When you think of a brand, most people imagine a nice logo and a colour palette. But your brand is also about how you sound! B2B is a really crowded market where what you say is obviously important, but how you say it is the thing that makes you stick. And that's why your tone of voice is so important.
Unfortunately for them, most B2B companies sound exactly the same. They are professional, polite, and above all, painfully generic.
Fortunately for you, that's a great opportunity to make you stand out in comparison.
Having a distinct voice makes you recognisable without a logo. Are you a disruptive challenger who uses short sentences and bold claims? Or an established guide who speaks with calm authority? By choosing a lane, you tell your audience exactly who you are and what to expect.
If you try to sound like everyone else, you end up sounding like no one. And nobody remembers no one.
Imagine meeting someone who is a stand-up comedian at the bar, cracking jokes and entertaining everyone. But when they step into a meeting room, they turn into a soulless robot. It feels off, right? Maybe even a bit untrustworthy.
Brands are the same. Your customers need to recognise you everywhere, whether they are reading a LinkedIn post, browsing your website, or skimming a sales deck. Consistency proves competence. It shows you know who you are. When your voice is all over the place, your brand feels unstable. When it’s consistent, it builds trust.
Finding your voice is more than a fun internal workshop, though we do love a good workshop. You need to find out how to connect with your audience. And to know that, you first need to know who your audience is.
A busy C-level executive doesn't want fluff. They want clarity and brevity, and probably a few tangible benefits. Throw in a KPI or two and you're settled. On the other hand, developers might appreciate a technical deep dive with a dry sense of humour.
Your voice should bridge the gap between your identity and your customers’ needs. Stop talking at your audience and start talking with them!
Ready to find the voice that fits? Check out our copywriting work.
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