indicate off our personal creativity and ingenuity. 

Key Takeaways of B2B Model Storytelling

We hope these examples gave you some inspiration to make storytelling a much bigger a part of your model advertising and marketing technique. And bear in mind, you don’t want an enormous finances and a wealth of assets to make use of name storytelling. Whether or not you’re an enormous or small enterprise, you may have tales to inform.

So, the following time you construct out an elaborate advertising and marketing marketing campaign, attempt considering like a storyteller somewhat than a marketer. You may simply uncover a strategy to create a deeper connection along with your viewers. For extra, take a look at our publish on storytelling for gross sales.