Embrace the Humanity in B2B Branding

by Benj Miller | Jul 1, 2025

Here’s a wake-up call for B2B marketers: you’re not selling to spreadsheets, you’re selling to humans.

Your brand must tap into emotions, pride, and identity. Would anyone proudly wear your brand’s polo or drink from your mug outside their basement? If the answer is no, your brand isn’t compelling enough.

B2B brands, stop pretending you’re not consumer brands. Humans don’t switch off their emotions at work.

Creating brand affinity isn’t reserved for consumer giants like Nike or Apple. It’s critical in B2B. Salesforce turned CRM software into a community that people proudly represent. Slack made workplace communication feel human. Adobe attracts creative talent by aligning its brand with creativity itself.

What’s stopping your B2B brand from becoming a badge of honor?

If you enjoyed this post, this content is part of a white paper on B2B Brand Identity in 2025. You can view the full white paper here.