As described in the business to consumer (B2C) environment, Branding is a promise made by the producer to the consumer. It remains the same in the Business to Business (B2B) environment.
In the B2B environment branding clearly sketch out the positioning of the manufacturer and its differentiating factors. The differentiators are not only confined to the quality, price or packaging of the product but it is also the sum of the other tangibles like goodwill of the company and reputation of its management.
The main purpose of branding in the business to business environment is to increase visibility to generate business leads, create a distinct position in the mind of the present and prospective customers through experience, expectations and associations.
Brand is the sum total of values, attributes, benefits and beliefs the company stands for and its role remain the same in the B2B environment. Even in business contracts people are looking for names they are aware of and feel confident about. Secondly they want to have business negotiation with people whom they can not only rely upon but also build framework to co-operate and fine tune the supply chain to deliver better products at right time to their customers.
Unlike the B2C environment, B2B is not a point of sale communication between customer and brand but the number of touch points significantly increase. The servicing agreement and other post sale measures are not only critical in B2B environment but also essential to sustain continuous flow of business.
Spending on branding in the business to business environment not only provide a company good footing to generate business leads but it is also essential to keep the customers coming back. Secondly branding is as important in B2B environment as in B2C environment because bad words spread rapidly in the environment where most of the players know about each other.