Technology, B2B, and aerospace brands all have something working against them: They feel unapproachable. Maybe it’s the confusing jargon or the big money involved, or maybe it’s just that customers don’t feel very connected to these brands. Either way, it’s a problem.
Fortunately, it’s one that great storytelling can solve.
How Can Storytelling Help?
Storytelling has a way of humanizing brands – even those you don’t have much in common with. It can make companies feel more approachable, relevant, and current, and it can spark that much-needed sense of connectedness that buyers need to pull the trigger and make that purchase.
In industries that often feel untouchable – aviation and aerospace included – a great story can speak to:
- Who’s using your products and services
- What kind of benefits they offer
- What your values and mission are
- The impact you’re making in your industry and beyond
- Your authenticity and honesty
- Best of all, it does this without any costly advertising or self-serving horn-tooting. Instead, it lets others do the talking for you. It lends clout to your offerings as a business, and it boosts trust in your overall brand.
The Keys to Great Storytelling
You can tell a story through social media posts, blogs, and even your website content. Really, any customer touchpoint is an appropriate place to use storytelling – customer service calls and email messages included.
Just remember: The human element is the most important part, so don’t try to relate to your customers as a business. Instead, use the people who are part of your business as the jumping-off point for your stories.
You can:
- Recognize team members and employees
- Highlight customer reviews and testimonials
- Interview past customers and clients
- Provide case studies and success stories
- Show before-and-after transformations
- Follow your products from purchase to implementation with real-life clients
The goal is to follow the people. What impact are you having on those you serve? What are the experiences of your employees, clients, and customers? How can you relay those experiences and have them resonate with your audience?
Make the Connection
At the end of the day, remember that while you’re a business, you’re a business that’s run by people – and that thread is what connects you to your customers, whether they’re buyers for the U.S. government or the average Joe down the street.
Do you need help making that human connection through your brand’s storytelling? Reach out to Haley Aerospace today. We’re here to help.
