A 3 Step Plan To Create Social Impact with a Unique B2B Brand Story

By on October 29, 2019

Great stories have power.

The silence is painful when I first sit down with new B2B social media marketing clients I ask the question, “What is your unique brand story?”

Before you can leverage the power of social media, it is wise to develop your unique brand story. You will need to know what makes your story, powerful, engaging, and relatable.

Telling your B2B unique brand story helps build a loyal brand following.

Storytelling humanizes your brand.

You may be thinking it isn’t possible for your B2B brand to tell an exciting story, but that would be wrong. Every brand has a story.

In this post, you’ll learn a simple formula and process to collect the information your B2B brand needs to tell your story.

When you apply this formula to your business, you’ll be able to collect the information needed to craft your unique story, so you can develop more meaningful connections, on social media.

Storytelling is essential to your B2B brand.

Telling your story speaks directly to your target audience and leads them through your experiences while revealing your brand’s personality, values, struggles, and victories.

It is an ideal way to illustrate why your target audience should learn to know, like, and trust your brand.

Telling your unique story humanizes your brand.

When your content consistently highlights your personal values, goals, and the reasons why you do what you do, you are creating connections and build rapport with your readers.

Are you familiar with Simon Sinek’s Ted Talk?

How Great Leaders Inspire Action?

In the talk, Sinek explains what he calls The Golden Circle.


Image Source

Before you can tell your unique brand story

1. “Start with why”

A great place to start this exercise is watching Simon Sinek’s Ted Talk, which is based upon his bestselling book, “Start with Why.

 In the talk, he explains The Golden Circle theory, described above.  When you remove the outer layers of the circle and come to its center, you reveal the why behind your actions. Sinek explains that the leaders who genuinely inspire action and connect with others know without a doubt why they do what they do.

When you want to tell your unique brand story start with why you do what you do.

Why you created your products or services.

It can be a bit tricky because it is easy to confuse why with what.

What you do is the answer you give to interested people at a trade show, event or party.  You respond to this question, by describing the features of your products and services you sell.

You’re why it is not defined by your products or services. The reason you created these products or services is your why. It is the reason you get up each morning and provide your clients with quality services. You want the reason behind why you provide great products and services to define you.

What is the true essence of your brand and why does it matter?

When working with a new client, the first several consultations are spent familiarizing myself with the client. I will perform an exercise that I learned reading Dean Graziosi Millionaire Success Secrets. The practice is called “Seven Levels Deep.” Dean first heard of the process from Joe Stump when he was hired to help Dean promote his book.

Seven Levels Deep is a simple exercise, and it helps you find the most profound reason for doing what you do.

Have you ever spent time with a child while performing a task and he asks you why you are doing something, but your answer makes him ask why again? Then you’ve already practiced the exercise.

Have a partner or friend ask you why you do what you do. Then dive deeper. Ask why your answer. Do this 7 times, and you will peel back the layers and find the “true reason why you do what you.” Check out this free resource to help you complete the exercise.

When finding your reason why ask yourself:

“Why do I serve the niche I choose to serve?

Key take away: To successfully tell your story you need to find out the true meaning for why your brand does what it does for the audience you serve. Now verbalize, humanize, and articulate it within your story.

2- How are you different from other companies

Do you know what makes you different from the 1000 other bloggers, consultants, or digital content writers working in your niche?

If not, you need to develop your unique selling proposition.


Image Source

Your USP explains your specialty by using differentiation. Differentiation is defining how and why the differences between your brand and the competitions make you the best company to choose from.

How does your brand tailor itself to your target market?

Remember, your target markets are only concerned about how your product will help them, push them ahead, solve their problems. You and your competitors do the same thing, so it’s crucial to find the difference that sets you apart from the rest of the pack.

Follow this simple solution and find your USP:

Take out a sheet of paper and draw a line down the center of it. At the top of one column write Features and the other side write Benefits.

Now list the features of your product or service and directly across from it describe the benefit of this feature.

Now look over this list and create several USPs. Here is a simple formula to follow:


Image Source

Keep your list of Features/Benefits available in a file or folder.

People buy specific products because of the differences, so differences are vital to telling your story. The specific challenges and experiences you have endured differ from others in your niche. Use these experiences to tell your brand’s unique story. Remember to be genuine and tell the good, bad, and the ugly of your brand.

Keep it real.

What specific experiences and challenges have you endured? These challenges molded and shaped you. Experience tells your unique story  (Click to Tweet).

Key takeaway: Know how you differ from your competition and why this difference makes you the best at what you do. Sprinkle these differences throughout your content. Doing this will inform your readers will start so they begin to believe your products and services are the best to help them fulfill their needs.

3. Discover your brand’s personality and characteristics

Now it is time to discover the values and purpose inherent to your brand. Once again it is much deeper than what it appears to be on the surface.

You’ll want to ask several questions about yourself and your brand.

  • What do you do?
  • What is your brand’s personality?
  • How are you perceived by the market?
  • How do you want to be perceived?
  • What are your values, goals, and beliefs?
  • How long have you served your market?

After you have answered, the questions take some time to create several value statements.

You can use this simple format.

Target Audience/Consumer/Customer:____________________________

Problem faced:________________________________________________

Solution/ Value Provided:________________________________________

Example:

Target Audience/Consumer/Customer:_____SaaS Providers_________

Problem faced:_____engaging long-form content__________________

Solution/ Value Provided:___no hype, no corporate jargon, and tells a unique, genuine story____________

Write several value statements about how you differ. Use these statements throughout your online digital content.

Develop your tone, personality, and style.

How do you want to be seen by the market?

Are you a hip, young, SaaS startup? Or maybe your brand has matured and established itself as a leading tech company?

Either way, use these elements to your advantage when telling your story.

In either case, the personality and tone you want to create could differ drastically.

Think about how your target market would describe your brand.

What words did they use?

Once you choose the personal messages, values, beliefs, goals, and image you want to portray to the market, you’ll want to carry this message consistency in your content.

Key takeaway: Create a file describing the characteristics of your brand:

  • Personality, and tone
  • Values, goals, and beliefs
  • Image (logo), format, and brand colors

Refer to this file often while crafting your blog posts, articles, and sales pages. Doing this ensures you are always injecting your personality, values, and goals in your content.

Over to you

Make your B2B brand shine. Sweep readers away with the power of your unique story. When you take the time to develop your B2B brand’s journey and showcase it with personality, style, and tone, you build trusting relationships, engagement, and a sense of community.

It is vital to keep in mind the purpose of social media is to build meaningful connections with your audience. Sharing your brand story builds rapport, engages conversations, and unites people to take part in your brand journey.

Remember to start with the reason why your brand exists, define your unique selling proposition, and develop your brand personality and character. Following this simple plan will establish your brand voice, which will guide your social media presence for the long-run.

Telling your story doesn’t have to be difficult. Follow the simple formula outlined in this post and create a guide to help you consistently inject the key points and milestones of your brand’s journey into your content.

What other ways can you use to develop your brand story?

 

 

 

 

About John Makohen

Johnny has been writing content for the mental health and wellness and recovery tech industry for 5 years. He uses the power of storytelling to drive content, email, and social media marketing campaigns. You can find his portfolio at johnmakohen.com.
Close

Like what you're reading?

Like us on Twitter, Facebook or Google+ for more!