- Infographic: Holiday shopping on Twitter
- 4 things to Tweet about this Halloween
- 5 influencer marketing myths holding your growth strategy back
- What businesses around the world can learn from Japan
- Device and conquer: Global consumers let their fingers do the shopping
- 5 ways marketers are building better brands
- 5 ways to increase your Tweet engagements with emojis
- 4 steps that drive success with personal branding
- How to create and use hashtags
- How valuable are your followers?
- 3 ways to tap into trending topics on Twitter
- How to: Advanced search on Twitter
- How Quick Promote can get you noticed on Twitter
- See successful followers campaigns
- Top hashtags and keywords to use for Halloween
- 4 ways businesses can use Twitter Polls
- How to get your Twitter profile ready for the holidays
- The holiday marketing calendar you need
- How a retail company increased holiday sales with Twitter
- Have your holiday questions answered by the experts
- How a startup found success with Twitter Ads
- 6 things to Tweet about this Thanksgiving
- What to Tweet about this fall
- How to use Twitter to increase foot traffic
- How to prepare your business for Cyber Monday
- How to tap into mobile trends and increase in-store holiday purchases
- How to create stand-out Twitter Ads this holiday season
- Small Business Saturday checklist: How to get your business ready
- Top hashtags and keywords to use for Thanksgiving 2016
- The top 10 trends driving marketing in 2017
- See how to reply to customers on Twitter
- #TweetHour recap: How to stand out during the holidays
- What to Tweet this winter holiday season
- How to: Make a Twitter Moment that shows off your year
- 5 tips to make your holiday promotions stand out
- How to incorporate video into your content strategy
- See how to Tweet about gift giving holidays
- Recap: Twitter Ads experts answer your campaign questions
- Top hashtags and keywords to use to bring in 2017
- 4 ways to use the New Year to promote your business
- Our favorite articles of 2016
- 10 tips for choosing the best graphic designer
- 3 ways to create a consistent visual brand on Twitter
- 10 tips for launching your first mobile app marketing campaign
- How to plan for success in 2017
- Periscope tips: a conversation with @BoopFashionista
- 5 ways to step up your brand in 2017
- How to do influencer marketing right in 2017
- Customer journey mapping: What you must know
- The secret to more effective paid campaigns? Better organic content.
- How to manage your Twitter Ads campaigns with Flightly
- February lineup: Your essential marketing calendar for the month
- #TweetHour recap: Building your personal brand
- What to Tweet this Valentine's Day
- 4 do's and don't's of Twitter images
- Want to build strong influencer relationships? Focus on ease and value
- Top hashtags and keywords to use for Valentine's Day
- Tips for entrepreneurs: A conversation with Larry Kim
- Courting an influencer
- 8 ways to energize your B2B content marketing strategy
- Interviewing marketing freelancers? Ask these 6 questions
- March lineup: Key dates to help plan your marketing campaigns
- Hidden Twitter tricks from a social media manager: the media library
- How brands can reach a second screen audience
- Meet the awareness campaign
- 6 things to Tweet this spring
- Spring clean your Twitter profile
- How better quality whitepapers can improve lead generation
- Top hashtags and keywords to use this spring
- It's now easier to manage the payments and billing of your Twitter Ads
- 5 Periscope tips for your brand
- #TweetHour recap: How to leverage influencer marketing trends
- How to use Tweet threads
- 5 tips for writing effective Twitter Ads copy
- How to use Periscope 360 for your brand
- How to spread your message with the awareness objective
- April lineup: Key dates to help plan your marketing campaigns
- 5 things to Tweet this Easter
- How to create evergreen content with lasting engagement
- What micro-influencers can do for your brand
- The psychology of shareable content
- Top hashtags and keyword to use for Easter
- 7 tricks to produce content on a budget
- Data-driven tips for B2B marketers on Twitter
- What is relationship marketing?
- Mobile shopping doesn't mean skipping the store
- Content marketing myths that businesses need to stop believing
- How to fill holes in your content calendar
- Are you ready to handle your next company crisis on Twitter?
- Who to follow for National Small Business Week
- Is your marketing strategy protected against changing buyer behavior?
- 6 articles to help you craft your Twitter strategy
- How to start a content marketing campaign with no money
- How to make announcements on Twitter that build engagement
- Twitter named one of the top trusted brands for social and digital marketing
- May lineup: Key dates to help plan your marketing campaigns
- 4 must-read articles for lean marketing teams
- What you can learn from your agency's social media feed
- 4 articles to help your brand succeed with smart design
- 5 things to Tweet this Mother's Day
- Top hashtags and keywords to use for Mother's Day
- 6 things to Tweet when attending a conference
- How to choose your hero stat
- Why goals matter to influencer marketing success
5 interesting ways to share your brand story
Arrow down icon
- 5 tips for more effective influencer marketing
- 5 things to Tweet this June
- Why you should focus on native and video advertising
- 7 tips for creating engaging content every day
- Before you hire a video production team, answer these important questions
5 interesting ways to share your brand story
This article and expertise was originally published on Bop Design.
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 five 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:
- Why did we create this business?
- What drove our success through the years?
- How did we adapt to the market?
- What needs did we focus on?
- How did we expand or grow to meet the needs of more customers?
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:
- What is their background/expertise?
- What event(s) compelled them to found a company?
- What was/is their vision for the company?
- How do/did they interact with clients?
- What are their main professional values?
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:
- What innovations did we bring to the industry?
- Did we pioneer a technology or service?
- What prestigious industry awards did we win?
- What is our contribution to the industry?
- Did we have significant periods of growth/change?
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:
- What problems have we helped solve?
- Are their specific cases where we have made a significant impact for a client(s)?
- How do we help our clients be successful?
- How do our values positively impact our clients?
- What is our mission statement?
- When has our service delivery showed exemplary results?
- Where has customer service driven new processes and procedures?
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:
- How do our employees exemplify our brand?
- What actions or attitudes do our clients rave about?
- What positive feedback on employees have clients provided?
- Why types of behaviors do our brand promote?
- Who is our ideal employee and how do they represent the company?
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 was written by Jeremy Durant from Business2Community and was legally licensed through the NewsCred publisher network.The views expressed in this article do not necessarily reflect those of Twitter or its affiliates.