It’s no longer acceptable for brands to communicate their values and intentions but never deliver. Modern buyers have wised up to what’s ‘fake’ and what’s not – and are beginning to hold brands accountable.

To re-establish trust with customers, companies need to ensure they always remain authentic. While brand authenticity is not a new concept, the changing tides of public opinion mean it’s more important than ever. There is no space for half-heartedness in today’s world; it’s crucial that brands start as they mean to go on – by communicating their genuine intentions and actions – and stay true to what they say.

Brand authenticity isn’t a new concept, but it is more in demand than ever before. This year has seen a gradual decline in the era of ‘fake’ and consumers worldwide are hungry for the real deal when it comes to the companies they interact with. Fake news has been exposed, influencers have been called out for having false follower figures or for selling products they don’t truly believe in, and brands whose values conflict with their actions (or a lack thereof) have been condemned by ever-critical consumers. People today are no longer focused solely on the end product, they expect today’s brands to have real opinions, values and commitments. 

Despite all the challenges brands are thrown nowadays, authenticity is possible. Regardless of whether its B2C or B2B, the fundamentals remain the same. Talking to customers in a way they’ll relate to, with honesty, transparency and humanity will pay dividends.

That’s why we’ve created a brand new guide to brand authenticity, perfect for B2B marketers seeking to approach their communications in a more transparent, authentic way:

• The importance of honesty
• Skepticism in today’s society
• Purpose – the new brand currency
• Consistency is key
• Delivering on promises

When it comes to engaging with the modern B2B consumer, brands have their work cut out for them. People are becoming less receptive to traditional marketing tactics and their attention spans are getting shorter. 

To cut through the noise in the B2B sector, companies need to engage with their audiences on an emotional level.  This can be accomplished through storytelling. Stories are the oldest form of entertainment. They have been passed down from generation to generation, acting as a constant throughout the history of the human race. Brands that incorporate storytelling into their marketing strategy can deliver an immersive customer experience.  

Narrative storytelling can help a B2B company connect with their audience on an emotional level. But no matter what kind of story is chosen, odds are it will fall into a specific category. Seven major plot types exist and each feature their own set of distinctive themes and characters: 

• Overcoming the monster
• Rages to riches
• The quest
• Voyage and return
• Comedy
• Tragedy
• Rebirth  

Storytelling is an effective B2B marketing tool because it can make a brand more relatable and influence buyer decision-making. We’ve created a storytelling guide to help you connect with B2B buyers that are interested in personalised experiences and reading educational content.

What’s covered in the guide?

• The importance of narrative storytelling
• Non-linear B2B marketing and the multiple touchpoint journey
• Brand purpose and the concept of why
• The 7 plot types
• Using the 10 Cs of storytelling