What is the first thought that comes to your mind when you hear the word ‘brand’? Do you think of Nike, Adidas, Reebok, or Gucci? If yes then have you ever thought why these companies hold a special place in your mind while millions of other companies, providing similar or even better quality items, don’t? This is because these companies have worked hard to earn worldwide recognition by working diligently on their brands.
Brand building is not a piece of cake!
Brand building is no longer a piece of cake! Increasing competition has revolutionised the old brand building process. Now mostly entrepreneurs who enter the competitive wholesale markets are bound to enter the saturated markets, where it has become really hard to earn recognition. The only way out to lay a strong foundation of the business is to enter the market with a sound and unique brand building strategy.
I personally know many Wholesale Supplierswho tried their luck in the modern wholesale industry. They failed in marketing their brand effectively and had no other option than to leave the industry with a heavy heart. No brand! No customer! No business! This is what happened to them. Interviewing each one of them separately has helped me learn many facts, which became the primary reasons of their failure. In the light of those facts, I have compiled the following list of things that you need to avoid while trying to build a brand.
What not to do?
It’s really important for wholesale suppliers to understand what not to do before they start to work on their brand building strategy. It helps them to know what they should do to be successful. This is true that not every marketing strategy is for every business but yes, there is wrong implementation of certain basic marketing strategies that often lead to failure. Let’s explore what they are!

Spending all money on product!
Some wholesale suppliers spend all of their money on Wholesale Products and forget about their advertisement and marketing. The demand of the product can never be created unless you spend on advertisement and marketing. Even the excellent products are unable to create their own brand unless you spend good money to get the word out about your products.
The best strategy is to spend money on the quality, price and other features of the product but also allocate good sum for advertisement, without which no one would come to buy. Similarly don’t spend so much money on advertisement when it is not backed by a powerful product. Always keep a balance between the budget you allot to the product and its advertisement.
Brand building though discounts!
This is such a big brand building blunder that has caused many wholesale suppliers to kiss goodbye to their businesses. In order to capture a large portion of the market, some wholesale suppliers offer extraordinary bargains and discounts. Though bargains and discounts help to win prospects but they also initiate unhealthy price competitions as result of which many wholesale businesses are forced to leave the industry.
The best way is to add value to your wholesale products and then demonstrate it to the potential prospects and customers. Heavy discounts are only advantageous but only for a short term. In the long run, they hinder suppliers in widening their profit margins.
Using social media for promotion!
In this digital age where customers of all types of wholesale businesses are found on internet, social media is the best channel to build your brand and cement it in the mind of your audience for a longer period of time. Unfortunately using these channels in the wrong way could proof deadly for your business. Those who say and use social media for promotion of their wholesale products are wrong, since it’s mainly a platform where suppliers can socialise with their customers.
In order to build your brand through social media, try to expand your fan base through content, giveaways, and casual interactions, commenting and liking the pages of your friends and inviting them to like yours. Also promote your products though social media but keep socialising as the primary purpose for using these platforms.

Author's Bio: 

William King is the director of Wholesale Products, Wholesale Suppliers and Wholesale Supplies. He has 18 years of experience in the marketing and trading industries and has been helping retailers and startups with their product sourcing, promotion, marketing and supply chain requirements.