Brand stories for B2B: mistakes to avoid + 15 examples

Humans have been telling stories for at least 30,000 years. Some of the earliest evidence dates back to cave drawings in what is now known as France. Storytelling — both visually and verbally — is in our DNA, and the practice spans cultures and languages in every corner of the globe. Storytelling is how we connect with one another and share information in a way that sticks. This is true of well-crafted B2B brand stories, too.

Have you ever met someone who's such a good storyteller that you hang on every word? That’s the same effect your brand story should have on your audience. 

A powerful, authentic brand story humanizes your company, creates an emotional connection and demonstrates your value. Strong B2B brand stories act as differentiators in a crowded market. However, many B2B companies fall into common traps like over-focusing on features or neglecting their audience in the narrative.

This guide to B2B brand stories will walk you through:

• What is a brand story and why do you need one?

• Mistakes to avoid when crafting your story

• How to write a brand story and adapt it for different audiences

• Where to share your brand story

• 15 examples of standout B2B brand stories

What is a brand story?

Your company likely already has a corporate bio. So, does that mean you have a brand story?

Not necessarily. A corporate bio explains what your company is and what it does. It may also provide an overview of your history and major achievements. But a brand story goes beyond the basics to create a compelling narrative that resonates on a deeper level. 

A brand story captures the essence of your company and why it exists. It integrates the human elements of your journey, values and impact to spark a memorable emotional connection with your audience. Simply put: a corporate bio informs. A brand story inspires.

Why do B2B brand stories matter?

Building a brand story as part of your brand bible is worth your time for many reasons. 

It supports the “know, like and trust” factor. 

Consistently sharing a poignant and relatable brand story enables your audience to get to know your company. It gives them insight into how you got started, what matters to you, what problems you’re trying to solve and more. This is how you build brand affinity. 

Remember, in industries where many companies offer similar products, your brand story is often what sets you apart. While features and pricing are important, they rarely create an emotional connection, which is why you need a brand story.

It helps you build recognition in the market. 

Sharing your story regularly is necessary for building recognition as your audience grows and new prospects come into view. Even for long-time followers, revisiting and presenting your brand story in diverse formats keeps your message fresh and reinforces your presence. 

B2B relationships are typically long-term. By reintroducing your story, you allow your audience to deepen their connection with your brand over time. Plus, customers who feel aligned with your story are more likely to see you as a partner they can grow with, rather than just a vendor.

It fosters a trustworthy relationship with potential customers. 

It’s not enough for people to simply feel like they know your brand for them to want to buy from you. Nearly 60% of buyers prefer to do business with brands they trust. 

Decision-makers want to feel confident that they’re choosing a reliable partner who will deliver consistent results over time. This is why B2B brand stories must balance logic, trust and relationship-building with an engaging narrative. Offering transparency and authenticity allows businesses to understand your motivations and long-term vision. When buyers can see the bigger picture — beyond products and features — they’re more likely to work with you.

It enables you to shape the narrative about your company. 

When I was in journalism school in the aughts, whenever we’d reach out to a source to ask for an interview, we’d position it as an opportunity to share their perspective. We were going to write the story regardless. It was up to them whether they’d have a voice in it.

The same goes for crafting and sharing your authentic brand story. Better than allowing your market to come to their own conclusions about the value you provide — which they will — you want to shape the narrative about your company. Having a standout brand story helps you do this.

Mistakes to avoid when building a brand story

Common traps can weaken the narrative of your brand story. Here’s what to avoid:

1. Putting features above mission

Don’t turn your brand story into a product pitch. While it’s important to showcase what you offer, focusing solely on features misses the opportunity to connect more deeply with your audience. 

A brand story should go beyond the “what” and dive into the “why.” Decision-makers want to know who they’re partnering with, what drives your business and how your values align with theirs.

2. Ignoring the emotional side of the story

B2B purchasing decisions are often based on logic and data, but that doesn’t mean emotions are irrelevant. Companies that fail to incorporate an emotional element into their brand story risk coming across as cold or boring.

A brand story that resonates with buyers on a personal level can influence their perception of your organization, increasing the likelihood of closing deals.

3. Focusing only on your company rather than your buyers

Don’t forget to include your audience in the narrative. If your story is too focused on your company, it may fail to address how your journey, values or solutions benefit potential buyers. 

A strong brand story makes it clear that you “get” your audience. It involves them by illustrating how you can solve their problems, meet their needs or contribute to their success.

4. Failing to tailor the story for different audiences

Your B2B company likely targets multiple stakeholders with different needs, from C-suite executives to procurement managers. A one-size-fits-all brand story may not resonate equally with each audience. Failing to tailor your story for specific segments risks alienating key decision-makers.

How do you navigate this predicament? While your core brand narrative should remain consistent, the way you tell it might need to be adapted to speak directly to the concerns and priorities of different stakeholders. This customization can make your story more relevant and impactful.

How to write a brand story for B2B

When crafting a brand story or any other type of story, I find it helpful to keep the seven news values in mind. They are: timeliness, impact, proximity, prominence, relevance, oddity and conflict. 

And before we dive into the steps of building a brand story, I recommend reviewing each news value to get your creativity flowing:

• Why does your brand story matter right now? If you're up to date on the trends in your market and how your company fills a gap, addressing timeliness will be a cinch.

• What impact does your brand have on your clients? You should know this inside and out. 

• When it comes to proximity, this may only be relevant if you work with a local market.

• In terms of prominence, associating your brand with prominent clients or media outlets is an excellent way to gain recognition. This is also known as social proof.

• Relevance is critical, yet simple. If your brand aligns with your audience’s needs, it’ll be highly relevant to them. 

• Oddity, or novelty, is a way to show what is unique about your company. This is why authenticity is so important in branding. Be a first-rate version of your brand rather than a second-rate version of another.

• Finally, there’s conflict. Sharing challenges in your story builds interest and lets your audience know you understand them.

Step 1: Identify your purpose

Why does your company exist? What problem are you solving for your customers? Go beyond the products or services you offer and focus on the bigger picture — what impact are you making in your industry? This core mission should be the foundation of your story.

Tip: Make sure your mission reflects not only what you do but also why it matters. This is where you can showcase your company's values and the difference you aim to make.

Step 2: Define your audience and their needs

Who is your audience? What matters most to them? Consider the different decision-makers within your customers’ organizations and the various concerns they may have. Tailor your story to address these concerns while maintaining a cohesive message.

Tip: Refer to your ideal customer profiles and ensure your brand story speaks to the specific challenges, goals and priorities of each segment.

Step 3: Consider the hook

Journalism professors everywhere regularly ask their students, “Why should I care [about this story]?” You need to ask the same question about your brand story. Why should the reader care? What is the hook that makes the story interesting?

Tip: Identify a distinct angle or insight that directly connects with your audience's interests or pain points. Consider starting with a surprising fact, poignant anecdote or bold statement to draw readers in and make them want to learn how your solutions apply to them.

Step 4: Weave an intriguing narrative

Your brand story should be immersive, emotional, informative and memorable. It should also be easy to follow and have the ability to rally your audience. It’s a tall order. Here’s what to include in a rich narrative that will hold readers’ attention:

• Your origin story: Was your company born out of a passion to solve a particular problem? Include this origin story in your brand narrative to begin forging a bond with your audience.

• Your human side: Highlight your team, company culture and customer relationships. Showcasing the people behind your brand makes it more relatable and approachable.

• Your impact on customers: Illustrate how your company makes an impact. Highlight the outcomes you deliver to build credibility and make your story more compelling.

• Your vision for the future. How do you plan to continue delivering value to your customers? This forward-looking perspective shows that you’re not just focused on short-term success but are committed to long-term growth and innovation.

Step 5: Keep it simple and clear

While it can be tempting to overcomplicate your brand story, simplicity is key. Your story should be easy to understand, memorable and authentic. Avoid jargon or buzzwords that might alienate your audience. Instead, focus on telling your story in a straightforward and honest way.

Tip: When it comes to writing style, using active language (both sentence structure and wording), varied sentence lengths and short paragraphs are all useful tactics that increase readability and flow.

Step 6: Call readers to action

Now that you’ve got your audience’s attention with your brand story, what action do you want them to take next? Including a call to action at the end of your brand story is a smart move — but it’ll look different depending on where you’re sharing the story, which we’ll talk about next. 

Tip: If you’re sharing your story on your website, a logical next step is to guide people to explore your products. In contrast, if you’re sharing it on social media, you might want to pose a question for them to respond to in the comments or ask them to send you a direct message.

Adapting and sharing your brand story

B2B branding often needs to appeal to multiple stakeholders. This means B2B brand stories must be adaptable and scalable.

Customizing your brand story without losing its core essence can be tricky, but is doable if you follow the right process. 

Start by identifying the distinct priorities of each audience. The key is to maintain consistency in your central narrative while adjusting the tone and emphasis to address each group's specific concerns and motivations. Inconsistent storytelling can confuse your audience and weaken your brand’s credibility, so be careful here. 

Branding across marketing channels

You can – and should – share your brand story in many formats. Here are just a few examples: 

• Tell it on the “About” page of your company’s website 

• Create a short version for your social media profiles 

• Publish social media posts that introduce your company to new followers 

• Communicate it through video to drive home the emotional impact 

• Share it on podcast interviews or in speaking engagements (this is likely a task for your CEO or executive leaders)

• Incorporate it into pitch decks, proposals and product demos

• Include it in press releases (also known as a boilerplate)

Embedding your brand story into your marketing across channels ensures consistency and amplifies your message. While the core story should remain the same, you can adjust your brand messaging to suit each platform’s format and audience.

Remember, if different teams or departments tell different versions of your story, it dilutes your message and can confuse potential buyers. Ensuring a unified and coherent narrative and brand voice across all platforms is critical for building trust.

15 brand story examples from B2B companies

These 15 B2B companies have successfully crafted brand stories that resonate with their audiences — building trust, loyalty and differentiation in competitive markets. Let’s explore these brand story examples.

Source: Zendesk

1. Zendesk

Zendesk’s story centres on making customer service simpler and more human. The technology company shares its founding journey and how the desire to create better customer relationships remains central to its business today.

2. Shopify

Shopify’s brand story is about helping entrepreneurs build and grow online stores and in turn, achieve independence. The e-commerce brand focuses on democratizing commerce and making an impact from both an equity and environmental standpoint.

3. Cisco

Cisco's brand narrative emphasizes connectivity and innovation. As a leader in networking technology, the company highlights how its products enable organizations to connect people, devices and applications as “the bridge to possible.”

Source: Hootsuite

4. Hootsuite

Hootsuite tells the story of empowering businesses to harness the power of social media to build relationships. Its brand narrative includes the company’s guiding principles and how these principles support inclusion.

5. Xero

Xero’s succinct story revolves around simplifying financial management for customers through cloud accounting software. The company’s approachable, customer-centric narrative emphasizes making business finances less intimidating.

6. Symend

Symend’s brand story is about transforming customer experiences and the way businesses handle overdue accounts. The company leverages technology and behavioral science to foster positive interactions between businesses and customers, even in challenging situations.

Source: Asana

7. Asana

Asana’s customer-centric narrative centres on making work management more effective and transparent. The company shares its commitment to reducing “work about work” and enabling teams to focus on what matters most — getting things done.

8. Siemens

Siemens’ story showcases the company’s role in driving digital innovation and automation in industries like manufacturing and healthcare. The narrative explores the brand’s commitment to solving global challenges through sustainable technology.

9. PayPal

PayPal’s B2B brand story focuses on simplifying global payments for businesses. The company positions itself as a trusted partner that helps businesses of all sizes securely process transactions for seamless financial operations worldwide.

Source: Adobe

10. Adobe

Adobe tells the story of fuelling creativity and transforming industries with its suite of tools. The narrative solidifies Adobe’s position as a champion of creative work, supporting both individuals and businesses to express themselves and innovate visually.

11. Dropbox

Dropbox’s brand narrative revolves around creating a more enlightened way of working. The story highlights the company’s journey from cloud storage to a comprehensive platform that helps teams collaborate and manage content more effectively.

12. Zoom

Zoom’s story centers on human connection through simplifying communication and enabling remote collaboration. It shows how the company continuously innovates to meet evolving customer needs so teams can always get work done, no matter where.

Source: Salesforce

13. Salesforce

Salesforce’s brand story refers to the tech giant as “the customer company”.  A commitment to customer success and creating value through industry leading technology underscores everything Salesforce does.

14. Atlassian

Atlassian’s story is about empowering teams to build software and solve problems together. The narrative emphasizes the role of collaboration tools in enabling teams to stay aligned, deliver projects efficiently and drive innovation in fast-paced industries.

15. Workday

Workday’s short and sweet narrative focuses on revolutionizing enterprise software to support workforce and financial management. It explores the power of cloud-based solutions to create efficiency, agility and insight in an evolving business climate.

Build trust and drive sales with branding

A brand story takes your company from faceless to familiar in customers’ eyes. It establishes you as a partner that buyers can believe in, trust and work with for the long haul.

Whether you’re refining your current narrative or starting fresh, taking the time to perfect your brand story can change the game for your entire marketing strategy. Need help? Our team specializes in crafting powerful brand stories that set the foundation for long-term success. Schedule a call to find out how we can support you.