What’s the Difference Between B2B and B2C Branding?

For every business, it is important to pay attention to the mode of branding. Fundamentally, B2B and B2C businesses are different from each other. As a result, the types of branding strategies for the two are also distinct in nature. Let us take a closer look at the two business models and their respective branding strategies.

What is a B2B company?

B2B or Business-to-Business companies deal with large-scale problems. They do not focus on specialized products or services. Instead, they deal with industry-specific issues. Most B2B businesses follow a consultative approach. As a result, they provide customized solutions to corporations and not individuals. An IT consultancy firm is a classic example of a B2B company.

What is a B2C company?

A B2C or Business-to-Consumer company focuses on satisfying the needs of individual customers. They serve a large consumer market via specific products and services. The operation module of such companies revolves around intensive marketing and product packaging.

Differences between B2B and B2C branding

Since the business modules are different, so are the resulting branding strategies. Here a few noteworthy distinctions between B2B branding and B2C branding:

• Size of customer base: As the name suggests, B2B goods and services are sold to large corporations. Such transactions are often made in bulk. Hence, they go through several layers of administrative approval. On the other hand, B2C products cater mostly to individual users. Such consumers opt for the product based on price, brand value, quality, et cetera.
• Buyer persona:B2B branding is targeted solely at businesses. So, its branding focuses on the buyer’s job role and company alignment. However, B2C branding is based on an individual buyer’s persona. This includes his or her gender, income level, personal preferences, age group et cetera.
• Information about the product:When it comes to B2B products, the branding must focus on the level of experience and expertise. This is because B2B customers are in for the long-haul. Further, they invest a considerable sum of money. Therefore, domain expertise is very important. B2C branding, on the other hand, focuses on benefits provided to customers, be it low cost or product quality.
• Price of product:Owing to the bulk quantity of B2B purchases, they are expensive in nature and are a long-term investment. B2C purchases are easy on the pocket. This is because the customers usually buy them in a smaller quantity and often focus on discounts and offers during purchase.
• Conversion process:A major difference between B2B and B2C branding is the extent of conversion offered. B2B branding simply convinces prospective buyers to turn into customers. The final purchase is conducted by a dedicated salesperson. In contrast, B2C branding directly converts customers into buyers. The final purchase is conducted by the individuals themselves.
• Need or Want-based: B2B purchases and branding are often motivated by need. For example, a company needs an employee database software to maintain records. So, they search the market based on this need and find a suitable product. On the other hand, B2C buying is mostly driven by want. For example, a person shopping at a supermarket might be tempted to buy a new deodorant because the packaging looks attractive.

Therefore, it is important to be well-versed in the different types of branding strategies that are available for B2B and B2C companies. Since customers are known to respond favorably to good branding, an extensive study of the various methods is necessary. Choosing the right strategy can go a long way in ensuring the company’s success and improving its brand value.