Business customers today are more likely to research manufacturers, sellers, and distributors. They can go online and look at their prospective partners’ websites or check e-commerce platforms to learn about their offerings. Customers can also procure materials independently; many B2B businesses use digital channels to complete transactions. The chemical industry is no exception, and the pandemic has only accelerated the trend towards digitalisation.
Still, moving online does not mean that business models will instantly change. Relationships are essential, and digital solutions will modify—not eliminate—those connections. Chemical companies will also have to be proactive about the threats that online B2B poses. One of the measures they must take is online brand protection.
The Importance of Chemical Company Brand Protection
The chemical industry spans the entire world since chemicals are in everything we manufacture. Cosmetics, consumables, animal nutrition, pharmaceuticals, electronics, and construction use chemicals like agrochemicals, polymers, paint, and many others. However, though they make manufactured products better, misuse or mishandling can cause health or safety issues.
Making chemical products needs precision. Unlike knockoff bags or clothes, counterfeit chemicals can affect the end user in unpredictable ways. So, buyers need to get reliable suppliers and ensure that the supplies they get are genuine.
A B2B chemical company will go through product development, production, quality control, procurement, approval, payment, and distribution, which is challenging to move online. Most chemical companies, as a result, rely on direct sales and distributors. A digital presence, however, will help their marketing and sales considerably.
IP Infringements in the B2B Chemical Industry
The various innovations and products in the B2B chemical industry necessitate protection against intellectual property infringement. Brand abuse can and does happen. Unscrupulous sellers ride on property rights, imitate products, and co-opt online marketing materials that legitimate brand owners use. They have a competitive advantage since they don’t spend on R&D, brand building, and quality control.
People gravitate toward success, and when a brand has created value, there will be people who would want to take the short route to success and use it for their ends. A counterfeiter who uses your name on poorly-made products will damage your reputation and your revenue, so it is in your best interest to protect your brand from them. You do not want consumers to associate your name with poor quality.
Brand Protection for B2B Chemical Companies
The chemical business is regulated and contract-based, and it has traditionally used direct sales. Digitalisation is changing these practices. It makes things easier for collaboration and closing with partners, but it also exposes chemical companies to counterfeiters. A company that wants to discourage counterfeiting would need to be proactive about protecting its brand.
There needs to be zero tolerance to illicit sellers, and cybersecurity specialists can help with that. Some companies use technology and expert analysis to provide B2B chemical company owners with the insights they need to take action against these counterfeiters.
Businesses today are moving online, which makes collaboration and international transactions convenient. However, digitalisation brings with it new challenges, like susceptibility to counterfeiters. A chemical company that wants to establish an online presence for the long term should consider hiring cybersecurity experts to secure its reputation and protect its partnerships.
Ensure safety for both your brand and your business partners when you hire FraudWatch International. Our brand protection solutions ensure that your B2B enterprise stays protected against online brand damage and cyber threats. Contact our team for enquiries!