Are you struggling to develop a unique and memorable brand voice? 

You are not alone. 

In a saturated B2B marketplace, it is more important than ever to stand out and connect with your target audience meaningfully. That’s where your brand voice comes in.

Your brand voice is the tone and personality of your business, and it is an essential part of your overall brand identity. But how do you create a brand voice that truly resonates with your customers? In this article, we will explore the concept of B2B brand voice and types of brand voice and share the best brand voice examples in the B2B space.

From the authoritative and educational voice of Moz to the conversational and approachable tone of Buffer, we will take a close look at how these companies have developed a unique and effective brand voice. You will have a better understanding of what makes a great brand voice and how you can create one that speaks to your target audience.

So, grab a coffee and settle in — this guide is going to help you find your brand voice and take your B2B marketing strategy to the next level. Let’s dive in!


Why do you need an impactful B2B brand voice?

First and foremost, your B2B brand voice is how you communicate with your customers. It’s the personality and tone that defines your business and sets you apart from the competition. Without a clear and consistent brand voice, you risk confusing or alienating your target audience.

A consistent brand voice also helps you build trust and credibility with your customers. When you have a consistent tone and messaging across all channels and touchpoints, you create a sense of reliability and dependability that can help drive customer loyalty.

Also, a strong and consistent brand voice can help you connect with your target audience on a deeper level. By speaking their language and addressing their pain points in a consistent and authentic way, you can build a lasting relationship with your customers and drive more sales and revenue.


Top 5 types of brand voice for B2B

types of b2b brand voice


A professional B2B brand voice is authoritative and knowledgeable. B2B companies often use it in industries like finance, law, and healthcare. A popular example of a professional brand voice is Deloitte, which uses a tone of expertise and authority in its content.



Friendly types of brand voice are typically warm and approachable. B2B companies often use it in technology and marketing. A popular example of a friendly brand voice is Mailchimp, which uses a tone of humor and approachability in its content.



A conversational brand voice is informal and relaxed. B2B companies often use it in software and education. A popular example of a conversational brand voice is Slack, which uses a tone of casual conversation in its content.



Authoritative types of brand voice are confident and assertive. B2B companies use it in consulting and engineering. A popular example of an authoritative brand voice is McKinsey & Company, which uses a tone of expertise and authority in its content.



A thoughtful brand voice is introspective and reflective. B2B companies often use it in sustainability and social responsibility niches. A popular example of a thoughtful brand voice is Patagonia, which uses a tone of environmental awareness and responsibility in its content.


Best brand voice examples


For creating a brand voice that resonates with its audience, Mailchimp is one of the best brand voice examples in B2B out there. From the moment you land on their website, it is clear that Mailchimp has put a lot of thought into their brand voice.


One thing that sets Mailchimp’s brand voice apart is its friendliness. From the copy on their website to their social media posts, Mailchimp uses a tone that is warm and approachable. They often use humor and clever wordplay to make their message more engaging, which is why they have built such a loyal following.

But it is not just about being friendly — their B2B brand voice is also consistent. They use the same tone of voice across all of their communication channels, from their website to their email campaigns. This consistency helps build trust with their audience and reinforces their brand as a reliable and trustworthy partner.

Another way Mailchimp stands out with their brand voice is by making complex concepts more accessible. Their blog is full of helpful articles that break down complicated topics in a way that’s easy to understand. This is a smart approach for a brand that serves small business owners and entrepreneurs who may not have the same level of marketing knowledge as larger companies.



In B2B brand voice examples, one company that really stands out is Slack. From the moment you use their messaging platform, it is clear that Slack has a straightforward, simple yet helpful brand voice.


A key feature that makes Slack’s brand voice so effective is how it cuts through the noise. In a world where we are bombarded with information, Slack’s brand voice is clear and concise. They always focus their messaging on what you need to know, with no unnecessary fluff. This approach not only helps users get the information they need quickly but also reinforces Slack’s brand as a company that values efficiency.

But it’s not just about being simple — Slack’s brand voice is also incredibly helpful. Whether you’re using their platform to communicate with team members or accessing their help center, everything is designed with the user in mind. Their messaging is always neutral yet approachable, which makes it easy to ask for help if you are feeling stuck.

This approach to their brand voice is part of Slack’s mission to make people’s working lives simpler, more pleasant, and more productive. By keeping their messaging straightforward and helpful, they can reinforce this mission and build a brand that people love and trust.



One of the more known B2B brand voice examples is HubSpot. They have built a brand that’s both authoritative and helpful, which has helped them become a leader in the marketing industry.

What sets HubSpot’s brand voice apart is their confidence. They know marketing inside and out, and their brand voice reflects that. When you read their content or speak to their team, you can tell they know what they are talking about. Their assertive tone, which gives their audience the impression that they are a reliable and knowledgeable source of information, reinforces this confidence.

But HubSpot’s brand voice is not just about authority — it is also incredibly helpful. They create content that’s designed to educate their audience, whether that’s through their blog, email marketing campaigns, or other channels. Their goal is to empower their audience with the knowledge they need to succeed in marketing, and their brand voice reflects this commitment to helping others.

One way HubSpot achieves this is by making complex marketing concepts more accessible. They break down topics like sales and marketing strategy into easy-to-understand guides, which help their audience feel more confident in their abilities. This approach not only reinforces their position as an expert in their field but also helps their audience feel more empowered to tackle marketing challenges on their own.



One of the top B2B brand voice examples, Moz is a company that deserves serious recognition. Moz’s brand voice is personable, approachable, and full of character.

What sets Moz apart from other B2B companies is their use of humor and relatable language. Their content is written in a way that feels like you are having a conversation with a friend. They use examples and anecdotes that are easy to understand and relatable, which helps to break down complex marketing concepts into digestible pieces.

Another standout feature of Moz’s brand voice is their commitment to transparency. They are open about their mistakes and lessons learned, which helps build trust with their audience. They also use plain language to explain technical SEO concepts, which makes it easier for marketers of all skill levels to understand.



Buffer is a company that’s known for having one of the best types of brand voice around. Their brand voice is friendly and focused on providing value to their audience.

One of the standout features of Buffer’s brand voice is their use of storytelling. They create content that tells a story, whether it is through case studies or personal anecdotes. This approach helps to humanize their brand and makes it easier for their audience to connect with them.

Buffer’s commitment to transparency also characterized their brand voice. They even share their learnings with their audience. This approach helps them build a solid rapport with their audience and reinforces their position as an expert in social media marketing.


Learn from the best brand voice examples to up your B2B marketing strategy

The examples discussed in this blog show the power of a well-defined brand voice in a B2B marketing strategy. Each of these companies has found a unique voice that resonates with their audience, whether that’s through authority, helpfulness, humor, storytelling, or transparency. 

By creating a consistent brand voice that aligns with their values and mission, these companies have been able to build strong relationships with their customers and establish themselves as leaders in their respective industries.


Need a B2B writer to implement your brand voice in your long-form content? Let’s talk!