The importance of brand personality for B2B companies

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Brand personality is a crucial aspect of any business, yet there is a common misconception that it is only relevant to B2C companies. This could not be further from the truth. Brand personality is equally significant for B2B companies and can make all the difference in today’s competitive marketplace.

So, what is brand personality? Put simply, it is the human characteristics that a brand embodies. Like individuals, brands can be extroverted or introverted, technical or playful, informal or formal. Prospects are drawn to certain personalities and repelled by others, making a solid brand personality essential for building deeper customer relationships.

In a world where prospects feel bombarded with marketing messages from multiple sources, it is more important than ever for B2B companies to stand out from the crowd. By developing a brand personality that is relatable, trustworthy, and professional, B2B companies can differentiate themselves from their competitors and form stronger connections with prospects.

In this blog, I will explore why brand personality is crucial for B2B companies and what steps to take to create a strong and distinctive brand personality that will give your business a competitive edge.

Why brand personality matters for B2B companies

As a B2B company, it can be tempting to focus solely on the technical aspects of your products and services. However, your organisation’s brand personality plays a significant role in your success, even in a B2B setting. Here are four reasons why brand personality matters for B2B companies:

Builds deeper relationships with prospects

When prospects are familiar with your brand, they are more likely to conduct business with you. If a prospect perceives your brand as a valuable partner who can assist them in achieving their goals, they are more likely to establish a long-lasting relationship. This level of trust and loyalty is essential in today’s competitive marketplace.

Differentiates your business from competitors

In today’s crowded business landscape, differentiating yourself from competitors is key. A strong brand personality sets you apart and helps you stand out in your industry. By developing a unique and memorable brand personality, you increase your chances of attracting and retaining customers.

Increases credibility and trust

Prospects are becoming increasingly savvy and often feel bombarded by marketing messages coming from various sources. By developing a clear and consistent brand personality, you increase your organisation’s credibility and build trust with prospects. This is especially important in a B2B setting, where a long-term relationship is essential.

Personal connection with customers

Even in a B2B setting, customers want to feel a personal connection with the brands they do business with. A strong brand personality allows you to create a human connection with your prospects, helping them identify with your organisation and feel more comfortable doing business with you.

Understanding Brand Personality

The human characteristics of a brand

Brand personality is the set of human factors attributed to a brand. Just as individuals have personalities, so do brands. A strong brand personality creates a distinct and memorable brand identity and establishes a customer connection. This could be an emotional or intellectual connection built over time through consistent messaging and actions.

Different types of brand personalities

Brands can have a range of personalities, from extroverted to introverted, formal to informal, and serious to playful. Some common brand personalities include professional, fun, adventurous, and sincere. The right brand personality for your company depends on your target audience, industry, and values.

Importance of a strong brand personality

A strong brand personality is essential for B2B companies because it differentiates your business from competitors. A well-defined brand personality makes it easier to build deeper relationships with prospects and customers and increase credibility and trust. A strong brand personality also allows a company to tailor their messaging to specific audiences, ensuring its communications resonate with its target market.

With so many companies vying for the attention of prospects, having a distinctive brand personality can help your business stand out and establish a connection with customers. A strong brand personality can also increase the effectiveness of marketing initiatives and improve customer engagement and satisfaction.

Understanding and developing a strong brand personality for B2B companies

Here are three key steps to help you create a distinct and compelling brand personality.

1. Define your target audience

The first step in developing a brand personality is to define your target audience. Understanding who your target audience is, what they value, and their pain points will help you create a brand personality that resonates with them. By understanding your target audience, you can tailor your brand personality to meet their needs and wants.

2. Determine brand values and characteristics

Once you have defined your target audience, the next step is determining your brand values and characteristics. This is the core of your brand personality, and it’s essential to get it right. The values and characteristics you choose should reflect your target audience’s needs and wants and must align with your brand’s mission and vision.

3. Maintain consistency in all customer interactions

Maintaining consistency in all customer interactions is critical to building a strong brand personality. All customer-facing elements, including your website, social media channels, marketing materials, and customer service interactions, should align with your brand personality. This consistency will help your target audience recognise and connect with your brand and build trust and credibility over time.


Brand personality is essential to a successful B2B marketing strategy. It helps to build deeper relationships with prospects, differentiate from competitors, increase credibility and trust, and create a personal connection with customers. A well-defined brand personality can significantly impact business success, making it a valuable investment for any B2B company.

A strong brand personality involves:

  • Defining your target audience.
  • Determining brand values and characteristics.
  • Maintaining consistency in all customer interactions.
  • Incorporating it into marketing efforts.

Content is crucial in reinforcing brand personality, and consistency is key to ensuring that customers receive a consistent experience with your brand.

Build your brand personality with Resonate

If you want to develop a strong brand personality for your B2B company, consider working with a marketing partner specialising in B2B marketing. Our team at Resonate has extensive experience in helping B2B companies build a strong brand personality and achieve their marketing goals. Get in touch with us today to learn more about how we can help you.

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Girish is the CMO & Co-Founder of Resonate.

GV is our Marketing and Delivery head. He keeps our clients’ marketing strategy on track and leads the Resonate team to deliver commercial outcomes.

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