Brand Voice – why it matters more than ever for B2B

You’ve heard people talk about ‘brand voice”.
And you’ve heard people talk about it a lot more in B2B marketing.
But what exactly is the ‘ROI’ on brand voice?
Why’s a consistent and clear brand voice critical for B2B marketing, now more than ever?
And importantly, when’s the right time to think about refining your B2B brand voice?

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It’s not (just) what you say, it’s how you say it.

The Power of Your Brand’s Voice: Why It Matters More Than Ever (and How to Get It Right)

Imagine you’re walking into a crowded room, everyone buzzing with conversation. How do you make yourself heard? How do you leave a lasting impression? As a brand in today’s noisy B2B landscape, the answer lies in your voice. Not just any voice, but a clear, consistent, and unique brand tone of voice that cuts through the hubbub and resonates with your audience.

Think of it this way: your brand voice is your brand’s strategy, given breath.

A brand voice is how you and your marketing team use language to amplify your brand’s strategy.

It’s the way you use language in external comms, internal comms, EVP…but also how your sales team use language (!) how customer services use language, what does your social media say, what does your CEO say?

Your brand voice is both the stories that your brand tells, and the way it tells them.

Just as you’d want to create a lasting, memorable impression in that crowded room, your B2B brand voice is how your brand stands out from the competition and attracts the right kind of customers and talent (and attention).

It’s been well-known in the B2C world for a long time that brand voice creates impact and reduces media spend on attracting attention.
But why are B2B companies looking at brand voice more now?

Building Trust with Savvy Buyers:

Gone are the days of flashy brochures and sales pitches. Today’s B2B buyers are information-hungry and demand value-driven content. They want to understand your expertise and know they can trust you.

And the quickest way to kill trust is to sound different from one interaction to another. Or from one touchpoint to another.

A clear and consistent B2B brand voice showcases your authority, makes your content more believable, and builds trust.

But it doesn’t stop there. A differentiated voice that stands out from the crowd grabs attention and keeps them engaged, eager to explore what you have to offer. But remember, behind every purchase decision lies a human being. A relatable and authentic voice builds an emotional connection, taking your brand beyond transactions and forging genuine loyalty.

A B2B Brand Voice Attracts and Retains Top Talent:

The fight for talent is fierce, and your brand voice can be your secret weapon. Imagine it as a beacon, attracting potential candidates who not only possess the skills you need but also share your values and personality. A well-defined voice communicates your company culture loud and clear, attracting individuals who thrive in that environment.

Fostering Understanding and Connection:

The B2B buyers’ journey is becoming increasingly non-linear and complex.
Technical jargon and industry speak can leave customers feeling lost and frustrated.
A clear B2B brand voice can (should!) bridge the gap?
You demonstrate empathy and understanding by using language that resonates with your audience’s needs and challenges. This goes beyond just words; it creates an emotional connection that strengthens relationships and fosters loyalty. But a clear and consistent tone does even more. It simplifies complex information, making it easier to understand and retain, ensuring your message gets through loud and clear.

Empowering Your Employees as Brand Ambassadors:

Your employees are your brand’s biggest advocates, whether they realize it or not. But how can you ensure they represent your brand authentically and effectively? The answer lies in your B2B brand voice. By providing a clear and consistent framework, you empower them to communicate confidently in any situation, from social media interactions to client meetings. This ensures brand consistency across all touchpoints, strengthening your overall brand presence. And the best part? When employees feel empowered to use their voice, they become natural brand advocates, promoting your company with genuine enthusiasm.

So, when should you start thinking about building a consistent brand tone of voice?

Here are 3 key “trigger moments”:

  1. When your content feels disjointed and inconsistent. Are your website, social media posts, and marketing materials speaking different languages? It’s time to use your B2B brand voice to reinforce a seamless brand experience.
  2. When you’re struggling to attract top talent. If your employer brand feels bland and generic, you’re missing out on potential candidates who could be a perfect fit. Develop a voice that reflects your unique culture and values.
  3. When you feel misunderstood by your customers. Are your customers confused or frustrated by your messaging? A clear and relatable voice can bridge the gap and foster deeper understanding.

Building a strong brand voice takes time and effort, but the rewards are undeniable. It’s not just about sounding good; it’s about creating value, building trust, and achieving your B2B goals. So, what are you waiting for? Start crafting your unique brand voice today and watch your business soar!

How do you build a B2B brand voice?

If you’re in a hurry, scroll down and we can have an open chat, no agenda, no fee. Just a chat.
We have 20 years of experience and love to help.
If you’d like to read more, there’s a best-selling book about just that.
It talks about how alphabet’s ‘moonshot factory’ built a brand voice to influence Governments as well as the media and top talent.

Brand tone of voice book

If you already have a great B2B brand voice, maybe it’s your content team or your sales team or – hold on, everyone who manages each customer touch point – who needs some help.
Would you consider giving them some training in creating the B2B brand voice?

Finally, if you don’t want to buy some training, read a book or chat — stay tuned.

About Verbal Identity

We are writers, strategists and linguistics experts: super-specialists in the magic and mechanics of language. We know how language creates thinking. And how – if you shape the language of your company, your comms and your customers – you shape what people think and do, read more…

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