How do brands stand out in today's world? Especially in the B2B realm, where creating compelling content is not always an essential part of marketing strategy, to phrase it gently.
The answer lies in brand storytelling — not just any kind, but narratives that reflect a company's values, challenges, and vision. Unlike the stiff and detached old-school marketing techniques, brand storytelling gets straight to the viewer's heart, tapping into the emotions of your audience and building a strong connection.
Brand storytelling is not just some marketing fad or a flashy buzzword. It can truly be a game-changer for companies looking to share their identity, values, and vision in a way that’s both compelling and relatable.
While we'll get to some practical tips in a moment, it's time to set the stage with some practical case studies.
Here are 10 great examples of storytelling (in no particular order) that captured our hearts and minds over the years of following B2B advertisements.
Why we think it’s great: It connects Cisco’s technology to profound societal changes, making abstract solutions tangible and inspiring, and showing the real-world impact of their products to make the story resonate emotionally.
Why we think it’s great: IBM’s heartfelt open letter to technology explores its potential to solve global challenges while calling for responsibility and purpose in innovation. By addressing both the promise and responsibility of innovation, the brand appears as thoughtful and trustworthy.
Why we think it’s great: This ad showing an origin story of creating a Slack ad shows how the tool helps teams overcome communication chaos in an organization (the makers of the video). It’s simple, human, and memorable - all great ways to make even complex tools feel accessible and indispensable.
Why we think it’s great: This campaign shows AI in action, not as a futuristic concept, but as a practical tool that makes daily business operations smoother and smarter. By showing real-life use cases of the product, it makes its many features and benefits more tangible and compelling.
PS: and it has Idris Elba in it.
Why we think it’s great: Using clear language, the "rubber ducking" technique familiar to the target audience, as well as some top-notch visuals, GitHub explains the concept of the platform, making it accessible to developers and non-developers alike. TBH we love the whole idea and think this is the best explainer video ever created.
Why we think it’s great: This classic example from 2000 shows a literal interpretation of "cat herding", used as a metaphor for managing complex tech challenges. It's a clever way of using humor to transform a niche concept into a universal, memorable message.
Why we think it’s great: This playful, multichannel campaign embraces some of the mispronunciations and misspelled names of "Mailchimp," turning what could have been a challenge into an opportunity for witty, creative storytelling. A great example of how humor and self-awareness can humanize a brand, making it more relatable.
Why we think it's great: Using brand ambassador Kathryn Hahn’s charisma, as well as some absurd but familiar settings - such as the Wild West or a pirate ship, this series captures HubSpot’s main benefits for business owners in a fun and engaging way.
Why we think it's great: Apart from being a Black Rabbit project, of course, this interactive campaign gamifies cybersecurity awareness, making a traditionally dry topic engaging and accessible. By immersing the viewers in the narrative, we made sure they weren't just learning, but felt the urgency of every choice they made.
More information about the campaign can be found in our case study.
Why we think it's great: In another Black Rabbit project, we turned a hefty white paper into a nine-episode web series that offered a thought-provoking glimpse into a future shaped by cybersecurity. Blending a compelling narrative with education about the importance of protecting tomorrow’s technologies captivated audiences while positioning Trend Micro as forward-thinking.
Check out the entire series at TREND MICRO website
So what are some shared qualities of the brand storytelling examples you just watched? And what separates a good story from the rest? Here are some key elements that in our view make storytelling campaigns unforgettable:
Great storytelling isn’t some sort of magic - in fact, we believe it’s a skill you can develop. Here's how:
Your content should revolve around your customers' experiences, challenges, and aspirations.
By addressing their specific pain points and showcasing how your solutions can alleviate them, you demonstrate a deep understanding of their needs. This empathetic approach fosters trust and positions your brand as a reliable partner.
Move beyond corporate jargon and present stories that reflect real-life scenarios your audience can relate to. Sharing authentic experiences, whether from your team or customers, makes your brand more approachable and memorable. This human touch differentiates you in a crowded market - especially in B2B.
Develop a cohesive brand story that encompasses your company's mission, values, and journey. This narrative should be consistently reflected across all marketing channels, creating a unified and compelling image that resonates with your audience and reinforces your brand identity.
Utilize visual elements like videos to break down intricate ideas into digestible content. Visual storytelling not only captures attention but also enhances comprehension, making it easier for your audience to grasp and retain information about your offerings
Don't be afraid to think outside the box! Creativity helps your brand stand out, especially in the often-conservative B2B space. Bold, innovative storytelling keeps your audience engaged and demonstrates that you’re not just another cookie-cutter company. Dare to experiment with unconventional ideas that align with your brand’s values and audience.
At the core of every great brand lies a great story. It’s not about creating some additional marketing fluff, but fostering strong connections that are genuine, memorable, and inspiring.
When done right, storytelling marketing humanizes your business, simplifies complex ideas, and aligns your values with your audience’s. So, as you work on your next campaign or plan your content marketing strategy, don’t focus on just selling your product. Focus on telling stories that matter.
Because while products can be forgotten, it's the stories that linger. And in the end, that’s what wins hearts, loyalty and budgets.
So what’s your brand story? If you’re ready to create narratives that will capture your audience's attention and take them on an adventure filled journey, let’s chat.
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