At Keane, we often work with clients in the manufacturing, engineering, and professional services sectors—industries where facts, figures, and technical know-how are often the main focus – simply answering a need or fulfilling a job. But here's the truth: your brand is more than a list of qualifications, capabilities, or bullet-pointed processes. Your brand is a story - and stories, when told well, spark connection, inspire trust, and differentiate you from your competitors.
It may sound ‘childlike’, but there is a definitive place for storytelling — not just as a creative activity, but as a strategic framework for bringing brands to life. A recent webinar delivered by the Chartered Institute of Marketing (CIM) reinforced just how powerful structured storytelling can be, even in B2B sectors that have traditionally leaned heavily towards logic rather than emotion.
Why Storytelling Matters in B2B
Regardless of industry, clients want to feel emotionally connected to the businesses they engage with. That emotional layer builds relationships, strengthens loyalty, and increases the perceived value of your offering. Did you know that 80% of purchasing decisions are based on emotion?!
Far too often, we see companies simply stating what they do, not why it matters. They miss the opportunity to create a memorable experience. As marketers, we’ve always pushed our clients to ask “So what?” when crafting content, and we support them to shift from inward-facing content to outward-facing narratives to make those all-important connections.
The SPQR Framework for Brand Storytelling
If storytelling isn’t your natural M.O. there’s a simple structure to help you shape your marketing stories:
- S – Situation: Set the scene. Who are the characters? What is their world like? Make it recognisable and relatable. (Your customers)
- P – Problem: Introduce a complication or challenge—this creates tension and engagement. (What issue do they face?)
- Q – Question: Pose the crisis. What’s at stake? What needs to be resolved? (Are they going to miss a deadline / let their customers down?)
- R – Response: Provide the resolution. Show the transformation—and make sure it ties back to your value proposition. (Can you provide quick delivery of superior, cost effective products? Do your many years of expertise mean you’re equipped to help them find an alternative solution?)
Using this framework, even the most technical or process-driven content can be turned into a story that resonates.
Where to create these stories
We can use storytelling across all marketing content, however, there are several key areas that will really benefit from storytelling:
- About Us pages on your website
- Case Studies
- Proposals
- Newsletters
- Blog Posts
These are not just content formats—they’re opportunities to connect with your target audience, differentiate from competitors, and build emotional engagement.
Do Things Differently
When crafting content, don’t focus on you or your product, think ‘what does this mean to my customers?’ Use frameworks like SPQR to find your heroes (whether it’s the product, the service, or the customer), identify your uniqueness, and communicate the meaning behind what you do.
By embedding story into brand content, even the most technical /industrial businesses become memorable, meaningful, and truly differentiated.
If you're ready to bring your brand to life, not just inform but inspire—let’s talk.
