Rely On Manufacturers When Private Branding

The third part of this four-part article examines the manufacturer’s role in private branding.

Building a successful brand is a significant financial investment, which is one of the reasons distributors recommend starting slowly with a few top sellers. In addition to paying fees and satisfying regulations, distributors must design the product’s logo, labeling and packaging, as well as any accompanying literature. Fortunately, manufacturers are more supportive than ever before.

“Many manufacturers today are more efficient at private labeling,” says Holland. “They’ve really helped distributors with tools that weren’t available years ago to build out material Safety Data Sheets, labeling, marketing pieces and digital graphics that can be uploaded to the website.”

Rebranding an established line can be equally challenging. Betsy Parks, who recently took ownership of Chemical Maintenance Inc., Champaign, Illinois, says the company is in restructuring mode — a process that has involved updating the company’s logo and changing the look of its brand and website. She admits it’s been a huge undertaking, but it hasn’t deterred the company from its goal: to continue private branding more products as sales increase.

Whether the business is starting a private label from scratch, rebranding an existing line or expanding its private brand offerings, distributors should still maintain a customer-centric — rather than a brand-centric — approach to selling.

“We’re a sales force-driven organization, and our customers trust our salespeople to recommend the best product for the application,” says Melzer. “At the end of the day, that’s what we want to make sure happens. Our salespeople understand the customers’ situation and offer solutions that make them more productive, whether it’s a [private] brand or a national brand from our strategic vendors.”