Emilio GarciaManaging Partner at Boundify

How Branding Impacts Demand in B2B

23 Oct 2026 · 1 min

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1:26

In this segment of Emilio Garcia’s discussion on branding and demand in B2B, he contrasts B2C and B2B purchasing environments. He explains that B2C transactions are typically smaller, more frequent, and generate abundant public feedback, making reputation and trust easier to assess. In contrast, B2B deals are larger, occur less often, and often involve confidentiality, limiting visibility and feedback. This scarcity of public data raises perceived risk and forces B2B sellers to build trust across a broader group of stakeholders, requiring more extensive relationship-building efforts.

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is B2C, because the, usually the transaction is smaller and therefore happens more frequently, have more volume to judge, right? So it's easier to evaluate the reputation and the trust of a company because you have way more transactions to look at. Yeah. Right? There's more people that can tell you if they like the experience or not. Like when you buy a book or you buy a product, There's hundreds, tens of hundreds, millions of people that can vouch or had a bad experience with the product and you learn fast. In B2B, because you have this large transaction that happens way less frequently, your market doesn't have a lot of visibility.
Mm-hmm.
Right? There's a handful of people that will have the experience to tell you. It's fuzzier to know if you had success or not. Right? Usually you'll be, it will be harder to get feedback because sometimes there's confidentiality behind it, right? Even the buyer itself doesn't wanna be known as a buyer of the product or service sometimes. So that creates a lot of risk. And as you said, therefore increases the need for more people to get involved to make, and therefore you need to build trust among a larger group of people.