Living Stone blog 3

 

 

All Posts

What’s your brand story?

Does your brand have a story? Some brand stories are so well-known that they’ve become part of popular culture. We all know the story behind Facebook, and Mark Zuckerberg. It’s the same with Virgin and Richard Branson. We’ve seen their companies and products evolve, and it’s almost like we know them – we’ve made an emotional connection. 

Brand stories for consumer goods can be just as fascinating. Is there any marketer who hasn’t felt sympathy for their marketing peers over at Samsung, managing the rollout of the (overheating) Galaxy Note 7?  

But brand stories aren’t just for companies with rags-to-riches plot lines and high-profile CEOs, or consumer goods that end up in the news. Even in the B2B environment, people seek an emotional connection with the products and services they purchase and use.

Brand stories create and strengthen that emotional connection.

So what’s your story? Start by thinking about how your company, product or service adds value and helps people. Does it help them do something more easily, or more cost-effectively, or faster?  Does it help their business increase revenues? Perhaps your product or service benefits multiple stakeholders – for example, by helping hospitals treat patients more effectively, does it help more patients receive care?  Does your technology help your customers help their customers in some way?

Then think about why your product or service is uniquely suited to helping in this way. No other company does it better because ________.  Fill in the blank, and your brand story’s starting to take shape. 

Your brand story is part of your brand identity. Share it on your website, in your marketing collateral, even in the boilerplate in your press releases.  Switch between long and short versions, depending on your medium and audience.

A marketing partner with expertise in B2B brand development can help you create a brand story that will help you build emotional connections with prospects and customers, in line with your branding goals. Find out below how Living Stone created a new brand design for a leading technology company in Belgium by defining its business story and affirming a strong, compelling message from it before delving into logos, colors, designs and similar visual tools to drive the rollout.

 

 

Related Posts

Does your business need a cost-effective way to attract more leads?

Well, if you haven’t already got an inbound marketing strategy in place, you strongly need to consider one. Inbound marketing is a highly-effective, customer-centric approach to lead generation, which will revolutionize your sales and marketing activities.

Google Marketing Live 2019: de 10 belangrijkste updates

Op het jaarlijkse Google Marketing Live evenement in California kondigde de techreus zoals verwacht een hele resem nieuwe features aan. De tien belangrijkste ontdek je hier.

Why sustainability marketing is important

There’s more to it than reporting… Consumers prefer sustainable brands, especially millennials. Multiple studies confirm this and we see the evidence every day on newscasts, with coverage of climate-change marches, plogging and beach cleanups. However, consumers’ purchasing patterns lag behind their environmental aspirations. How come? Although there are many ways to explain the gap between stated interests and actual purchasing behavior, one of the main issues seems to be the lack of sustainable products and clear, sustainable marketing stories.