Branding and positioning are more than just a name, logo, slogan, and design. It’s also about attitude, unique ideas, employees, products, services, innovation, and business models. Last but absolutely not least: a brand is about customers. Because at the end of the day, they decide if they want to use a product or service. And they make that descision every day again.

To approach these customers, it’s very important to make differences between branding for products sold by businesses to consumers (B2C), and products sold by businesses to other businesses (B2B). This checklist discusses the different branding & positioning strategies between B2B and B2C.