Does your B2B brand have soul? Keys to connecting without sounding generic

There are B2B brands that speak… but say nothing. They publish, send emails, launch campaigns, update their websites… and yet their message sounds exactly like every other company in the industry. In the IT space, where everyone promises “innovation”, “end-to-end solutions” and “customer experience”, many brands get lost in noise that doesn’t inspire, doesn’t engage and—most importantly—doesn’t convert.

Your customers receive dozens of touchpoints every day, evaluate suppliers quickly and look for clear signals that a brand understands their business, their channel and their challenges.

Imagine having three technical proposals from three different providers on your desk and, if you covered the logos, being completely unable to tell who wrote which one. That grey sense of uniformity, of reading “industry leaders”, “disruptive innovation” and “integrated solutions” again and again, is the daily reality of anyone making technology purchasing decisions. The problem isn’t that your product isn’t good; the problem is that your brand sounds generic.

In the B2B environment—especially in the IT sector—many companies have fallen into the trap of believing that “professionalism” must mean cold, distant and overly technical communication. Businesses hide behind acronyms (SaaS, ERP, AI, IoT…) forgetting that, on the other side of the screen, there isn’t a corporation reading, but a person. A stressed IT director, an overwhelmed marketing manager or a CEO seeking trust, not just specifications.

If your brand conveys nothing but data, you become a commodity. And when you become a commodity, price becomes the only deciding factor. To avoid that race to the bottom, you need soul.

Keys to stop being “just another supplier” and start becoming a brand that connects

It’s common to see IT brands fall into patterns like these:

In an increasingly long, digital and saturated B2B funnel, that results in fewer qualified leads, less engagement and fewer real sales opportunities.

A brand with genuine personality is not an emotional B2C-style brand. It’s a brand that achieves something far more valuable: relevance.

In B2B, “having soul” means:

1. Speaking the language of IT… but translating it into value

Your customers don’t buy APIs, cloud or automation. They buy performance, reduced friction and commercial opportunity.

- Don’t say: “Our platform enables efficient IT asset management.”
- Say: “Your team reduces support time by 40% and frees resources for sales thanks to automation.”

2. Showing purpose, not slogans

Why do you exist? What impact do you generate for partners, distributors or end-customers? Your brand’s soul lies in expressing what truly sets you apart.

In a cybersecurity vendor, for example:

- “We protect critical infrastructures” = technical.
- “We help your team sleep better by reducing real operational risk” = human.

3. Telling real stories

Use cases, lessons learned, mistakes, improvements. In IT, one practical example is worth more than 200 lines of technical features.

If a partner tells you: “Thanks to the incentive programme we’ve increased channel participation by 28%,” that builds soul… and authority.

4. Replacing jargon with clarity

There’s a myth that B2B communication must be formal, corporate and jargon-heavy. Nothing could be further from the truth. Writing naturally and simply does not undermine your authority; it proves you understand your field so well that you can explain it clearly.

A brand with soul has a distinctive voice. You don’t need to be “funny” if it doesn’t fit your culture, but you must be authentic.

- Generic: “We optimise synergies to maximise ROI through cloud-native implementations.”
- With soul: “We help you migrate to the cloud so your team works faster and you only pay for what you need.”

Clarity is the new sophistication. If you can make a complex IT concept feel accessible, you’ve already won half their trust.

5. Showing the people behind the brand

Behind every corporate logo there are engineers, consultants, developers and creatives. Hiding them is a mistake. A generic brand is an opaque glass façade; a brand with soul has transparent windows.

In the IT sector, where many communications read like technical manuals, showing your team—their ideas, how they solve problems and how they work—adds humanity and differentiation.

How to apply this to your B2B marketing strategy

On your website

• Talk about real challenges, use cases, numbers and benefits.

• Avoid pages that read like product catalogues.

On LinkedIn

• Share insights, opinions and micro-stories, not only corporate announcements.

In your campaigns

• Translate messaging into direct benefits for each profile: CIO, channel, presales, distributor…

In your events

• Offer experience, not “more presentations.”

• Emotional connection is also built in person.

In your global narrative

• Be consistent, natural and measurable.

• Your brand should sound the same in a press release as it does in a lead-generation campaign.

When a B2B brand finds its essence, something very simple happens:

And that translates into what truly matters: more qualified conversations, more conversion and more real business opportunities.

Humanising your B2B brand doesn’t mean losing seriousness or technical rigour. It means understanding that—even in million-pound IT infrastructure deals—trust plays a major emotional role.

If your potential customer feels understood, recognises that you speak their language and sees a committed team behind the technology, you stop being a generic option and become the partner they need.

Do you feel your technical communication has become too cold or impersonal?

Many B2B IT companies still communicate from a product-first mindset with messages like “we are leaders in innovative solutions,” which say little, sound generic and fail to connect.

Meanwhile, brands like HubSpot communicate with clarity, real examples and a tone that’s effortless to understand. For example:
“Your team doesn’t need more tools, but more time. Our CRM reduces repetitive tasks so you can focus on what truly matters: talking to customers and generating business.”

That’s the path to building a brand with genuine personality.

At PGR Marketing & Tecnología, we know how to translate the complexity of your IT solutions into messaging that connects, inspires and—above all—converts. Don’t let your brand be just another name in the crowd.