If the terms B2B and B2C sound like Greek to you, this article is for you. While the terms are Greek, the principles of both likely are not. B2B refers to businesses that sell their products directly to other businesses, while B2C refers to businesses that sell products directly to consumers.
There is a bit more depth to the subject, which we will dive into later, but for now, that primary distinction will define the way you approach any B2B or B2C branding campaigns for your company. Your target audience needs to be defined before launching a branding campaign or rebranding your existing company.
Why? Because consumers and businesses shop for products with different approaches. Consumers can buy something the first time they visit a web page, while a business often has to get approval from other team members, the marketing department, etc. Therefore, the branding approach is different. B2B companies essentially have to pursue leads, while B2C companies focus on immediate sales.
Let’s take a minute to break down branding campaigns for both B2B and B2C companies, along with a few examples to help highlight the differences between both. While reading, keep in mind that some businesses need B2B and B2C, so if it starts to sound like you could benefit from both, you might be right.
What is B2B Branding?
B2B branding is building a brand that sells business-to-business. A great example of this is a medical supply company. Most work directly with healthcare offices and do not sell medications or medical supplies directly to consumers. Another great example would be a manufacturing company that creates white-label products to sell to retail companies to market as their own.
B2B branding requires more attention to detail because the target audience is another specialized business that wants to know the facts, details, and individual specifications of any product they consider purchasing. They also are looking to buy in bulk and often have a chain of command involved in purchase decisions.
Therefore, when building a B2B brand, you have to lean heavily on information and relationship building. A B2B customer will not purchase on their first visit and often not on their second. They will gather information, send information to others, and likely engage in several discussions with the company before finalizing a sale. The main goal of a B2B branding campaign is to communicate thoroughly, effectively, and clearly to customers. The main emphasis should be on demonstrating a strong ROI for businesses interested in purchasing a product and showcasing expertise.
What is B2C Branding?
On the flip side of the coin is B2C branding and marketing, marketing from a business directly to the customer. Customers don’t want the plethora of information that business clients wish to. They prefer less information and more bang for their money. Multiple studies have shown that customers prefer short, informal, and fun advertising over informative advertising.
Customers are more likely to make emotional decisions, so give them a tidbit of information, and if it appeals to them, they will impulsively click their way through your CTA and make a purchase. Unlike business-to-business sales, customers don’t need to ask permission to purchase, so you can close the deal in minutes versus months.
In addition, effective B2C branding is straightforward and lacks the jargon or informational quality that a B2B brand would have. Customers are used to information at their fingertips in less than three seconds. Your brand needs to match that level of communication to secure a sale. If you can’t, they will move on to another brand that can.
Where They Intertwin:
The tricky thing is that sometimes B2B and B2C branding campaigns can intertwine, posing a problem for companies trying to establish their place in the marketplace. For instance, a company that sells products to retail stores might also choose to sell directly to customers online. Kate Farms is an excellent example of a brand that built its business around selling medically approved food supplements to hospitals, DMEs, and nutritionists and selling directly to consumers. It is good to consider several branding campaigns launched in different formats for each potential business sector in these instances.
