How can you use brand voice and tone to build trust with B2B customers?

A Podcast is the way to increase engagement, a success story can build trust, and proof of concept are always a good way to give the brand a voice and create identification alongside the Values core ethics and mission.

In my opinion a robust brand voice can be sculpted (defined) once we can: -Understand the target audience, as knowing their needs, preferences and pain points. -Define the core values and principles that the brand represents. -Determining the personality; is it formal, casual, friendly etc. -Finally developing style guides to ensure consistency! (Bonus point:- Consistency is key to almost everything in branding be it design, style, tone or voice. It attracts the audience you want your brand to.)

Your brand voice sounding like a robot on autopilot? Let's fix that. Rule #1: Talk like a human. Your B2B customers? They're people first. Ditch the corporate lingo. Next up, keep it consistent. Your brand voice should be like your favorite coffee – familiar, comforting, and always on point. Mirror their values, sprinkle in real customer stories, and always, always keep that feedback loop open. Bottom line: Your brand voice is your trust-building superpower. Use it wisely, and watch the connections grow.

One time during my work with a B2B client, they introduced a new business model that retained their parent brand's name. However, this model targeted a B2C audience, with a focus on consumer-facing selling channels and marketing strategies. This shift required a significant adaptation in our communication tone to cater to this consumer-oriented audience. The creatives and messaging needed to reflect the consumer market's voice and preferences, ensuring that the offerings resonated effectively with the B2C demographic.

Things that I have found helpful is:- -Being clear in communication where you are jargon free and speak the language which can be easily understood is very important. -Embracing mistakes and believing 'problems are opportunities' is something that makes you authentic and helps build trust. -The key is to be able to demonstrate you are genuine, reliable and accountable!

1.Keep it Real: Be genuine and authentic in your communication. B2B customers appreciate sincerity, and a transparent brand voice helps in establishing credibility. 2.Show You Care: Engage sincerely. Listen, understand, and respond genuinely. Real connections go a long way. 3.Speak the Truth: Keep it honest and straightforward. B2B customers value integrity, so let your brand voice reflect that. 4. Prove It with Stories: Share real examples or stories. Tangible proof of your brand's abilities adds a personal touch and builds trust.

A brand book is one way to help drive that consistency and it shouldn't just be for the marketing team. Every person in your company is your brand. What is the core of your brand? Who are you as a corporate entity? What promises can your customers always count on? What would you want you brand book to say if it was used from the beginning of the recruiting process through the last day with the company? Capture that brand core in a sharable document today and build it with your partners across the organization.

Telling stories is a great way to captivate your customers. Stories engage, entertain and evoke emotions. Stories help us communicate, relate and build trust. Stories are memorable and leave a lasting impression. The best brands weave stories into all of their communication and content. And a strong brand always wins in the long term!

Including use cases and success stories in your messaging is a great way to convey and build trust and brand value among your valuable customers.

Using brand language and tone to generate B2B trust goes beyond expectations. Consider these less obvious strategies: Deeply understand your clients' problems and customize your messaging to their pain points. Brand yourself as an educational authority. Provide value by sharing industry insights, thought leadership, and expert opinions. Be available to answer questions and reply quickly, simply to acknowledge receipt. Find ways to grow together instead of just selling. Work with consumers on projects, give exclusive resources, or co-create. Showcase your ethics and sustainability efforts. These methods show empathy, authority, accessibility, partnership, and ethical responsibility, which generate company trust.