People love a good story. If we know why an organization is doing something, we are more likely to show compassion and become customers. Storytelling influences our buyer journey. But is b2b storytelling relevant to your organization? In this blog you will find the answer to this question. In addition, I explain how to apply b2b storytelling using archetypes.
B2b storytelling is something we don't see very often. This is because the services and products of b2b organizations often do not need to evoke emotion, but should be primarily practical - and an asset to the organization.
However, we must remember that the organization does not make the decision. No, a person (or a group of people) within the organization makes the decision to adopt your product or service. And half of these are more likely to choose your organization if they have an emotional connection with you.
Some of the benefits of b2b storytelling for your organization are:
With a good story, you can persuade and emotionalize your (potential) customers. After all, you are shining light on a part of your organization from a specific perspective. If you are creating a marketing strategy, think not only as a marketer but also as a storyteller. What do you want to tell? How can you evoke an emotion in your target audience?
Google has a great example of b2b storytelling. Most b2b marketers have, or will have, to deal with Google Ads. As part of a marketing campaign, Google created several YouTube series. These highlight small businesses that use Google services. In other words, Google's customers are put in the spotlight. By telling the story of Google's customers, Google Ads and its other services are humanized. Should you be interested, click here to go to one of the YouTube playlists.
Identifying an archetype for your organization helps you tell stories consistently. That way you create unity with the stories you tell. By archetypes, I mean Carl Jung's 12 archetypes. This is a way of understanding the psychology behind the cultures we create. They also sometimes represent people's basic motivations and show why people do what they do, from a psychological perspective. You could think of them as characters. You can reflect these characters in many aspects of your branding. Even the colors you use can be linked to your archetype.
In b2b storytelling, we talk more about how you frame the story using the archetypes. Simply put, the way you tell your story should reflect the character of your organization. By using this character as the basic motivation for your storytelling, you can differentiate yourself from your competition.
Now that you have an idea of what archetypes are and what they can do for your organization, let me introduce the 12 archetypes to you.
The ruler determines what the norm is. At least, that's what they communicate. The target audience is attracted to organizations of this archetype. Consequently, they are willing to invest more in the services and/or products. Luxury brands make great use of this archetype. However, it is important to remain approachable when you are the ruler. That way you avoid coming across as arrogant and thus less accessible - although, of course, that attitude can also be a tactic. B2B storytelling from this archetype mainly emphasizes how good and valuable your organization is.
This archetype is also called the creative one. Focus here is on innovation and creativity. Therefore, you narrate with these two values in mind. Apple is an example of this. They use the creator in many aspects of their branding. In terms of storytelling, you see it reflected in their Apple event. This is where their newest products are presented. They emphasize the creativity and innovation of the products.
Knowledge is power. The sage tells stories from knowledge and experience. Honesty is paramount. Organizations that are thought leaders in their industry often exemplify this. Google uses this archetype in their brand and storytelling. They share knowledge and show what opportunities this knowledge gives to small businesses, for example, as just mentioned. You can also see this in the other YouTube series they present.
B2b storytelling from the innocent is pure. You can see positivity and honesty in the communication of this archetype. FrieslandCampina is a great example of the innocent. They focus their storytelling on the farmers and the positive and ideological aspects of the dairy industry.
Excitement, curiosity and adventure. Thus tells the explorer. They take the target audience on an adventure, but also invite their (potential) customers to explore. The North Face is an example of this. Their Instagram is an inspiring place where they engage customers in the stories they share.
Telling from the rebel's point of view is tough. They do things differently and that is what appeals to the target audience. They go their own way, against the current. Harley Davidson is a brand which is rebel on and off. The brand is seen as rebellious and the quest for freedom plays a major role in the branding. In this they are very accessible and approachable. This is also reflected in their storytelling. They call to claim freedom and emphasize the feeling it gives.
The hero inspires and is powerful. They are the role model. The target audience addressed from this archetype does not shy away from a challenge and works hard. Nike uses this archetype in their storytelling. They do not directly emphasize that they themselves are the hero, but rather that their customers are. Heroes in movies often have to solve a problem. Nike does this for various social problems. They evoke and contribute to the solution.
The organizations that embrace this archetype make dreams come true. They communicate their power in an elegant and accessible way. They take your question or problem off your hands and offer the solution. They have a lot of knowledge and are happy to share it. Again, you can see thought leadership in this. Disney, of course, is a very clear example of this.
Humor, lighthearted and in the moment. Jester told in an accessible way. Here the focus is on positivity and building connections. Coolblue is a true jester. You see this reflected throughout their organization. In terms of storytelling, this is evident in their blogs. For example, in their recurring blogs about customer contact. These are full of humor and put the customer at the center. In this way they share positivity and build a connection with their customers.
Also called the everyday person. Authenticity and recognizability are paramount here. Hema is an example of this. The stories they tell are pure and honest. They take the 'ordinary down-to-earth Dutchman' as their starting point. Real Hema.
When you tell stories from the archetype of the lover, you make the target audience feel special and emphasize the relationship you have. The relationship with the customer is central. In b2b storytelling, you emphasize that, but also the beauty of your service or product. A classic example is Chanel. They tell stories in an intimate and passionate way, as in Inside Chanel. In this, the customer is taken into the details of the brand using storytelling.
You see this archetype a lot in the healthcare industry. In your story, you are the one who takes the worry out of your target audience, but you also make them feel safe. Insurance companies often include this archetype in their storytelling. They then emphasize the safe feeling their services provide and that they care about the customer.
It is important, however, that your services, products and organization match the archetype. You can pick any archetype, but does it match your organization? Therefore, choose an archetype that has the same values as your organization. B2b storytelling using an archetype is a powerful tool for communicating with your target audience. By matching the right archetype to your organization, you can create deeper connections with your target audience.
