Countless tech brands risk disappearing into the ‘Sea of Same’ because they haven’t invested in developing a distinct brand narrative which sets them apart from their competitors. While investing heavily in R&D, tech businesses without a compelling narrative risk becoming indistinguishable in the race for market share and when tender lists are drawn up, they are forgotten, if, indeed, they were ever recalled at all.
Many businesses fall into the trap of using generic platitudes and common hygiene factors, mistakenly believing in some way they are unique or distinct. A closer look reveals the exact same generic phrases, spattered across many tech business’ websites, such as: “empowering innovation through cutting-edge technology,” “driving the future with groundbreaking solutions,” or even the simple, yet omnipresent, “on time, on spec, and on budget.” Truisms and hygiene factors do not differentiate and, without a distinct positioning, the chance of a compelling, memorable narrative is slim.
A brand narrative is the business story which compels the ‘right-fit’ customer and repels the wrong ones.
The importance of personal and professional narratives cannot be overstated. They serve as the frameworks through which we position ourselves and our businesses in the world, while infusing our experience with more profound meaning and coherence. The B2C (business to consumer) sector does this with significant effect – using narratives to develop deeper, more emotional connections with consumers. When people feel connected with a brand’s story, loyalty and trust naturally follow – this principle is equally important in B2B. It is well-documented that emotional connections trump logic in the decision-making process. After all, ‘people buy from people’, businesses are built on relationships, where trust is earned, not commanded.
Without a compelling brand narrative, tech companies miss out on tapping into the rich, ancient storytelling
tradition. Brand narratives draw upon our fears and aspirations while speaking to our imaginations and sense of justice. They tap into myth and legend – where there is always a hero and a villain, following the classic narrative arc of a beginning, a middle, and an end. This is not a myth. A Forrester survey revealed that 84 per cent of B2B buyers make decisions based on emotion, while six in 10 said they rely on their gut feeling when contemplating a decision. These findings underscore the power of stories in influencing business decisions – the narrative can turn the possible into an achievable reality. These narratives should shepherd your prospects through the buying cycle stages, supporting your company’s commercial goals at every stage.
Compelling storytelling provides a shared experience and a learning journey, enabling customers to see your business as the only one they need to do business with.
Crafting your narrative
Your narrative will be rooted in why you exist. This may sound a little existentialist but think about it for a moment – no one sets up a business for any other reason than they believe there is a gap in the market that they can address and make money from it. Your story is often rooted in addressing this question – what benefit did we intend to address when we were formed and in what did we intend to excel?
Consider the unique problems your tech solves, the specific audience you are speaking to, and list why they should invest their valuable time and money in you. Then, galvanise your narrative with a distinct personality and tone of voice that resonates with your audience. Your personality, as in real life, is how people recognise you and affiliate with you.
When these elements are baked into your vision, mission, and values, you create a beacon that guides and enables your leadership team to champion a consistent and compelling narrative. This is not just about storytelling for the sake of it – because your narrative is rooted in your commercial intent and aligns perfectly with your strategic ambitions, it truly speaks to your target market.
When everyone creates their own heroes and villains
Without a narrative, a company’s focal points can become unclear. The absence of a credible, compelling narrative leads to your people, whether they be in your sales, marketing or customer success teams, making up their own stories – all with their own unique perspective. This lack of consistency in communication can confuse, prolong sales and decisions, alienate prospects, and result in departmental silos and wasted resources. When silos form, you have dilution – you waste time, effort, and budget.
A compelling narrative supercharges growth
Ambitious growth objectives require a compelling, distinct narrative that promotes understanding and adherence, drives efficiency and impact, and, ultimately, heightens memorability. Clear, cohesive communication accelerates sales and recruitment – it is that simple!
Let us examine two companies – one offers a mediocre product enriched by a captivating narrative; the other boasts an exceptional product that lacks a compelling story. The former will outperform the latter every time. Take, for example, Slack, the business behind the well-known workplace messaging platform. The firm revolutionised workplace communication when it launched in 2013. It excelled because it articulated the benefits of its product well and cultivated a strong sense of community around its brand.
You can’t have purpose without a narrative.
A brand narrative is vital, reflecting your brand’s purpose, promise, and personality. It guides prospects through the various stages of brand engagement – from awareness to preference. Without this narrative, a brand risks becoming forgettable and indistinguishable and will face challenges getting onto tender lists. When each department creates its own separate narratives, efficiency suffers, and confusion arises. It is crucial for sales, marketing, customer service, and installation teams to collaborate harmoniously. PR and marketing play a critical role in helping to shape the company’s image, credibility, and overall success.
Leading from the front
Many influential tech CEOs are engineers themselves and often prioritise processes while seeking to collaborate with companies boasting established methodologies. This preference underscores the importance of a proven approach that encompasses strategy, activation, and, most of all, delivery.
Take, for example, our work with 2i, an Edinburgh-based business consultancy that provides assurance and testing services to large organisations navigating digital transformation. We collaborated with CEO, Dave Kelly to tackle their brand identity and differentiation challenges within the market. Before partnering with EC-PR, 2i lacked a clear, Unique Selling Proposition (USP) and found it challenging to stand out amongst its competitors. We developed a robust communication strategy including their industry priorities, a clear value proposition, target customer personas, positioning statement, key messages, and strategies for delivering them. Just three months post-implementation, 2i began to reap significant benefits, including new business opportunities, enhanced tender proposals, increased confidence in their brand representation, and established consistent communication across all channels.
Don’t file your communication strategy – activate it!
A fitness programme is useless unless you actually follow it, learn from it and develop it. The same goes for your communication strategy – creating it is just the beginning. Don’t leave it tucked away in a virtual filing cabinet. It needs to be a live document, regularly thumbed through, that curls at the edges.
All too often, tech companies overlook aligning communication strategy outcomes with the overall commercial goals of their business. This oversight is particularly evident with the absence of a board-level champion – a C-Suite figure who actively guides the communication strategy. Without such leadership, sustaining an active and coherent internal strategy is challenging. Employees may not grasp how the narrative relates to their roles, leading to the formation of silos. A board-level champion ensures clear benchmarking, sufficient resources, and accurate measurement.
Crafting a compelling brand narrative is an ongoing process that requires a deep understanding of your company’s essence and the continually evolving market(s) in which you operate. When you start this process, remember that a well-executed narrative can differentiate your offer, shape perceptions and foster loyalty, driving brand recall and desire when your tech B2B business needs it most.
By Founder and Managing Director of EC-PR, Lorraine Emmett
1 Comment
Pingback: Expert Digital Marketing Company Services