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Building A Brand For Your Distributorship: Some To-Dos

Do you know why your customers prefer to work with you over your competition? What does your business mean to them? If you don’t know then it’s time to start building a brand for your business.


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By their very nature wine importers and distributors play second fiddle to the brands and wines in their portfolio, often claiming they are only as good as the products they sell. Which is true to some extent, but does not tell the full story. In fact, arguably, the biggest and most successful drinks distributors are as big if not bigger than the brands they sell. It is their reputation as reliable, trustworthy, efficient suppliers that helps those wines get on to the right lists with the right customers. But how do you build your brand as a distributor?

1. What do you stand for

To answer that question you need to be absolutely clear about the kind of business you are and want to be. What sort of wines and brands do you want to sell? What sort of customers do you want? How do you want to manage the relationships you have with them? What are the values that will determine success for your business?

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