“”Haven’t you ever heard of information overload?” we ask them. “People don’t want information, they want your story.”Most people have developed a genuine distrust of top-down messages and corporate jargon.“So, please tell us your story, authentic and personal. Humanise your brand.”” So says aroundtheworldin80brands.com

And it’s just so true. And even more surprisingly to many, it’s so true for B2B too. So much of B2B marketing has its hands tied by the bits and bytes, the how does it work, the feature/function/benefit, that it forgets that (yes folks, that theme again) – we’re dealing with people. And your general, average people at that – it’s you and me (well me, anyway). When faced with corporate purchasing decisions, so often it’s hard to tell the difference, or at least to cut through the (marketing 😉 ) spin and know what you’re really getting. It looks like it fits the bill, but then so probably does at least one other vendor, who is at the same price point, with much the same set of promises. What might make you choose one over the other then? Maybe the sales person but it might well be the brand too – what that vendor means to you, what you associate with it, how you (dare I say) feel about it. So, humanise the brand, give your proposition a feeling that it can portray to your prospects; hook into their ideals, make them feel they can be a star, let them dream, even if just a little. It may sound far-fetched but I’ll bet there’s potential for any brand to dream a bit. That could be the one thing that really makes you different, and people have bought for stranger reasons than that.