People love a good story. When we know why an organization does 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'll explain how to use archetypes to use b2b storytelling.
We don't see b2B storytelling very often. This is because the services and products of B2B organizations often do not have to arouse emotion, but should mainly be practical — and an asset to the organization.
However, we must remember that the organization does not make the decision. No, a person (or group of people) within the organization makes the decision to adopt your product or service. And the half This will be 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 emotion your (potential) customers. After all, you shine light on a part of your organization from a specific perspective. When you're setting up a marketing strategy, think not only as a marketer but also as a storyteller. What do you want to say? How can you evoke an emotion in your target group?
Google has a great example of b2b storytelling. Most b2b marketers have, or will be, dealing with Google Ads. As part of a marketing campaign, Google created several YouTube series. This highlights 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 other services are humanized. If you are interested, click here to go to one of the YouTube playlists.
Identifying an archetype for your organization helps you tell stories consistently. This is how you create unity with the stories you tell. By archetypes, I mean the 12 archetypes by Carl Jung. This is one way of understanding the psychology behind the cultures we create. They also represent people's basic motivations and show why people do what they do, from a psychological perspective. You could see them as characters. You can incorporate these characters into many aspects of your branding. You can even link the colors you use to your archetype.
In b2b storytelling, we're talking more about how to tell the story. framed using the archetypes. Simply put, the way you tell your story should reflect the character of your organization. Using this character as a basic motivation for your storytelling can help you stand out 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 decides what the norm is. At least that's what they communicate. The target group is attracted to organizations of this archetype. They are therefore willing to invest more in the services and/or products. Luxury brands make extensive use of this archetype. However, it is important to stay accessible when you are the ruler. This prevents you from appearing arrogant and thus becoming less accessible — although, of course, that attitude can also be a tactic. In B2B storytelling based on this archetype, the main emphasis is on how good and valuable your organization is.
This archetype is also known as the creative one. The focus here is on innovation and creativity. You therefore tell with these two values in mind. Apple is one such example. They use the creator in many aspects of their branding. In terms of storytelling, you can see it reflected in their Apple event. This is where their latest products are presented. They emphasize the creativity and innovation of the products.
Knowledge is power. The sage tells stories based on knowledge and experience. Honesty comes first. Organizations that thought leader being in their industry are often an example of this. Google uses this archetype in their brand and storytelling. They share knowledge and show what this knowledge offers opportunities to, for example, small companies, as just mentioned. This is also reflected in the others Youtube series that they present.
B2b storytelling from the innocent is pure. You see positivity and honesty in the communication of this archetype. FrieslandCampina is a good example of the innocent. In their storytelling, they focus on farmers and on the positive and ideological aspects of the dairy industry.
Excitement, curiosity and adventure. This is what the explorer says. They take the target group on an adventure, but they 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 is cool. They do things differently than usual and that is what appeals to the target group. They go their separate ways, against the current. Harley Davidson is a brand that is utterly rebellious. The brand is seen as rebellious and the quest for freedom plays a major role in branding. Here, however, they are very accessible and approachable. This is also reflected in their storytelling. They call for freedom to be claimed and emphasize the feeling it gives.
The hero inspires and is powerful. They are the example. The target group that is addressed from this archetype does not shy away from a challenge and works hard. Nike uses this archetype in their storytelling. They do not immediately emphasize that they are the hero themselves, but rather that their customers are. Heroes in movies often have to solve a problem. Nike does this for various social problems. They call and contribute to the solution.
The organizations that embrace this archetype make dreams come true. They communicate their strength in an elegant and accessible way. They take care of your question or problem and offer the solution. They have a lot of knowledge and are happy to share it. This also includes thought leadership. Of course, Disney is a very clear example of this.
Humour, light-hearted and in the moment. The jester tells in an accessible way. Here, the focus is on positivity and building connections. Coolblue is a real jester. This is reflected in their entire organization. In terms of storytelling, this is clearly evident in their blogs. For example, in their recurring blogs about customer contact. They are full of humor and the customer is put first. This is how they share positivity and build a connection with their customers.
Also known as the everyday person. Authenticity and familiarity come first here. Hema is an example of this. The stories they tell are pure and honest. They take the “ordinary sober Dutchman” as their starting point. Real Hema.
When you tell stories from the archetype of the lover, you make the target group feel special and emphasize the relationship you have. The relationship with the customer is key. In b2b storytelling, you focus on that, but also on the beauty of your service or product. A classic example is Chanel. They tell stories in an intimate and passionate way, like Inside Chanel. Here, the customer is included in the details of the brand using storytelling.
You see this archetype a lot in the healthcare sector. In your story, you are the one who relieves the concerns of your target group, but you also make them feel safe. Insurance companies often include this archetype in their storytelling. They then emphasize the sense of security that their services offer and that they care about the customer.
However, it is important that your services, products and organization match the archetype. You can choose any archetype, but does it suit 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 connecting the right archetype to your organization, you can create deeper connections with your target group.
