Storytelling for a more humanized industrial brand

Industrial brands that overlook storytelling are missing out on a powerful tool to create emotional connections with B2B customers.

Stories are how we remember; we tend to forget lists and bullet points

– Robert McKee

It’s unlikely you remember any of the lists you memorized for your school exams or the notes you tried to cram in during college, but what you might remember are the stories shared all those years ago.

Why is it that we have a more challenging time remembering individual facts than stories? The answer – science has proven that human memory is tied to storytelling.

Sharing stories is a human tradition deeply engrained in us.

Unlike self-promoting marketing tactics, stories entertain and inform us in a way that allows us to attach meaning easily and without really thinking about it.

The question for industrial brands is how to humanize themselves to shake off the sometimes dull perception people have of them. The truth is every company has some perceived value to their customers. The trick is to share that value through stories.

Industrial brands that overlook storytelling are missing out on a powerful tool to create emotional connections with B2B customers.

Creating connections through humanized stories is central to building trust with B2B purchasers. Trust is the starting point in building any relationship, and this is especially true for industrial brands where the stakes of making poor investment decisions are incredibly high.

Storytelling is a way for your audience to see the authentic human side of your business, the people that make it possible, the challenges and successes.

Through relatable stories, you can share your experiences and case studies in a more relatable way. Highlighting the impact your solutions have had on business operations and employee wellbeing as told by your customers.

Sharing your unique and authentic stories is a way to distinguish yourself from the competition and display a more human side, thus helping to further connect with your audiences.

Case studies are a great way to capture a range of perspectives. They can highlight your expertise and break down barriers to reveal your companies relatable, honest, and human side to make a deeper connection with your audience.

 At Brieffin, we use client case studies to illustrate storytelling’s impact on humanizing industrial brands.

One example of this was our collaboration with the World Refractories Association. We had the exciting opportunity to use storytelling to showcase the stories behind the faces of those in the refractory industry and how their impact affects our daily lives—allowing us to humanize an often faceless industry.

We supported the World Refractories Association with video design and editing of the “Faces of Refractories,” a human initiative. Watch the series here.

Through sharing how essential the role of refractories is to every other industrial sector, we showed a side to this organization that is often overlooked yet vital to shaping our societies.

Storytelling is a way to tap into people’s feelings that inspire them to engage with your brand.

Is your business using social media’s full potential?

At Brieffin, we use our expertise to unlock everything social media offers your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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