Beyond Logos: How to Engage B2B Audiences Through Narrative

Engaging audiences Through Narrative:


Key concepts for Brand Identity

In the bustling world of B2B marketing and PR, capturing the attention and engagement of your audience is more critical than ever. However, achieving this goes beyond merely plastering your logo across various platforms or cramming every keyword in your copy, hoping to gain traction. This blog will dive deeper into crafting a compelling brand identity, exploring key elements such as storytelling, colour theory and branding.


Storytelling: Decoding Jargon

Narrative isn't just for bedtime stories. It's a powerful tool companies use for branding themselves. By weaving compelling narratives, companies can humanise their brands, making complex financial/technological concepts easier to understand. By breaking down technical jargon and at times hard-to-understand data, marketers can uncover a relatable angle that sparks the interest of potential clients and journalists. Perhaps the technical specifications of your solution, once simplified and reiterated into benefits can show clients it is exactly what they need to give them a competitive edge. From case studies to press releases, it is important to learn how to captivate your audience and present your product as the ultimate solution to solve their problems.


Utilising Colour Theory: Company Colours are Crucial

Ever wonder why some brands use certain colours in their logos? It's not just about aesthetics - it's all about consumer psychology. The brain tends to register colour before absorbing any other information ( Moreover, studies have shown that 60% of individuals determine their agreement to a brand’s message solely based on colour ( Different colours can evoke specific emotions and associations, shaping the perception of your brand. For example, warm colours like red and yellow tend to evoke feelings of energy and danger, while cool colours like blue and green evoke feelings of calmness, trust and stability.  

According to a study by LogoLounge, 2023 saw a rise of green and blue as the predominant colours being used by companies for their logos. Shades of blue tend to be used often by FinTech companies. It is important to consider looking at colours that are less frequently used within your industry to be able to stand out amongst competitors. By understanding the emotional associations with colours, you can choose what best aligns with the desired emotional response from your target audience.

Below are some less frequently used colours to consider and the emotions they provoke:

  1. Black: While not as prevalent as blue or red, black is often used to convey sophistication and elegance in branding. It is commonly seen in the branding of luxury products and high-end services.
  2. Green: Green is associated with nature, health and sustainability, and it is frequently used in branding for environmentally-friendly and wellness-oriented products.
  3. Orange: Orange is known for its association with enthusiasm and creativity. While less prevalent than other colours, it is still used by brands seeking to stand out and evoke a sense of excitement. 

Branding: Finding your company’s personality

The way an audience perceives your company can make or break your marketing and branding. Brand identity can be presented using a variety of “brand personas”. A brand persona is essentially the personality or character that a brand adopts to connect with its target audience. It is used as a way to humanise a brand and provides distinct values, pain points, behaviours and traits that consumers can easily relate to. Brand personas can range from Sincerity, Competence and Sophistication to Ruggedness and Excitement.

One way to solidify your brand’s persona is to utilise tone and voice, which are integral to successful B2B marketing efforts. By establishing a unique tone and voice, brands can differentiate themselves in competitive markets, build trust and credibility with their audience, and enhance their brand recognition. Consistency in tone and voice across all marketing channels ensures clear and cohesive messaging, while also making communications more engaging and memorable.


Narrative: the trifecta of Storytelling, Colour theory and Brand Persona

In the realm of B2B marketing, narrative can be made up of 3 key aspects: storytelling, brand persona and colour theory. Together they form a powerful trifecta, shaping the way companies engage with their clients and how clients perceive companies. Now, how do we bring together the three points mentioned above?

At the core lies storytelling, where creative narratives are developed to transform the mundane and highlight the brand's journey, values and solutions. Through compelling stories, whether it's client work or the evolution of the brand itself, companies humanise their offerings, developing brand recognition and rendering complex concepts digestible and relatable.

Complementing the narrative is colour theory, a silent yet crucial communicator. Colours evoke emotions and perceptions, allowing companies to wield them strategically to enhance brand engagement. From the calming aura of blue to the vibrancy of orange, each hue is carefully chosen to align with the brand persona and evoke the desired response, reinforcing brand recognition and identity across various touch points.

Central to this narrative is the brand persona, the embodiment of the brand's character and values. This persona serves as the guiding force behind every interaction, infusing communications with traits that resonate deeply with clients. Whether it's projecting reliability, innovation, or expertise, the brand persona shapes the tone, style, and overall experience a customer has when interacting with a brand.

LinkedIn stands out as a prime example of narrative-driven B2B engagement, covering all aspects from storytelling and brand persona to the visual aspects of colour theory. LinkedIn has carefully and successfully crafted a dynamic identity of stability and credibility to captivate clients.

By positioning itself as a friendly, knowledgeable source, LinkedIn cultivates a brand identity grounded in reliability and trustworthiness. Through storytelling, it not only engages clients on a deeper level but also relates to clients, sharing similar pain points and experiences. After all, they are a business trying to engage clients, just like every professional on LinkedIn.

In terms of visual identity, every business professional can recognise LinkedIn’s simple, yet iconic logo. As previously mentioned, the colour blue evokes a sense of calmness, trust, and stability – ideal emotions for a company that can help you network, showcase your product and grow your business.

In essence, LinkedIn's mastery of narrative and storytelling sets a high standard for B2B branding, demonstrating the power of narrative to develop meaningful client engagement, long-term brand loyalty and brand recognition.


Challenges and Solutions

Crafting a compelling brand narrative in the finance and technology sector that engages your audience is no easy task. Three main aspects to consider are:

  1. Complexity of B2B Offerings: B2B products and services often involve sophisticated features, intricate functionality, and complex technical specifications. Communicating these complexities in a clear and compelling manner can be a significant challenge. Crafting a narrative that effectively conveys the value proposition while simplifying complex concepts requires a deep understanding of the product or service and its benefits to the target audience. Moreover, B2B buyers have specific industry knowledge and expertise, requiring messaging that speaks to their level of understanding without oversimplifying or patronising. Balancing the need for depth and detail with clarity and accessibility is essential to ensure that the narrative resonates with B2B clients and drives engagement.
  2. Aligning with Audience Needs: B2B audiences encompass a diverse range of people and companies, each with unique needs, preferences, and pain points. From C-suite executives to technical specialists and procurement professionals, understanding and addressing the varying priorities of different audience segments can be challenging. It is important to note that all your communications should also appeal to another audience – journalists. Crafting a narrative that resonates with each requires thorough research, segmentation, and customisation.
  3. Balancing Professionalism and Creativity: B2B branding typically necessitates a balance between professionalism and creativity. While maintaining a     professional narrative is essential for establishing credibility and trust, injecting creativity into branding and messaging can help differentiate your company. Finding the right balance between professionalism and creativity can be challenging. Striving to innovate and differentiate while staying true to the brand's values and positioning requires careful consideration and strategic planning.


In the ever-evolving world of B2B marketing and branding, the journey towards crafting a compelling brand narrative that engages your audience is both a challenge and an opportunity. By navigating the complexities of storytelling, colour theory and brand identity, companies can create memorable and distinctive messaging and branding, setting them apart from their competitors. It's a journey that demands creativity, strategic insight, and a deep understanding of audience needs. Yet, it's also a journey filled with potential for differentiation, connection, and growth.

When it comes to unravelling the intricacies of narrative which uses visual and written communication, count on our seasoned expertise to be your trusted guide. With over two decades of experience in crafting compelling branding and messaging, we're here to help you every step of the way.

Get in touch with one of our experts today and start cultivating your brand’s narrative.