Building brand identity in b2b markets: Co-creation of content with suppliers via storytelling

Abstract

ABSTRACT The purpose of the paper is to understand the process of content co-creation between b2b (Business-to-Business) businesses and suppliers through storytelling techniques to strengthen the organization’s brand identity. To achieve the purpose of the research, the paper integrated stages of storytelling with sensemaking theory by using the corporate brand identity matrix. Employing a Market-Oriented Ethnography (MOE) approach, guided by the Gioia methodology, the study analyzes real-time interactions and narratives at business sites, offering a nuanced grasp of the co-creation process. The study uncovers that co-creation among b2b businesses and suppliers yields a unified brand narrative, enhancing brand identity through authentic, emotionally resonant stories. The study proposes a framework for the role of suppliers and b2b businesses at various stages of brand storytelling to strengthen brand identity. The study found that the suppliers inject authenticity and relevance to the outside-in approach of corporate brand identity. Whereas, by enabling suppliers to participate in the co-creation process, the business creates a lasting impression of the brand, taking an inside-out approach to creating a distinct brand identity.