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6 Powerful Brand Narratives Used By Tech Unicorns | by Leila Nazari | Jan, 2021

Crowded, right?

I wouldn’t even want to consider and uncover Waldo in the mix. It turns out, Waldo.io is even taken as the title by a cellular no-code tech enterprise that introduced previous 12 months.

Unfortunately, the authentic planet is not a classroom where everybody raises their hand, with an equivalent prospect of acquiring to inform their narrative. In 2021, you have to present a large amount far more than an outstanding item to stand out.

Several years back, I study the guide, Moonwalking with Einstein, which addresses the nationwide memory competitors. A person of the most common memory procedures shared — and broadly utilised by Sherlock Holmes — is the memory palace. A common physical location you know by coronary heart exactly where you can craft a unique narrative in get to much better keep facts.

The procedure will work simply because stories are not only sticky they make psychological responses inside us that encourage action. And like each memory palace requirements a narrative, every manufacturer does as effectively.

So continuing with part 2 of my analysis of B2B tech unicorns, let us glimpse at 6 of the most popular B2B tale narratives made use of nowadays to see what we can understand from companies who have productively made use of them to earn over customers.

Arguably the most popular among B2B tech companies, this story generally appears like this: Due to some unavoidable element/shift, this kind of as AI, distant function, or access to money, the environment has altered. As a outcome, we want new solutions — ones that get the job done improved, much better, much less expensive, or much more seamlessly — than the alternatives out there. That is exactly where XYZ arrives in…

SentinelOne, a cybersecurity enterprise, draws awareness to the latest paradigm shift, with the headline, “New earth, new cybersecurity,” adopted up with, “SentinelOne is the only cybersecurity platform goal-designed for the remote workforce. Exchange legacy antivirus with cybersecurity for the endpoint, cloud, and IoT.”

The company also established a video clip that even more drives household it’s argument that distant do the job has disrupted our perception of protection. It is simple to adhere to the sequence of occasions that arrive to their summary, major one particular to go from inquiring on their own, “why really should I treatment?” to “what can we do about it?”


Rubrik, a corporation that presents data backup recovery options, also leverages the new planet tale narrative. On its system web site, the enterprise addresses why “legacy is not fit for the future,” highlighting that the contributing element is that “there is far more information than ever, in more sites than ever.” The page go on to deal with how the Rubrik platform overcomes these worries.


The large-stakes tale narrative is a lot more usually discovered in industries that participate in on possibility, so IT, insurance plan, and security. The tale commonly sounds like this: we live in an significantly unpredictable (and terrifying) entire world, and as a final result of some vast-unfold alter, we are additional at threat. Now, we have a higher perception of urgency to just take motion in advance of it’s as well late. That is why XYZ is right here to save the day…

Tanium, an endpoint stability management system, plays on concern with a somber video clip showcased on its homepage that states, “It only will take just one server, workstation” to result in damage. The video goes on to highlight what the expense of undertaking almost nothing is, contacting it a “7 determine danger.” It then saves the viewer by displaying how the Tanium system can safe units so companies can prevent these pointless, devastating results.


This story arc is about complicated or questioning the limitations that hold us back from performing our best operate, be it rising productivity, getting extra fun, attaining back again time, or innovating speedier. Limitations have a tendency to slide into one of 3 categories — guide procedures, siloed information, and/or lack of entry.

Brex, a financial supplier for corporations, introduces a dilemma, “Your enterprise is clever, why isn’t your bank?” Then carries on on to highlight the obstacles — fees, limitations, and ready.


Figma, a collaborative platform for UX designers, usually takes on a distinct approach to reveal how the platform aid teams conquer barriers. With an interactive visible, Figma show what collaborating on a task could look like, and goes on to weave this narrative all through the web site, working with language these types of as “in tandem, crew-up, etc.


The professional narrative is under-rated, applied by businesses with certain domain knowledge. Organizations are likely to shy away from it as there’s a concern that you could alienate shoppers, but normally that worry is unfounded. The tale goes as these: You do what you do much better than anybody else mainly because you have an understanding of the difficulties people experience day-to-day. You have been in their shoes. You have explored the difficulty from each and every angles, and now you have build XYZ with all those learnings in mind. Therefore, you are the most dependable source of fact for that challenge.

C3.AI, a publicly-traded firm that gives enterprise AI answers, establishes its knowledge by way of the use of bold language on it is homepage basically stating, “This is business AI,” adopted by 3 powerful facts points that show they are industry experts at this domain.


Symphony, a conversation system for monetary businesses, tends to make it explicitly crystal clear who they are for, with the headline, “where monetary marketplaces link,” splashed throughout the header. In contrast to Slack, who offers a crew collaboration system for all people, Symphony especially speaks to how it addresses one of a kind stability, compliance, and communication troubles confronted by economic institutions. You can also find particular jargon applied by traders, with words and phrases like “automate trade flows.”


This story narrative is mainly utilized for B to B to Ccompanies, and goes like this: The reason XYZ exists is due to the fact the customer encounter is flawed in some way. You’ve set out to help you save the working day by providing a better knowledge for businesses, who then pass that expertise on to the finish consumer.

Affirm, a company of retail funding remedies, speaks to the stop consumer frequently, with phrases like assistance consumers say indeed, empower your consumers, purchaser-very first approach, and consumers at the heart.


Eventually, you have the ideal in shape story arc. This certain narrative is about combining numerous, disparate equipment together. It’s related to the perform smarter a person, on the other hand it is normally leveraged by a. firms in additional set up industries exactly where people have relied on a combination of tech solutions to solve their problems or b. Providers that give a modular and/or extensible remedy that is easy to configure for precise works by using.

For example, the challenge management system Monday.com invites you to “work the way that is effective for you.” The firm demonstrates how wide the use instances of its solutions are, highlighting virtually every departments found within an organization. To exhibit the extensibility of the platform, you can come across a streaming scroll of all the purposes the platform integrates with on the homepage.


Tech unicorns have learned that you simply cannot rise to the best by remaining anything to all people. Alternatively, what they do properly is fine-tuning their story narrative to the particular trouble(s) they are solving.

So if you haven’t established your story arc, what do you do?

Start with a aggressive audit, identifying which story narrative each 1 works by using, and level its strength on a 1 to 5 scale. Then build or have an suitable buyer profile handy — one particular that describes the requirements, wishes, and needs of your customers. Geared up with that details, get leadership in a home and talk to “why do we exist?” At last, evaluation and vote on which tale arc will make the most perception for your business enterprise and weave that narrative in every little thing you do.

Continue to keep in mind that it shouldn’t be a closed-loop, but a person that invites other folks to enter the dialogue and be a aspect of the journey. For manufacturer stories, they with any luck , under no circumstances have an finish.

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