A website that communicates a strong brand story:
Captures visitors’ attention
Creates an emotional connection between your audience and your brand
A website that communicates a strong brand story:
Captures visitors’ attention
Creates an emotional connection between your audience and your brand
Differentiates your brand
A website that communicates a strong brand story:
Captures visitors’ attention
Creates an emotional connection between your audience and your brand
Differentiates your brand
Makes your brand more memorable.
Use our website brand story checklist:
Define your brand
Tell a story
Get personal
Aim for consistency
Leverage your logo
Before you can get to work communicating your brand story
to your audience, you need to make sure you know exactly what
your brand is.
Start by asking yourself three questions:
What’s your offering?
What’s your USP?
What’s your brand’s personality?
What’s your offering?
The kind of brand you create will depend on the services and products you offer.
For example...
A payroll software brand should naturally portray a sense of trust and security.
A teambuilding events company could build a brand based on ideas of fun and connection.
What’s your USP?
Your USP (unique selling proposition) sets you apart. Focus on creating a brand concept that communicates this.
What do you do differently?
What makes your offering unique?
What can you give customers that none of your competitors can?
What’s your brand’s personality?
Is your brand fun and spontaneous, or trustworthy and analytical?
Are you a rebellious game-changer, or more of a
traditional, no-surprises sort of brand?
The personality you pick for your brand will infuse your entire marketing strategy, including the tone and style
of your website copy and design.
Beware of using internal company lexicon or highly technical industry jargon when
coming up with a brand concept.
Rather, put yourself in the end user’s shoes and define your brand in a way that’s
accessible and easy to understand.
For a full crash-course on defining your brand, check out this blog.
is an inherently human trait and a powerful marketing and communication tool.
Your future customers can’t resist a good yarn.
So give them one.
What your brand story isn’t:
Boardroom Flavour was formed in 2014 by Joe Soap and Jane Doe.
They pride themselves on providing food that is innovative, tasty,
and healthy. Today, Boardroom Flavour caters some of the biggest
corporate events in London. Last year, they were awarded the
prestigious London Taste award.
What your brand story is:
Amateur chefs Jane and Joe were tired of being fed congealed mini pizzas and cold
sausage rolls at the corporate events and business meetings they attended. After
one-too-many bowls of stale crisps, they joined forces to create Boardroom Flavour, a
catering company that believes inspired food fuels inspired business. Now, Jane’s love
of innovative presentation and Joe’s genius for flavour profiles is transforming London’s
corporate events into a foodie’s gourmet dream. In 2016, London Taste named them
catering company of the year. But they’re not in it for the accolades; they’re in it for the
love of flavour. After all, who says business needs to be bland?
A good brand story:
Communicates your values
Appeals to emotion
Tells the stories of the people behind the brand
Explains why – not just how – you started your company
Reveals your inspiration and passion
Is infused with your brand’s personality
Underpins every webpage and piece of marketing you create.
Make the most of your ‘About us’ page.
This is your chance to tell your story, so make sure you do it well!
Consider using videos, interactive timelines,
‘meet the team’ features, or moving infographics to
really engage your visitors.
It means constantly communicating and reinforcing your values and
your raison d’être at every opportunity.
Every single time you respond to a web comment, write a blog post, design an ad, or hold an event, you’re telling your brand story.
Make sure that your
underpin everything you do.
Remember, even in B2B, you’re still selling to human beings.
To communicate effectively, you need to know your customers inside out.
What excites them?
What scares them?
What’s most valuable to them?
Tell your brand story in a way that your customers can relate to.
If you customers are largely conservative, don’t go the quirky, crazy route.
If they’re young professionals, on the other hand, an innovative, cutting-edge brand will appeal.
Make sure your entire website is on brand.
Stick to the same tone of voice, look and feel, colour palette, and style throughout.
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Similarly, aim for brand consistency across all your channels.
That way, your customers can easily recognise your content.
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Don’t settle for a less-than-perfect logo.
Find one that embodies your brand story and resonates with your audience.
twisted melon
Make it easy for customers to identify your website by making your logo highly visible on every webpage.
01435 998 765
01435 998 765
twisted melon
No one said it was going to be easy.
A truly brilliant B2B website has to tick a lot of boxes. Not only does it need to tell your brand story, it also needs
to generate leads, serve content, educate and delight your customers, and more.
Building a website that does it all can be a challenge, especially if you’re trying to do it all in-house.
Don’t be Shy is a B2B marketing agency based out of London and Manchester, but we like to travel. We have the tools and
experience to take your raw brand story and translate it into something your website visitors won’t be able to resist.
Get in touch with us here.
Get some help.
Transform your website from
content chaos to
content perfection
If you found this deck useful, check out therest of our ‘better B2B website’ series here.
TRANSFORMING
YOUR B2B WEBSITE INTO A LEADGENERATION
POWER HOUSE
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