The importance of storytelling for B2B Tech brands

It’s not a new observation to say that B2B brands tend to get bogged down in the technical product descriptions, rather than focusing on selling benefits or impacts. I think it’s particularly true in B2B tech orgs, in which product and an engineering mindset tends to dominate. An interaction I had recently with a new business enquiry made me realise that this is even harder for B2B Tech brands that manufacture components for others to create finished products or equipment.

The double whammy for these orgs is that with a feature-first mindset, it’s hard enough for them to imagine their product’s holistic use, let alone telling the story of their customers’ products and the real-world impact they make. They’re so far removed from this eventual impact that it’s difficult to join up the dots.

In these circumstances, it’s even more important to have a clear sense of brand, to craft a compelling narrative that makes an emotional connection.

In most of the B2B tech brand work we do, the brand foundations aren’t solid. They’re generally poorly thought out with an abstracted vision (we call them Buzz Lightyear visions) supported by a raft of generic values (and these are called McValues). Sometimes, these have been created internally, and smack of being an isolated ‘consensus’ exercise, allowing a little bit of something to please everyone involved. The problem is that they end up being completely sanitised and generic which isn’t a great way to ground your brand. 

For us, everything tracks back to brand. If your foundations aren’t set, then it’s not a surprise that the brand comms and expression that stem from it are flat, bending towards the technical features, because there’s nothing else to talk about.

So, what are the steps in how to use brand more effectively in story telling?

Develop a Compelling Brand Vision and Values

First things first. Review what lies at the core of the brand and how well it’s articulated. We prefer the vision, mission, values approach but there are no absolute rights or wrongs here. The most important thing is to create values that are human and resonate emotionally emphasising things like innovation, trust, and customer success.

Engage Employees in the Brand Narrative

It’s important to bring the business with you, rather than presenting a fait accompli which, is less likely to be accepted. Workshops, or one-to-one sessions, surveys and feedback tools all help. Try to ensure it’s a collaborative effort with cross-functional teams and diverse representation. The deeper you go, the more likely it will be that employees will understand and carry the brand’s vision and values.

Identify the End Users

Understand who is benefiting from the ultimate iteration of the technology and in what way. Interview customers (or ideally, end users) and gather data and anecdotes to create a well-rounded picture. In our experience, talking to clients’ customers always yields valuable info – because we’re an impartial third party it’s easier for them to be honest with us.

Tell Human-Centric Stories (that link back to the brand)

Once you’re clear on the impacts on end users, then you can create the stories that highlight the positive impact of the technology on people and communities. Things like testimonials and case studies can drive narratives that emotionally connect with the audience. Where possible, try to link these positive emotions and outcomes back to the core values of the brand, positioning it as a partner in the successful outcome.

Brand storytelling is not just a marketing tool; it’s a strategic imperative for B2B tech brands looking to differentiate themselves in a crowded market. While you can attempt to layer storytelling onto an undifferentiated brand, it will only ever be a skin-deep veneer that’s not deeply felt. For us, it’s crucial that the brand underwrites the stories it tells, which is credibly done by developing a compelling brand vision and building the narrative on top. Only then will these companies have a powerful narrative that resonates with their audience and drives a commercial impact. Start today by evaluating your brand’s storytelling potential and see the transformative impact it can have on your business.