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In marketing, it’s easy to get caught up in the numbers, analytics, data, and professional jargon. But, ultimately numbers and businesses don’t make decisions–people do. To make your brand more accessible and relatable to the real people behind the businesses, you must humanize your brand by bridging the gap between corporate professionalism and personal connection.
What is Humanization in the B2B Context?
In short, to humanize your brand means to show the human side of your company and demonstrate that you’re not simply a logo or a product but rather a group of people who are passionate about solving problems and adding value. B2B buyers who see personal value in a business relationship are more than 2x as likely to make a purchase.
Key Elements of Humanizing a Brand
Relatability
People connect with brands they feel understand them. To relate with your audience,
- Use conversational language instead of overly technical jargon.
- Share stories and narratives about how your solutions have positively impacted others.
- Highlight shared experiences or challenges.
- Showcase your team members, their stories, and what they bring to the table.
Empathy
In order to show that you genuinely care about your audience’s needs and challenges,
- Practice active listening by paying attention to client feedback and acting on it.
- Interact with your audience in a way that feels personal and genuine rather than scripted.
- Offer personalized solutions by tailoring your solutions to address specific client pain points.
- Be supportive, responsive, and considerate in all communication.
Transparency and Authenticity
Build trust through transparency and authenticity by
- Being open about the process and how things work behind the scenes.
- Providing authentic messaging and honest communications that reflect your true brand identity.
- Demonstrating shared values and the principles that guide your company and resonate with your audience.
The Benefits of a Humanized B2B Brand
Humanizing your brand is a business imperative that can lead to tangible benefits and significantly impact your company’s success.
Stronger Customer Relationships
Even in B2B settings, customers have a strong desire for more personal connections, especially considering 59% of all consumers feel companies have lost touch with the human element of the customer experience. When you create personal connections that make your customers feel valued and understood, you not only foster deeper loyalty but also create business relationships that keep customers around.
In other words, clients tend to stick with brands they trust and that resonate with them personally which can lead to long-term partnerships and repeat business.
Increased Brand Differentiation
Emotional connections can drive decision-making and influence up to 70% of buying experiences based on how the customer perceives the business is treating them. And, in a crowded marketplace, differentiating your brand from competitors who rely simply on transactional interactions is essential.
Brands that connect with their audience on an emotional level, whether through showcasing your unique brand identity or highlighting the stories and people that make your brand what it is, are more memorable and make it easier for clients to choose you over your competitors.
Improved Engagement and Conversion Rates
A humanized brand demonstrates empathy and relatability and can lead to higher engagement and better conversion rates. For example, narrative content that tells a story or showcases human experiences tends to attract more attention and interaction. When customers feel this personal connection, they’re more likely to take action, whether signing up for an email newsletter or deciding to purchase. Additionally, personalization is such an important component of humanizing a brand because 80% of consumers are more likely to do business with a company if it offers personalized experiences.
How CMOs Can Humanize Their Brand & Maintain Professionalism
Humanizing your brand is about creating genuine connections with your audience while maintaining the professionalism that defines the B2B market. As CMOs, your responsibility is finding the sweet spot where authenticity meets credibility to ensure your brand remains both relatable and respected. Here are some actionable steps you can take to do just that.
Leverage Storytelling
Stories not only make complex information more digestible and memorable but also have a unique way of engaging people. By incorporating storytelling into your marketing strategy, you can connect with your audience more deeply.
- Tell Your Brand’s Story: Be transparent about your company’s origin, mission, and the values that drive you. Every piece of communication should use the same voice and reflect what your company stands for so that your customers don’t have to guess where your priorities lie. Authentic stories and interactions build trust.
- Use Anecdotes in Valuable Content: Provide insights, research, and thought leadership that offer real value to your audience while incorporating stories and scenarios to illustrate your points more vividly. People are up to 22 times more likely to remember information when it’s presented within a story.
- Share Customer Success Narratives: Feature real-life examples of how your clients have overcome challenges using your solutions in order to demonstrate your product’s value and empathy for similar struggles your audience may be facing.
Adopt a Customer-Centric Approach in Messaging
Customer-centric companies are 60% more profitable than companies that are not focused on the customer so it’s imperative that your strategy balances expertise and approachability. Putting your customers at the heart of your messaging shows that you prioritize their needs and experiences.
- Speak Your Audience’s Language: Avoid technical or corporate jargon. Instead, use terminology and references that resonate with your audience. And, focus on how you offer a unique solution to specific pain points instead of simply focusing on your product.
- Be Mindful of Language: While a conversational tone can make your brand more approachable, avoid slang or overly casual phrases that might diminish your professional image.
- Respect Cultural and Industry Norms: Tailor your approach to align with the standards of professionalism expected in your industry and/or culture.
- Solicit Feedback: Encourage open communication and take appropriate action based on your customer’s feedback and suggestions.
Humanize Through Leadership Visibility
Since 82% of consumers are more likely to trust a company whose CEO and leadership team engage on social media, making these leaders visible can significantly increase trust and relatability.
- Thought Leadership: Encourage your leadership team, including the CEO, to share insights on industry trends, challenges, and innovations. Publishing thought leadership through blogs, podcasts, or social media posts can increase your brand’s visibility and reliability.
- Employee Spotlights: Showcase your team members by featuring stories of their expertise and contributions to the company and the community. This helps your audience not only see behind the scenes but also put faces to the brand.
- Authentic Engagement: Have leaders participate in industry events, webinars, podcasts, and other (online) discussions to interact directly with your audience.
Conclusion: Driving Transformation Through Human-Centric Branding
Humanizing your B2B brand isn’t just a strategy—it’s a mindset shift that redefines how you engage with clients, partners, and stakeholders. By prioritizing authentic connections, empathetic communication, and personalized experiences, you move beyond transactional interactions to create meaningful, long-lasting relationships.
This transformation requires intention and action. It means aligning your brand’s values with your audience’s needs, empowering your teams to communicate authentically, and leveraging data to create tailored experiences that resonate deeply.