Brand Story: What is a Brand Story and Why Does it Matter?
As a content marketing agency in Atlanta B2B companies come to us to reveal and write their brand story.
What is a brand story anyway?
A story often referred to as a brand narrative reflects the company culture and its values, and reveals its purpose, the core promise and a competitive point of differentiation. It's more common with B2C brands, but critical for marketing B2B brands. The B2B brand story should come through in the digital content created for your brand or product including its website, case studies, white papers, brochures, social media or blog content creation.
Whether it is FinTech, a healthcare company, a medical device company or a non-profit, Brands with a clear and compelling story perform better. In fact, brands that leverage storytelling generate an average of 5% more revenue growth and 11% more profit.
In fact, brands that leverage storytelling generate
an average of 5% more revenue growth and 11% more profit.
Want to learn how working with a content creation agency to develop their brand story transformed one marketer?
“Intimate brands, those with the rare ability to elicit an emotional response in their customer, are better business performers than brands that lack that bond.”
It's critical that B2B brands prioritize their digital transformation and mobile first customer
experiences. Even so, digital in and of itself isn't the message - it doesn’t offer a story. Stories and messaging found on effective websites are researched and vetted. Your B2B brand's narrative acts as a springboard for your brand and product marketing communications.
Many companies – start-ups, innovators, multinationals and global brands – are often overly focused on where they are communicating – social media, search, web – and with the type of content formats – videos, emails, infographics or newsletters. In fact, we just heard a company leader suggest that now that YouTube is considered the No. 2 search engine they would create a presence there. But why? What’s the objective, and what do you want to communicate in this channel? What's the story you will communicate?