Modern B2B buying is full of contradictions. Buyers are doing more research on their own, but they still crave human connection. With over 80% of buying decisions made before a buyer even reaches out, our ability to build both brand and trust early isn’t just helpful—it’s essential.
This is the final post in our blog series exploring how websites can win in the new B2B world. We’ve already covered why underperforming websites lose deals and how video can help buyers move through their journey to purchase.
Now, we’re diving into why brand and trust are inseparable—and how video helps us build both in the critical early stages of the buyer journey.
Why building brand and trust early matters
A strong brand and trust have always been important, but the timing has changed. Buyers now expect brand and trust to be established long before they meet our teams. Here’s why:
1. Decisions happen before sales
- 70% of research happens online, independently, often anonymously
- 81% of vendor decisions are made before first contact
- Buying teams (usually 11+ people) need to trust us during their “silent research” phase
- If brand and trust isn’t built early, you’re not making the shortlist
2. AI is becoming more powerful
- Buyers face a flood of AI-generated content.
- Automated interactions dominate early touchpoints, making authentic, personal content stand out even more.
- Our first impressions happen through content, not conversations— let’s make it count.
3. Competition is fierce
- Everyone sounds the same—features, benefits, promises
- Buyers are overwhelmed by noise and look for brands they feel they know and can trust
- If you wait too long, you’ve already lost the opportunity to stand out
Building brand awareness creates familiarity, and building trust cements confidence. This combination gives buyers the clarity they need before they even consider reaching out.
Why video is the best tool for brand and trust
Videos starring your real team work better than any other tool because it builds connections, earns trust, and makes your brand memorable—all during the silent buyer phase. Here’s why:
Real people share their expertise: Video lets buyers see the people behind our brands—the experts who can solve their challenges. By sharing insights, walking through solutions, or showcasing unique expertise, our teams become a trusted authority. Few other forms of content build credibility as effectively as video.
Brand personality comes to life: Through tone, visuals, and storytelling, video shows buyers what our companies stand for and how we’re different from competitors. It’s not just about features—it’s about creating a memorable impression that resonates with our audiences emotionally.
Trust is built at scale: Video lets buyers feel like they’re meeting our teams, seeing our solutions, and engaging with our brands on their own terms—even in the middle of the night during their independent research. This consistent, authentic presence builds trust long before the first conversation.
How to build brand and trust with video
To truly make an impact during the silent buyer research phase, your videos need to inform, engage, and connect. Here’s how to create video content that builds both brand recognition and trust:
1. Share stories that resonate
- Highlight your company’s values and mission through authentic storytelling.
- Feature customer success stories or team spotlights to create emotional connections and show the real-world impact of your solution.
- Skip the polished, corporate tone—authenticity always wins.
2. Show, don’t tell
- Use product demos, behind-the-scenes insights, or educational content to explain your capabilities.
- Break down complex ideas visually, making them easier to understand and more engaging than text-heavy documents like whitepapers.
- Let your team’s personality shine to make your brand feel relatable and trustworthy.
3. Be authentic and fun
- Skip the scripts and focus on being natural and conversational.
- Show some personality—whether it’s humour, warmth, or your team’s quirks, buyers connect with genuine human moments.
- Authenticity builds trust far more effectively than polished, overly produced videos.
4. Prioritise short, shareable clips
- Break content into snackable clips that are easy to share across buying teams.
- Keep videos short and punchy: 30 - 90 seconds; respecting buyers’ time while still delivering value.
5. Stay consistent across videos
- Use a cohesive design, tone, and messaging in all your videos to strengthen your brand identity.
- Ensure every video reflects your company’s values and voice, creating a memorable and recognizable experience.
Start Building Trust Today
Buyers are 70% of the way through their decision-making process before your sales team enters the picture. If your brand isn’t building trust early, you’re missing the chance to connect when it matters most.
The good news? Video can change that. It’s engaging, personal, and creates connections no other format can match.
