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Building an Emotional Connection Through Storytelling 

emotional commection with a brand through storytelling

Business-to-business (B2B) customers have high expectations beyond just functional marketing and benefits. Integrating storytelling into content allows target audiences to build an emotional connection with your brand. Leveraging great storytelling in your marketing strategy allows brands to form meaningful connections, making it a powerful asset in your marketing toolbox. 

Forbes dubbed brand storytelling as the future of marketing. “Brand storytelling is the cohesive narrative that weaves together the facts and emotions that your brand evokes. In addition to giving your customers reasons why they should buy a product or service, businesses need to start sharing the story behind their brand, why it exists, and why this matters, consistently across all communication… It is a need to have, and what will ultimately maximize your business’s visibility, profit, and impact. Treat it as a compass for your marketing strategy, and the result will be a brand that is as profitable as it is captivating.” 

B2B marketers often employ brand storytelling with creative narratives, showcasing a brand or its product in more relatable, human contexts. This could come in the form of customer success stories or demonstrating how a product has helped solve a specific problem for a business. 

Making storytelling an integral part of your marketing initiative provides a memorable edge. 

storybrand framework
image credit: outliercreative.com

B2B Storytelling Tips 

Be unforgettable. Ask yourself: What do you want to be remembered for? Consider the emotion you want to evoke in your audience when they interact with your brand.  

The Forbes article echoes this sentiment. “Your audience may forget what you say, but they will never forget how you made them feel (which is important because emotions drive purchase more than logic).” 

Know your customer. Understanding your customer’s current needs is key to bringing your brand’s story to life.  

Know your company. Remember that your company is still an important part – show why your company’s offerings are the best. 

Working in social media, a good chunk of my time is dedicated to helping clients share their stories. Being able to provide them with remarkable results with our services has no doubt been my favorite part of this role. 

 Babcox Media is invested in your story. Let us help you share it with our audience and beyond. Leverage our industry knowledge, first-party data, and expertise to share your story that reaches your intended audience at the right time, in the right place, and with the right message. Contact a representative at Babcox Media today to discuss how we can help you share your story!  

Bridget McPhillips is the Social Media Coordinator at Babcox Media.

Contact Bridget at bmcphillips@babcox.com

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