How to Use Empathy in Your B2B Brand Storytelling

Incorporating a brand story into your marketing is one of the most effective ways to connect with your target market. This is also what people prefer. Your customers are not interested in distributing products. They want involvement.

Almost 80% of people want to hear the brands. Up to 55% will consider buying from a company in the future simply because they really like the story of the brand.

It is incredible to recognize the power of narrative. But what is a good story? How can marketers create stories that resonate with customers on an emotional level?

Put empathy at the center of your brand’s story.

Whether you’re creating content about your employees or telling stories about your customers’ experiences, empathy is the emotional element that will affect your stories in the public’s mind.

Let’s take a look at what a brand’s story is, why it’s important to use empathy to guide it and how to do it.

What is the trademark?

The brand story is the use of stories in marketing to engage your audience at a deep level. It’s a way of…

  • The feeling of your brand: the values, what it represents, why it exists. In essence, you are expressing what the people behind the brand hope to achieve for customers, employees, and society.
  • How your brand makes customers feel. History shows why they chose their product and how it made a positive difference in their lives. Or how you solved a problem.

To use brand stories, think about how to incorporate the following four story elements into your marketing.


You can create customer stories with your customer as the hero. This is an interesting way to use narrative in B2B marketing.


Use context when telling brand stories. When people understand where, why, and how, in addition to their brand, their customers or employees work or work based on the scenario, the story comes to life.


A brand story is not just about the benefits of your product to customers. It’s about how you overcome obstacles for the customer. It is also a matter of transparency regarding your company’s challenges.

Using empathy and putting your audience in place of the characters in your story will help them get emotionally involved. They can be personally involved in this conflict. This will help them to imagine what it would be like to have the same experiences that you are trying to convey through your stories.

Climax and lock

Storytelling is about connection. But it is also stimulating and motivating. Show your audience how the conflict was resolved. Put them in the story so they can experience the feeling of satisfaction and resolution that your customer or employee experienced.

Conquer your audience

Empathy in storytelling is so powerful because it activates the brain. When the brain experiences an emotionally charged event, it releases dopamine. Unlike the facts, which activate only two parts of the brain, a story can activate several, including the sensory cortex, the motor cortex, and the frontal cortex.

After we experience a good story, our minds want more. Make that insight part of your marketing and you won’t have to struggle to get people’s attention. They come for you.