Earlier this month, I talked about building a brand identity with brand strategy for B2B (business-to-business) applications. It only makes sense that I now bring you the features of a B2C (business-to-consumer) brand strategy.
When dealing with individual end users, as opposed to corporations, your brand strategy must appeal to a whole different set of ideals. The emotional base of a target audience such as this is unique, as is its members’ reasons for buying.
What Makes a B2C Brand Strategy Unique?
Here are some considerations that How to Build a Brand recommend you make when building a brand strategy for B2C:
- Your target market should be identified with the understanding that it will be much larger than a B2B market. In most cases, a B2C brand strategy must allow for a large number of small sales, as opposed to a small number of large sales. This doesn’t mean that a smaller profit margin should be expected; it simply means that the brand strategy must be adjusted to accommodate a short sales cycle and a highly efficient method for moving customers through the purchase spectrum. The sales process will be short, will probably consist of a single step, and should cater to impulsiveness.
- The branding flavour of a B2C should be about the product or service and its benefits, as well as tapping into the motivational emotions of the individual buyers – all of which should, in large part, overshadow personal relationships. Remember that the majority of purchases will be the products of spur-of-the-moment decisions.
- The worth of the transaction should be put upon a pedestal, highlighting the value of the product or service and the prestige, peace-of-mind, or comfort that comes with owning it. Remember that B2C purchases are largely emotional, with decisions being made based on how the brand makes consumers feel. Know your audience, know what feelings are most valuable to them, and create experiences that satisfy those needs.
- Value is more significant than price point. In fact, value doesn’t mean that your product or service is the cheapest. It means that your customers feel they are getting the most out of the money they’re spending. This has less to do with the actual product than it does with your brand strategy.
- Activities and promotions should be coupled with product or service purchases. Experiential branding and marketing marries great experiences and memorable moments with your product, meaning that whenever your customer sees, hears, smells, touches, or tastes your product, a memory anchor will go to work, associating good times with your brand…and whenever that customers wants to experience those feelings again, guess where he will go?
- Brand awareness is integral to B2C sales. The reputation of the brand often precedes sales, and is therefore the first step in establishing brand loyalty. B2C brand strategy should move potential customers from awareness to trust to purchase. And remember: not all loyalty comes with purchase. Some of your brand’s best proponents will be those consumers who have not yet bought into your brand – they’re either in the funnel or they’re working to spread the word about your brand.
A brand strategy for a B2C application should focus on building brand awareness in the market, making conversions quickly and dependably, and fostering a reputation that promotes loyalty.
Not sure if your brand is a B2B or a B2C? Get in touch and we’ll use our branding expertise to give you the type of branding advice that will not only identify your target market, but will get them to notice your brand.
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