Living Stone blog 3

 

 

All Posts

Branding for B2B vs. B2C: a lot more than a one-letter difference

The concept of branding started with our ancestors "branding" cattle so they could easily pick their own animals from a larger herd. Today, a "brand" stands for much more than the mere identification of a product. With a good brand, you can create an emotional bond between your product and your customer. 

When we say "brand," we usually think of products from the retail sector: breakfast cereals, soft drinks, electronics, etc. You immediately see their colorful packaging, including graphic or cartoon elements. They attract the eye and your hand reaches out naturally … which is of course the intention. These types of brands tell a very simple story. Look at me! Buy me! With me you're going to have fun, or a great taste experience! The message is aimed at quickly grabbing attention and closing the sale.
Products destined for sale to other companies or organizations, i.e. B2B products and solutions, also need a brand and a story. A colorful logo alone is not sufficient for products intended for sectors such as technology or healthcare. The more complex nature of both the products themselves and their sales process requires marketing that is more nuanced and complicated.

4 main differences between branding for products that companies want to sell directly to consumers (B2C) and for those they offer to other companies (B2B):

1. Marketing aimed at an individual vs. to a team. The marketing of a consumer product focuses on a single person: an individual looking at products that are displayed on a store shelf or presented in an online catalog. B2B products, on the other hand, need to appeal to an entire team that is involved in those kinds of decisions.


2. Marketing aimed at emotion vs. analysis and assessment. B2C marketing is in some ways a lot easier. In fact, the emotional satisfaction you get when you choose that product - say, drink a particular soft drink - is almost more important than the product itself. B2B marketing needs to be a lot more strategic.


3. Marketing to delight the eye vs. marketing to persuade the brain. For B2C products, logos and colors perform most of their job in-store. In a B2B context, brands, colors and logos have a much more complex function to fulfil.


4. Marketing that starts with the visual aspect vs. marketing that ends with the visual aspect. In B2C marketing, the visual elements are at the forefront. The story follows. For B2B, you have to reverse the order and work out the story first.

Want to know more about the 4 main differences between branding and positioning for B2B compared to B2C? Our info sheet goes into more detail.

Download the info sheet here

 

 

Anne-Mie Vansteelant
Anne-Mie Vansteelant
COO | Managing Partner at Living Stone

Related Posts

Meet MUM: Google’s new game-changing algorithm

Some updates to Google’s algorithm have a bigger impact than others. With the rollout of BERT (Bidirectional Encoder Representations from Transformers) in 2019, Google’s algorithms went from simply understanding words to being able to understand the context that the words were in. For example, think about how the meaning of the word “bank” differs in these sentences: I am going to the bank. / I am standing on the bank of the river. Thanks to the BERT algorithm, Google recognizes these nuances, and is able to provide search results that more closely align with the subject being searched for, providing the searcher with information that is more relevant.

Customer lifetime value emerges as top KPI

According to the experts at Marketo, marketers can expect to see a significant shift in marketing priorities over the next couple of years. The marketing automation company surveyed over 700 marketing execs and CEOs for their views on how marketing KPIs, required skillsets and technology tools will change by the year 2025. The surveyed marketers ranked customer retention, lead generation and customer lifetime value as their top three KPIs today (in that order). By 2025, they forecast that the order will switch, with customer lifetime value taking the lead at spot number one, followed by customer retention at number two (and lead generation will drop down to spot number six.)

Commercializing a new medical device? 3 critical success factors to consider

Launching a new medical device is a complicated process. First, of course, you have to come up with a concept. What do you want your technology to do, and how will it do it? There’s that initial period of blue-sky thinking and prototype development, where you refine your technology and determine whether it’s viable. Then, once you decide to move ahead with commercialization, and you’ve achieved your safety and efficacy goals, the pace picks up, and suddenly you’re on a fast track to your launch target date.