By Samuel Thimothy, VP at OneIMS.com, an inbound marketing agency, and co-founder of Clickx.io, the digital marketing intelligence platform.

Boring. That’s how people generally describe most of the B2B content they see online.

It’s no secret that the B2B world can feel quite stiff sometimes. And while we all technically know it doesn’t have to be this way, most of us find ourselves defaulting back into the same writing patterns.

And it’s easy to see why.

Even if you do want a fun tone in your marketing material, there are still some standards you need to follow. You must remain professional at all times. But it doesn’t mean you can’t be interesting. It doesn’t mean you can’t be engaging and authentic.

By making business interactions feel more natural, you create a better experience for your customers and improve your brand’s digital image.

The good news is that your brand’s voice is already there. You don’t have to worry about creating it–you only need to uncover it.

Why Brand Voice Matters For B2B

A couple of reasons.

First off, it sets you apart from everyone else. The more distinctive you are, the better. A unique brand voice will help you stand out from competitors and show off any advantages that set you apart in a crowded marketplace.

Next, it makes you look more trustworthy.

Whatever you say to your customers is always up for interpretation. You never know what they’ll hear in the sense that you can’t guarantee they will understand your words in the way you intended. By using an intentional voice, you can ensure that your customers get a consistent message from your team on every level.

Finally, it makes you relatable. A friendly, approachable voice will make customers want to spend more time interacting with you. When they feel like their needs are being met and understood by the brand, they are more likely to open emails or check out your content. And if the latter solves their problems, it’s a win-win situation.

Finding Your Brand Voice: Where To Start?

Take a look at your brand’s voice and tone. Review what you are currently doing, as well as how it’s being received by the audience that’s interacting with it. This will help you understand if there is room to improve.

And also take your time to do some research. Get feedback from colleagues and customers. Once you know what needs to be refreshed, you can start working on your brand voice guidelines to later share with all of your customer-facing teams.

The guide is also beneficial for anyone who produces content for you, including freelance copywriters and graphic designers. It will ensure your marketing messages are consistent.

Here are a few more tips.

o Define your brand personality.

Whether B2B or B2C, every brand has its own personality. Marketers often identify theirs by using Jungian archetypes. These are the universal characters that reside within our collective unconscious. We all have recognizable associations with them without even thinking about it.

o Write as you speak.

B2B content becomes boring when writers forget they are actually communicating with humans. You’re talking to people, not a “business.” And only people will decide whether your solution is the right one for their company.

o Adapt your language to your audience.

It’s easy to assume that your readers know as much about your product and industry as you do, which is not always the case. But you also don’t want to talk down to a sophisticated audience. Use a tone that matches their knowledge level.

The voice of your brand will change as you do, so it’s important to make sure it remains relevant to the customers and industry. Evaluate it every year, perfect it, refine it. Your customers will appreciate it.