Why Brand Storytelling is Critical in B2B Technology

Whether you work for a big or a small company, I’m sure you’ve had the question of how to differentiate yourself from the competition. In the ever-growing B2B market, you want your brand to stand above the rest. Easier said than done, right? What if I told you that your market standing could be improved significantly through brand storytelling. Keep reading to learn more and how Bluetext can help you reach your branding goals.

Why Is Brand Storytelling Important For Me?

First of all, storytelling that is consistent with your brand allows your audience to peek behind the curtain to see more than just what you do and sell. Coupled with good company values, storytelling serves to humanize your brand, facilitating connections with your audience and explaining how and why you do and sell the things you do. As your audience gets exposed to your story, they’re more likely to identify with shared values. 

While we often like to think fancy data callouts and graphics will convince your audience to convert, at the end of the day studies show we rely heavily on our subconscious feelings. Storytelling gives marketers the ability to share their products and services without diving into a hard sell. This allows your audience to be enticed by your company without being explicitly aware that they were pitched a product/service.

SonicWall

When SonicWall set out to update their messaging and branding to match their top-tier services across a variety of industries, they came to Bluetext. As a cybersecurity marketing agency, we were excited to work with SonicWall to bring their Boundless Cybersecurity to market with a bang. Previous campaigns had attempted to tell the Boundless story, but with muddled messaging and creative that didn’t result in conversions. Bluetext’s branding and creative team were tasked with bringing the Boundless Cybersecurity story to life. The new campaign focused on conveying a feeling of breaking free from cyber threats and thus feeling liberated. To visually communicate this, we designed imagery and messaging that supported this feeling of being free. Campaign ads depict a series of end-users in their industry floating in the air. This not only allows the audience to feel connected to their industry but also the benefits of being freed from the industry-specific challenges. The campaign was a smashing success, bringing a record number of visitors to their campaign landing page. 

Why stop there? The Boundless brand story carried onto their annual partner event, which was turned virtual in the wake of COVID-19.  Bluetext and SonicWall worked together to promote SonicWall’s Boundless 2020 Virtual event. This event resulted in a 135% increase in attendance over their previous events, going down in history as SonicWall’s largest virtual event ever.

Trusona

Another great example of brand storytelling is Trusona. When Trusona wanted to reimagine their brand presentation and messaging they turned to Bluetext. Priding themselves on creating a secure experience for users without the hassle of passwords, we wanted to deliver a brand that conveyed their hassle-free nature. As with any story, consistency is key.,Bluetext designed a library of brand elements inspired by their logo to be used across all communications. Every time you see a brand element, you’re reminded of the Trusona brand and their brand promise to simplify authentication.

As a digital marketing agency, we’ve worked across industries to learn the most effective ways to convey a story and foster connection. These stories help your audience understand that you are more than just a faceless corporation, but rather a trusted partner. 

Are you interested in working with a branding marketing firm to help tell your story? Contact Us!