Brand Resonance – how your B2B can connect on a deeper level
Why Resonance Matters
These days, we all know that branding isn’t just about a logo. At Firestarter, we define a brand as ‘everything everyone sees, hears, believes and feels about your company.’
That’s a lot! But there’s one word in that definition that matters more than any other… feels. And this comes down to brand resonance.
The dictionary definition of resonance is ‘the power to evoke enduring images, memories and emotions.’ In branding this is everything.
By resonating on a deeper level, we go further than simply attracting attention – we win hearts as well as minds. That’s why resonance earns its place as a key pillar in our very own DARE formula for creating impactful brands.
Relevance Vs Resonance
In B2B, where logic, data and ROI rule, it’s easy to assume that purchasing decisions are purely rational. And that brands need to be highly relevant in order to succeed. This relevance is typically expressed in terms of features, benefits and business outcomes:
- Does this solution solve a real problem?
- Does it fit within our budget?
- Will it improve efficiency or drive ROI?
Resonance, on the other hand, is the emotional and psychological connection that builds loyalty beyond logic. A resonant brand goes further than just solving business problems – it aligns with deeper motivations, values and aspirations:
- Does this business truly understand me and my challenges?
- Do I trust them to help me navigate change?
- Do I want to work with them beyond just this transaction?
Resonance is especially critical in moments of change, which is always risky. The bigger the shift in behaviour – or the less certain the outcome – the more important resonance becomes in decision-making. When logic alone can’t guarantee success, people turn to trust, emotion and intuition to guide them forward.
That’s why businesses need both. Relevance gets us in the room, and resonance helps us seal the deal. Relevance helps us do business. Resonance moves us from being another supplier to becoming a trusted advisor and valued partner.
So, how do we make sure our brand resonates?
UNDERSTANDING YOUR BRAND
Before we can do this, we need to understand the role our business plays for its clients. This shapes our brand personality – because let’s face it, it’s far easier to connect with a personality than with a robotic list of sales points. One of the most powerful tools we use at Firestarter is brand personality archetyping.
The power of archetypes
Now close your eyes for a moment and imagine this:
You’re walking into a grand old library filled with the stories of every brand that’s ever made an impact. Each book represents a different business, a different personality and a different quest.
- Some books inspire with stories of courage, grit and transformation.
- Some teach with words of wisdom, analysis and breakthrough ideas.
- Some disrupt with loud rebellion and a determination to rewrite the rules.
- And of course, there are many more besides.
As you scan the shelves, you find your own book. But before you open it, ask yourself:
- What kind of story does your brand tell?
- What role do you play in your client’s journey?
- Are you the trusted guide? The visionary innovator? The challenger defying outdated convention?
The answers to these questions will help you identify your brand personality archetype. And this will help you determine how you show up in the world.
Now here’s the science
Archetypes are deeply rooted in human psychology. They represent universal patterns of thinking and behaviour that have remained consistent across time, generations and cultures. They’ve been used in storytelling throughout history to evoke emotion and make complex ideas instantly relatable.
In branding, archetypes serve as a shortcut. They help us define our personality, voice and values in a way that feels authentic and immediately familiar to our audience. They help us tap into imagery, memory and emotion to connect on a deeper level.
Here are the 12 primary brand archetypes, each representing a different way to connect:
- The Hero – Inspires achievement and legacy
- The Sage – Provides clarity and wisdom
- The Outlaw – Challenges the status quo
- The Everyman – Builds relatability and human connection
- The Creator – Drives innovation and originality
- The Ruler – Secures stability and order
- The Explorer – Seeks adventure and discovery
- The Caregiver – Nurtures and protects
- The Jester – Engages through fun and playfulness
- The Innocent – Embodies simplicity and optimism
- The Lover – Creates deep emotional connections
- The Magician – Transforms and inspires change
Now let’s take the top four and explore them more deeply, to give you an insight into how they can play out in your brand and determine your brand voice and communication style:
The Hero
Inspires achievement and legacy. Resonates by overcoming big challenges, driving performance and making an impact.
- B2B example: Salesforce – “We’re Salesforce, the #1 AI CRM. When our customers succeed, we succeed.”
- Brand voice: Strong, confident, motivational.
- How to apply it: Showcase big-picture transformations and high-impact success stories.
The Sage
Provides clarity and wisdom. Resonates by offering deep insight, analysis and trusted guidance.
- B2B example: McKinsey – “We help clients pursue sustainability, inclusion, and growth, all at the same time.”
- Brand voice: Insightful, analytical, advisory.
- How to apply it: Share research, strategic frameworks and data-backed insights that position you as the trusted expert.
The Outlaw
Challenges the status quo. Resonates by disrupting the industry, questioning norms and shaking things up.
- B2B example: Fathom Analytics – “We’re standing up to big tech!”
- Brand voice: Bold, provocative, rebellious.
- How to apply it: Take a brave stance, call out outdated industry norms and position yourself as a trailblazer.
The Everyman
Builds relatability and human connection. Resonates by being approachable, warm and community-driven.
- B2B example: Slack – “Making work life simpler, more pleasant and more productive.”
- Brand voice: Friendly, warm, conversational.
- How to apply it: Use jargon-free messaging and human-centric storytelling to build genuine connections.
Quick note: These are just four of the 60 archetypes we use at Firestarter to help brands define their identity. Want to go deeper? We can help you pinpoint your ideal brand personality – and use it to fuel a brand strategy that truly resonates. Anyway, back to it…
UNDERSTANDING YOUR AUDIENCE
To truly resonate, knowing your brand personality is important. Knowing your audience is critical.
Let’s start with the 4 Cardinal Drivers
You’ve probably done some work to define your ideal client profile (ICP). Maybe you’ve even mapped out buyer personas. The next step is to understand their motivation.
So let’s step back into that grand old library, where every book tells the story of a different brand. You’ve already found your book, now let’s meet the main character, the protagonist. And in your brand story, that’s your ideal client.
If you don’t truly understand them – their struggles, motivations and desires – your story won’t land. It won’t resonate. But when you do? It’s like writing a book (or designing a business) so perfectly attuned to them, it feels like it was made just for them.
And every protagonist has a quest.
So, what’s your ideal client’s ultimate goal? That’s where the Four Cardinal Drivers come in – helping you understand the deep psychological forces shaping their decisions:
The Legacy-Seekers
Driven by ambition, they want to leave their mark on the world. They resonate with leadership, achievement and influence – seeking partners that will help them transform industries, build movements and create lasting change.
The Order-Seekers
They crave structure, stability and control in a world that feels chaotic and unpredictable. They resonate with organisation, risk reduction and efficiency. They’re looking for partners who bring clarity, certainty and seamless execution.
The Connection-Seekers
Above all, they value relationships and belonging. They resonate with collaboration, shared values and human connection – choosing partners that prioritise people, community and meaningful interactions.
The Freedom-Seekers
They thrive on creative autonomy and self-expression. They resonate with originality, disruption and pushing boundaries – rejecting anything that feels rigid, conventional or uninspired. They’re looking for partners who give them the space to explore new ways of thinking and working.
Now let’s look at decision-making
How do we perceive brands and make decisions? While logic plays a role, most decisions aren’t made top-down – they’re made bottom-up.
- Gut first – We tend to react instinctively, based on subconscious cues.
- Heart next – Emotion kicks in, driving feelings of attachment and trust.
- Head last – We often rationalise our choices with logic and justification.
This means that resonance leads and relevance follows.
So by the time the brain catches up, the decision is already in motion. That’s when understanding left-brain vs right-brain decision-making comes in. Our left brain is analytical and rational, focusing on data, logic and justification. Whereas, our right brain is intuitive and emotional, responding to storytelling, visuals and deeper connections. Most of us are dominant in one of these realms:
Left-brain buyers will nod politely and then run a mile if you flood them with too much emotion. They need rational proof to justify decisions so keep them engaged with ROI metrics, case studies and clear messaging.
Right-brainers are the opposite, they’ll glaze over if you try to bombard them with facts and stats. They make initial decisions emotionally so use storytelling, strong visuals and emotionally engaging narratives to captivate them.
To build a truly resonant brand, we need to appeal to both sides. But by understanding the typical preference of our ideal clients, we can design our communications accordingly and laser-focus our efforts to make the most impact.
"What the heart cares about is resonance. Resonance that opens it, Resonance that enlivens it, Resonance that calls it home. And when it finds it, the transformation begins..."
Jeff Brown
Putting It All Into An Action Plan
Right, We’ve Done All The Thinking And Exploring – Now Let’s Put It To Work. Here’s How You Can Start Building A Highly Resonant Brand.
1) Lay solid foundations
- Start by choosing your archetype – How does this play out in your brand personality?
- Identify your ideal client’s cardinal driver – What truly moves them and how can you align your value proposition?
- Bring these insights through to guide your brand personality, voice, messaging and design.
2) Balance relevance with resonance
Your brand should speak to both logic and emotion:
- Left-brain proof – Clear ROI, case studies, strategic frameworks.
- Right-brain pull – Strong storytelling, emotional depth, compelling visuals.
- Know your ideal clients’ preference – Weight your approach accordingly.
3) Make every brand touchpoint count
Every interaction should reinforce resonance and deepen emotional engagement:
- Your website – Is it just informative, or does it create a connection?
- Your content – Are you sharing insights and stories that truly resonate?
- Your customer experience – Are your interactions more than just transactions?
Our Final Thought (For Now):
One of the most important questions we ask in our branding programmes is, ‘How do you want your brand to make people feel?’ Because, in the end, people won’t remember your tagline. Or your pitch. They might not even remember your name. But they’ll remember how you made them feel. And that’s the lasting power of resonance.
Want to create deeper connections? Let’s spark a conversation!
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