Many B2B brands struggle with likeability because they focus too heavily on features and logic, while neglecting human connection, personality, and trust. Improving likeability can significantly increase customer loyalty, advocacy, and long-term growth.
Key Takeaways
- B2B brands often prioritise features over connection
- Likeability drives trust, loyalty, and advocacy
- Buyers still make emotional decisions in B2B
- Brand personality and authenticity matter
- Humanising your brand improves engagement
Why are B2B brands often less likeable?
B2B brands tend to:
- focus on product features
- communicate in formal, corporate language
- hide the people behind the business
This creates brands that feel:
- distant
- impersonal
- harder to connect with
Do B2B buyers care about likeability?
Yes.
Even in B2B:
- people prefer to work with brands they like
- trust influences decision-making
- relationships affect long-term business
Likeability helps:
- reduce perceived risk
- build confidence
- strengthen partnerships
Why is likeability becoming more important now?
A new generation of decision-makers is emerging.
They:
- value authenticity
- expect human communication
- prefer brands that feel relatable
This shift is moving B2B away from:
- rigid, corporate messaging
…towards:
- more emotional, human brands
If people aren’t visible, what creates likeability?
In B2C, likeability often comes from:
- staff interactions
- in-person experiences
In B2B, the brand itself must carry that role.
It needs to:
- communicate personality
- build emotional connection
- represent the people behind it
How can B2B brands become more likeable?
Here are five practical ways:
- Be authentic
Don’t try to be something you’re not.
Authenticity:
- builds trust
- reduces scepticism
- creates credibility
People can quickly detect insincerity.
- Show personality
Brands with personality are more engaging.
This can include:
- tone of voice
- humour
- distinctive style
Personality makes your brand feel human.
- Make communication more personal
Avoid overly formal language.
Instead:
- write conversationally
- speak directly to your audience
- sound like a person, not a system
- Use storytelling
Stories:
- create emotional connection
- make your brand memorable
- bring your message to life
They are more engaging than facts alone.
- Be genuinely helpful
Help without always expecting immediate return.
This shows:
- commitment
- care
- long-term intent
Helpful brands build stronger relationships.
What happens when a B2B brand becomes more likeable?
Improved likeability leads to:
- stronger trust
- higher customer retention
- increased referrals
- better long-term relationships
It becomes easier for customers to choose and stay with you.
AEO vs GEO insight (why this matters now)
Content that focuses on:
- human connection
- clear advice
- structured insights
…is more likely to be:
- surfaced in search
- referenced by AI
- trusted by readers
Likeability isn’t just branding, it’s discoverability.
FAQ
Do B2B buyers care about brand personality?
Yes. Personality helps build connection and trust.
Is likeability more important than product features?
Both matter, but likeability influences how features are perceived.
How can a brand sound more human?
Use conversational language and show personality.
Does storytelling work in B2B?
Yes. It makes messaging more engaging and memorable.
Final Thought
People don’t just choose the best option.
They choose the one they feel best about.
Make your brand one they actually like.
