Who Should be The Face of Your B2B Brand: using Video to Build trust

Are you using video to build trust?

Are you using video on LinkedIn to build trust?

Are you using video on LinkedIn to build trust and grow your business?

Video is not just content; it is conversion fuel.

66% percent of businesses use video to build trust, and 94% of B2B marketers say trust is the key to brand success.*

Caution! Showcasing one charismatic founder is not a strategy. Buyers want to see real people doing real work. Trust is built through people, not just personality.

That is why every brand needs a face or two or three.

Because (and I truly believe this) there isn’t just one right face.

There are right voices for specific moments, audiences, and goals.

When you match the messenger to the message, trust grows faster and content performs better.

The video shortlist: internal vs. external voices

If you’re mapping a video strategy for your B2B brand, start by looking at both your internal as well as external voices.

My suggestion is to pick one or two people to start, and test their video presence first, then add more voices as you see success with your videos.

The face of your brand: Internal voices

Those voices include people like

• CEO or Founder

• Other C-suites and stakeholders

• Employees

• Sales team members

• Marketing team members

• HR or culture leaders

The face of your brand: External voices

Depending on the size of your B2B brand, drawing from external voices could be a fairly simple first step. The most likely scenario in my mind is reusing or repurposing UGC (User-Generated Content) that is already online.

This list includes

• Customers (past, current and potential)

• Brand Ambassadors

• Vendors

• Influencers

• Brand Partners

Choosing the right face for the right job: using Video to build Trust

There are many ways to pair a person with a type of video when you’re planning your next video series or campaign.

To make this step easier, I've created these 'pairing rules'.

If you want to...

• Build trust with new prospects: Choose a founder or a respected customer. Founders share vision and values. Customers transfer credibility faster than any ad because people trust peers over brands.

• Explain complex products: Ask your product marketers, solutions engineers, or power users. Clarity beats charisma, most of the time. Some personality has to show through the educational piece.

• Boost demand while shortening the pipeline: Activate your sales team. Short problem-solution clips, FAQs and objection-handling videos filmed by your sales reps will move deals forward.

• Communicate values, benefits, and belonging to attract and retain talent: Employees telling real stories and showing what it's really like to work for your brand, beats corporate copy every time.

• Grow authority by co-hosting CEO conversations with a strategic partner or industry creator: This gives your audience fresh perspective and you borrowed reach.

How to get your first video published THIS week!

Kicking off a new project can feel daunting, but this next framework is meant to get you from idea to video in under an hour. Seriously, it can't be much easier. (And please don't overthink it!)

There is no fancy gear, your smartphone will do just fine, and no perfect script! Define the roles, tell honest stories, and hit record.

Use my framework as your quick checklist before you film the next clip.

1. Define the moment. Who is this video for, and what do they need right now? Are we talking awareness, evaluation, adoption, or expansion? Name it so that the story you are about to tell, will be the one you need to be telling.

2. Match the messengers. Pick one internal voice and one external voice your audience already trusts, or if this is your first ever video, make it people your audience actually wants to hear from, keeping it human and balanced.

3. Script the truth. I recommend using bullets for your story vs. a full script. Cut out industry jargon, instead talking to the screen like you would to a customer on Zoom.

4. Film fast, improve later. Batch several recordings, as setting up your set takes time. Aim for 60 to 120 seconds per clip for LinkedIn (if that's where you want to start). Ideally you'd record both vertically and horizontally so you can publish everywhere, but if that's not possible, start vertically. Be in good lighting (if indoors fails, go outside!), and steady your shots.

5. Measure what matters. Once you have published several videos, look at your analytics. Views are nice, but they are not the goal. Instead, look at overall watch time, increase in inquiries, LinkedIn replies or DMs, and increased revenue.

While video marketing isn't an instant fix to previously published bad content, it can enhance your overall online presence quickly.

Oh, and don't forget, emotionally charged content will hit home faster.

Try humor, empathy, relief, curiosity, hope, belonging, pride, humility and hope. You get the idea, right? The word here is try. Test what works best for your audience and do more of what works, less of what flopped.

Keep showing up as the beautiful human you are.

If you ever need a quick gut check on your roster of faces, I am ready to chat!

Cheers,

Dorien

PS I presented this topic at Humanize Your Brand 2025.

It's a 20-minute conversation about how to get started and buy in. Watch the full video on my YouTube channel!