B2B Branding: What Happened to “Hello”?

This thought was triggered by a recent client experience where we were discussing the importance of a ‘soft landing’ into the brand, rather than jumping straight into a sales message. We were emphasising how crucial it is to introduce the brand in a way that builds connection and trust before diving into the technical details.

The conversation made me reflect that this is a regular occurrence in the world of B2B Tech: too many companies skip the introduction altogether. They jump straight into the hard sell, as if they’re the awkward guest at a party who avoids eye contact and dives into a monologue about their latest project without so much as a “hello.” This approach is not only off-putting but also a missed opportunity to create a meaningful connection.

The Lost Art of Introduction

The problem stems from a fundamental misunderstanding of what branding is really about. Many B2B companies are so focused on their products and features that they forget the importance of human interaction. They assume that their audience is solely interested in the technical specs, so they skip the pleasantries and get straight to the point. But this approach is flawed.

In reality, even in B2B settings, people buy from people. Before they care about what your product can do, they need to know who you are, what you stand for, and why they should trust you. That’s where the simple act of saying “hello” comes in—it’s the first step in building a relationship.

B2C Brands: Masters of the Introduction

What puzzles me is that in the world of B2C, brands are experts at introductions. They have to be. In a crowded marketplace where multiple competitors are often jostling for attention on the same shelf, the personality of the brand plays a critical role in creating distinction. Whether it’s through packaging, advertising, or customer experience, B2C brands know that first impressions are everything. They’ve set a high bar for how brands should introduce themselves, and as consumers, we’ve come to expect this level of engagement.

So why is there still such indifference in the world of B2B? Perhaps it’s due to the very strong product-first mindset that dominates the industry. There’s a belief that if the product is good enough, it will sell itself. Or maybe it’s an ambivalence around the importance of brand messaging—an assumption that technical buyers don’t need or care about the softer aspects of branding. But this couldn’t be further from the truth. In today’s marketplace, where competition is fierce and differentiation is key, the way a brand introduces itself can be the difference between making a sale and being overlooked.

The Importance of Brand Foundations

At the heart of this issue is a lack of brand clarity. A well-defined brand foundation includes your brand’s vision, mission and values, which extends into a personality and tone of voice. It’s about understanding who you are as a company, what you stand for, and how you want to communicate that to your audience. Without this foundation, it’s difficult to craft messaging that resonates or to present your brand in a way that feels authentic and engaging.

When a brand hasn’t taken the time to build these foundations, it defaults to what it knows best: its products. But leading with products and features is like trying to sell before you’ve even introduced yourself. It’s not just ineffective—it’s counterproductive.

Finding Your Voice

Our job as brand consultants is to help these brands find their voice. We guide them in developing a strong identity that allows them to confidently introduce themselves and build relationships. This process involves more than just choosing the right words—it’s about creating a consistent and authentic voice that reflects the brand’s true character.

With a clear and compelling voice, a brand can do more than just present its products—it can tell a story, convey its values, and build trust. It can say, “This is who we are, and this is what we do,” in a way that resonates with its audience.

The Power of First Impressions

In B2B, as in life, first impressions matter. If you can’t even say “hello,” how can you expect anyone to listen to what you have to say? By investing in your brand’s foundations and developing a strong tone of voice, you can ensure that your first impression is a positive one—one that opens the door to deeper engagement and lasting relationships.

So, next time you’re tempted to dive straight into the technical details, pause for a moment. Remember the power of a simple introduction, and take the time to say “hello.” It might just be the most important thing you do.