5 Technology Brands That Make an Impact Through Storytelling


Driving an emotional connection to a B2B technology brand requires more than facts and figures. Storytelling can be a powerful vehicle for drawing in your target audience and giving them compelling reasons to believe in your brand.

92% of buyers want stories, not sales pitches.

Data from numerous studies indicate that our brains are wired to search for cause-and-effect relationships, and that storytelling helps us relate more closely to a subject than data alone.

The Content Marketing Institute states that 92% of consumers prefer advertisements that feel like they’re being told a story to ads that purely present a product message.

According to a 2006 study published in the journal NeuroImage, stories activate multiple regions of the brain, generating both emotional response and longer-lasting memories.

Recent advertisements from industry leaders are leaning more and more toward storytelling concepts to deliver their message. And rightly so! Writing your brand story is as enjoyable and fulfilling for your team as the resulting story is for your customers. Here are five examples of impactful storytelling, with tips on how you can apply the concepts of their ads to your next campaign:


Cisco

What Their Story Accomplishes

Drives value into their products by demonstrating the connection of their brand to people in need.

Why Their Message Makes an Impact

They demonstrate, through a clear and gripping story, how Cisco’s products and partnerships improve the lives of real people.

How to Apply the Concept to Your Next Campaign

Find your advocates and allow them to share how your brand has improved their lives, or the lives of their customers.


GE

What Their Story Accomplishes

Demonstrates the importance of their technology to the people who use it, even if those people are unaware.

Why Their Message Makes an Impact

By separating the brand from the people, they are able to deliver a powerful message about why GE continues to innovate.

How to Apply the Concept to Your Next Campaign

Dig deep into your company to determine the “why” behind your products and services, and then showcase the ideal, rather than the products behind it.


“People don’t always remember what you say or even what you do, but they always remember how you made them feel.”– Maya Angelou

Samsung

What Their Story Accomplishes

Through their “Do What You Can’t” campaign, Samsung illustrates a world of success through both technology and perseverance.

Why Their Message Makes an Impact

By showing people accomplishing things they thought they couldn’t through the use of technology, they shed hope on the future for those who are struggling.

How to Apply the Concept to Your Next Campaign

Look to the future of your company, and see how your products positively impact customers. Strive for a sense of hope in your messaging, and connect that emotion to real, applicable use of your products.



Apple

What Their Story Accomplishes

Uses customer testimonials to show applicability across a wide demographic, including all ages, global regions and personal conditions, and how successful the product is for a variety of reasons.

Why Their Message Makes an Impact

Nearly anyone who watches the ad can relate to at least one person shown, which makes an immediate, tangible connection between the consumer and the product while demonstrating clear product value.

How to Apply the Concept to Your Next Campaign

Even in B2B technology, your products are used by a variety of people. Understand the breadth of your audience, and message your brand value and proof points clearly across all your demographics.


Veeam

What Their Story Accomplishes

Veeam’s video tells a story about how their solutions help businesses in a clear, concise manner while backing up their assertions with data.

Why Their Message Makes an Impact

Veeam’s messaging, along with a massive database of customer success stories on their website and metrics derived from customer studies, work to demonstrate Veeam’s solution value from a proven, customer point of view.

How to Apply the Concept to Your Next Campaign

Take yourself out of your messaging, and place yourself in your customers’ shoes. Then, write to their needs, wants, hopes and ambitions, describing not what you provide, but how your solutions make an impact on their lives. Back up your assertions with data whenever possible.


 

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