‘People buy people first’. The old adage is as true today as it’s ever been, but many B2B companies still promote themselves by product and service alone.
Appealing to your customers at a rational level is one thing but what about the commercial benefits of being personal and relatable?
The most successful B2B companies know that ‘being human’ builds:
- drives sales
- attracts talent
- secures a competitive advantage
Ask yourself this:
- What makes you different?
- What makes you better?
- What makes you smarter?
- What do you stand for as a company?
- What do you sound like as a company?
- What do you look like as company?
Brand strategy helps answer these questions and identify what:
- tone of voice you want to portray
The brand strategy process is an important investment and can take weeks, months to understand.
Know your B2B brand
Just like every person is different, every business is different. Humanising your business goes much deeper than cracking jokes on social media or sharing videos of dogs riding skateboards.
Fundamentally, it comes down to going through a brand strategy process and knowing who you are as a brand.
Emotion drives decision making. We know this is true for our daily lives but B2B companies often assume that they are operating in a rational and logical environment where product and price take ‘pole position’.
The truth is your customers don’t become logical clones between 9am and 5pm.
If you are the right company for them, your company can solve their problems which in turn eliminates their fears, anxieties and frustrations.
B2B brands that appeal to the emotional drivers in their target audiences can gain a competitive advantage.
Choose your words carefully
Be precise with your language. This is closely linked with tapping into those emotional drivers above, where one operative word like “trust” can make all the difference. The success of a customer email, webpage or social media post could come down to employing the ‘right’ humanising phrase.
Show your face
Finally, a simple way to humanise your company is to show your company’s humans. This could be featuring your Managing Director or senior members of staff in a company video on your website or across social media.
Its an advantage for you if your customers can see what these key people sound like or behave like, their mannerisms.
Even better is to choose a topic your business cares about:
- the environment
- social mobility
- community projects
- employee wellbeing
Why not become a thought leader in that area writing insightful articles and conducting interviews on the topic.
Most importantly it’s nearly impossible to create a B2B brand strategy without humanising your company in some way.
We suggest you source a local solutions provider for the best results.
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