This is the fourth part of our series on B2B positioning for 2025. After purpose-driven positioning, data-based decisions, and micro-positioning, this time it's all about the human factor: How to make your B2B brand not only competent, but also approachable and authentic.
Why People in the B2B from People buy
Especially with complex products and long decision-making processes, trust counts – and this is not created by logos or slogans, but by real encounters, credible communication and a tangible attitude.
staff Branding: If Expertise a Face receives
More and more decision-makers are following personalities rather than companies. Whether CEOs, subject matter experts, or sales professionals – those who regularly share insights, demonstrate their stance, and position themselves automatically strengthen the company brand.
Storytelling instead of Bullet points
Data is convincing. Stories stick in your mind. Don't just tell people what you do – tell them why. Let customers, employees, and partners have their say. Show how your solutions improve the lives of others. Human, concrete, relevant.
Formats & Channels for Vicinity and personality
- Personal LinkedIn posts instead of impersonal press releases
- Behind-the-scenes insights instead of polished image films
- Team voices on the website instead of just performance promises
- Podcasts, interviews, Q&As – real instead of perfect
So activate She Her team as Brand ambassador
- Encourage employees to demonstrate their expertise
- Provide assistance with topics, formats and tone
- Create visibility internally: appreciation motivates
Conclusion: Approachability creates Trust
A strong brand isn't an anonymous sender—it has a face, an attitude, and a voice. Humanizing your company opens the door to relationships that go beyond mere performance.
👉 Do you want to sharpen your positioning?
Let's find out together how you can give your brand more personality.
More from this series:
Stefan Weder
Together with my team, I structure innovation and communication-relevant knowledge for B2B companies and use it to develop target group-focused business models and productions. In doing so, we enter new territory every day. We share what we discover and experience there in our blog - and are curious what you tell us.