Building a B2B Brand Story That Converts: A Guide for Tech Firms

If B2B tech firms figured this out, generating demand (and pipeline) would be easy.

We get asked all the time: "How do we come up with our unique POV as a firm?"

Or, said differently: "What's our brand story?"

To left-brained, numbers-driven, analytical business leaders, this sort of thing is just fluff.

Call it positioning, storytelling, or your unique POV — it's all the same. Without a clear brand story that sets you apart, you're in for a long, hard road to achieving your brand or marketing-related goals.

While creating a B2B brand story is essential, it’s also not rocket science. It’s time to stop overthinking something that, at its core, is a very human element of your business.

A good brand story should do 3 things:

✅ Challenge the beliefs in your industry around how or why things are done

✅ Give a unique view on what the future looks like for your buyers

✅ Showcase how you believe your customers should transform

Sprinkle in some audacity, empathy, and norm-challenging perspectives, and you have the foundation for a successful demand generation program.

The firms that know how to create a brand story and have theirs nailed down do the best job of capturing the attention of the 95% of potential buyers who aren't ready to talk to sales yet.

A real life example

At Forrest, we say that sex sells clothing, fear sells politics, but being radically human is what sells complex technology and service offerings.

This belief forms our brand story: Humanity Sells.

While every other brand and marketing business sells tactics, marketing services, and leads, we focus on selling what actually elevates brands, amplifies messages, and brings in real revenue: Humanity.

After all, that's what connects us together in the end, and it's the same reason people buy.

Does your firm have a brand story that sets you apart?

If not, following the three steps we outlined above is a great place to start. Remember, while brand story may sound like a “nice-to-have,” it is the foundation for your marketing success and building trust and demand with your buyers.

Want to explore the next steps in crafting your B2B brand story? We’d love to brainstorm with you. At Forrest, crafting powerful brand stories and B2B tech positioning strategies that set enterprises apart is our bread and butter.

Check out our brand services or set up a call.