Even the busiest business buyer appreciates being spoken to with warmth and honesty – maybe even a little wit. Especially since millennials and Gen Z now make up 64% of business buyers.

We’re seeing it more and more – brands and businesses realising that personality means profit. Finally starting to understand that nobody wants to download a 42-page whitepaper on end-to-end-pipeline activation (much less read it). And we can all be thankful for that.

Personality doesn’t mean a business needs to turn up in a band tee and chucks to grab attention. But there are some simple ways to loosen the tie without losing the all-important corporate credibility.

Firstly, use simple language. Cut the jargon. Talk like a human. Nowadays, the rules of good B2B brand writing are table stakes. (Or at least, they should be.) A strong brand voice goes beyond the basics and carves out a distinctive character.