Authenticity is crucial, but how do you express it without sounding cliché or trite? The answer starts with getting specific about the moments your audience has with your brand that make your version of authenticity “one of one.”

Dig beyond the feature set and into the moments of use. Take a catalog of the idiosyncrasies, emotions, feelings and expressions that your audience experiences only with your brand and not with competitors. Encapsulate the attributes, imagery and style that bring these unique experiences to life. From here, take action by sharing these real stories in your communications. Ultimately, relaying these relatable experiences will go a long way in helping your audience understand your unique version of “authenticity.”

For example, if you were a marketer in the small business insurance industry, where trust is paramount, a company could define its brand authenticity around its physical commitment to being there for its clients in times of need. Bringing this to life could involve digging into the real moment and surrounding emotion when a policyholder reaches out to their insurance provider for help. This could take the shape of sharing a story of the insurance company visiting a small business off-hours to help an overworked business owner through the logistics of a new policy. This authentic story, shared through marketing channels, could showcase the insurer’s purpose in providing more than just monetary support. By focusing on genuine moments like this, the insurance company can show its own version of what “authenticity” means, fostering a deeper connection with current and prospective clients.

When adding these approaches to your B2B communications, you’re not just selling to businesses, you’re connecting with the human beings behind them.