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The difference between B2B and B2C branding

When you started your start-up, it was probably clear to you from the beginning whether your product or service was aimed at B2B or B2C customers. But what’s the difference between B2B and B2C branding? That’s what this article is about.

The differences in B2B and B2C branding

Whether your start-up/scale-up is aimed at B2B or B2C makes a big difference. Because you’re dealing with completely different target groups. Even though B2B and B2C branding are certainly becoming more and more similar in today’s world, we would like to show you a few typical characteristics so that the difference between B2B and B2C branding becomes clearer.

Classic features for B2B companies

B2B companies are often very complex and specialized in offering suitable or individual solutions for their customers. In addition, customers in B2B tend to pay higher prices than in B2C. Another point is that B2B companies have a need and are looking for a suitable solution.

Classic features for B2C companies

B2C companies often appeal to a broader audience. People buy products based on impulses and increasingly ask themselves who they want to be. They ask themselves which group of people they want to belong to who also buy this brand and want to live a certain lifestyle.

Therefore, B2C companies rely heavily on emotional connection, which often leads to a different approach to customers. But it would now be wrong to say that the customers of B2C companies or brands have no needs. The same rules apply there as with B2B companies because there too, in addition to emotionalization, the aim is to make customers‘ lives better.

B2C and B2B branding today

Although there are differences, B2B and B2C branding are becoming more and more similar today. One foundation that every brand is built on, whether it’s B2B, B2C or even D2C, is trust. Trust is the highest currency a brand needs. Moreover, B2B companies are also just people and have needs and values just as B2C customers do. That’s why it’s all the more important today to develop emotional brand communication there as well, in order to emotionalize towards their customers as well.

What seems easier at first in B2C, it is just as possible today in B2B to take a clear stance, tell a story and build a community. In a workshop together with Marty Neumeier, this was confirmed and it was only shown that there are differences today in the touchpoints of a brand.

The differences lie in the touchpoints

As already mentioned, successful brands are based on trust. They achieve this by delivering on their promise, being credible, delighting customers, and connecting emotionally with others. But there are differences, as Marty Neumeier says, in the touchpoints. The touchpoints of B2C products as well as services tend to be visible to their customers. In addition, their customers trust the brand. In B2B companies, on the other hand, the touchpoints tend to be invisible and the customers trust the employees.

Invisible touchpoints are also the vision, mission, values and purpose that a company has. On the other hand, visible touchpoints are the brand identity, offline ads, websites, stores, and packaging.


The difference between B2B and B2C branding is becoming smaller and smaller today. Although the products, services and customers differ from each other, emotionalizing a brand is becoming more important. Startups that tell their story as a brand and build a connection with their target customer group will be able to build not only enthusiastic customers, but also loyal customers and thus a community that prefers their own brand

Marcel Schubert ist Brand Strategist und CEO der disruptiven Branding Agentur burnt GmbH.
Marcel Schubert
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