people, products and, of course, brands. Brands are kazakhstan phone number resource promises that “maybe” become realities over time with the correct involvement and strategic coherence of a company in its way of doing things, if not… they will be simple intentions. Customer experience is a great way to ensure, in the eyes of your customer, that what you promised them with your brand will come true.
B2B/Industrial and B2C brands differ from each other in several aspects. Firstly, the nature of the B2B world tells us about a long-term, high-risk purchasing decision, as the purchase quantities are large and there are opportunity costs. Many people are involved in the decision, the future relationship will be more continuous, the weight of people is (paradoxically) much higher than in B2C, especially due to the work of the salesperson. Lastly, word of mouth has a greater resonance as it is a more limited world. In the B2C environment, on the contrary, we are talking about a purchase decision that is often impulsive or short-term, with little risk, few people making decisions, a shorter relationship with the product, people have less impact on the customer experience (distribution networks are the ones that bring the product closer) and word of mouth also counts for a lot.
For me, the main difference is in the positioning in the mind of the client. B2C brands are usually based on a single, rather emotional aspect (security, quality, fun, etc.), but in B2B we can recognize several (rational and emotional) aspects that coexist at the same time (technical solvency + sector tradition + innovation, for example).
All of this has a direct impact and relative importance when making decisions where the B2B/Industrial meaning or brand has a greater weight at the time of the B2B decision than the B2C meaning or brand at the time of the B2C decision. Undoubtedly, in both cases we are talking about “trusted stores” but based on different aspects. Let's delve deeper into Industrial brands.
In my own experience with the B2B or Industrial brands I have collaborated with, each one has its own recognizable personality (sometimes not so proactively worked on but transmitted through values deeply rooted in people) and going beyond its message and promise, its effectiveness is based on a reputation over time implemented in:
