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  • Writer's picturemichal yogev

Stories That Sell: How Narrative Shapes Business Branding and Growth


Imagine two people, a woman and a man, standing in front of a magnificent painting. The woman, with a creative inclination, gazes at the painting, enthralled by its bold colors, unique composition, and the emotions it evokes within her. The man, on the other hand, focuses on technical details: the size of the painting, the painting technique, and the type of frame.

These two individuals represent the two hemispheres of our brain: the right hemisphere, responsible for creativity, emotion, and spatial perception, and the left hemisphere, responsible for logic, analysis, and rational thinking.


Business Branding

A successful narrative does not merely appeal to the left hemisphere of the audience's brain. It requires the creation of a deep emotional connection, achieved through a strong and captivating brand story. This narrative, also known as "brand storytelling," opens a window to the company's values, vision, and uniqueness, allowing potential customers to connect with it on a deeper level.

Narrative and brand storytelling: The United Superpowers

A narrative is a story with a beginning, middle, and end, containing characters, plot, challenge, and resolution. Brand storytelling is the application of storytelling principles to a brand, using various narratives to convey its messages and values.

B2B narrative and brand storytelling the secret sauce

  • Emotional Connection: Stories evoke emotions and contribute to a deeper emotional connection between the brand and customers.

  • Deeper Understanding: Narrative enables the conveyance of brand values, vision, and goals in a clear and inspiring manner.

  • Competitive Edge: A unique and engaging brand story sets the brand apart from competitors, providing a significant advantage.

  • Lasting Memory: People tend to remember stories better than dry facts. A strong brand story remains ingrained in customers' memories over time.

  • Community Building: A shared narrative creates a sense of belonging and connection among the brand's customers, leading to the formation of a loyal community.

Guidelines to create successful narrative and brand storytelling

  1. Define the Target Audience: Gain a deep understanding of the target market in the B2B sector, including their pain points, preferences, and priorities, which form the basis for creating a narrative that resonates with them.

  2. Identify Brand Values: Pinpoint the fundamental values that epitomize the brand within the context of B2B relationships. What is the brand's overarching mission and how does it align with the needs of B2B clients?

  3. Define the Challenge: Articulate the specific challenges that the brand addresses within the B2B landscape. What issues does its technology, product, or service solve for B2B customers?

  4. Create a Hero: Determine the central figure in the brand's narrative within the B2B realm. Is it the client, the CEO, the head of product development, or another key stakeholder? Positioning the hero effectively can enhance relatability and engagement among B2B audiences.

  5. Build the Short Plot: Develop a storyline that reflects the journey of the B2B hero, highlighting the obstacles they encounter and how they overcome them with the brand's offerings. Emphasize how the brand becomes an integral part of the B2B customer's success story.

  6. Choose a Style: Tailor the storytelling style to suit the B2B audience and context. Whether it's a pragmatic approach, a thought-provoking narrative, or an inspiring tale of transformation, align the style with the preferences and expectations of B2B stakeholders.

  7. Use Visual Aids: Incorporate visual elements such as infographics, case study videos, and symbolic imagery to complement the narrative and enhance its impact in the B2B sphere. Visual aids can effectively convey complex concepts and bolster the storytelling experience for B2B audiences.

Breakthrough Thoughts

Narrative and brand storytelling are powerful tools in the business world. By creating a strong and captivating brand story, it is possible to connect the target audience to the brand on a deeper level, differentiate it from competitors, and build a loyal community.

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