Create your own brand. If your first thought was along the lines of private-label product, then you may be stuck in some of the ruts of the last decade. For many decades, in fact, many distributors have defined their entire business model around the grouping of products they represented. It worked great for a long time, but there are few lines of trade where margins have not come under tremendous pressures.

Most industry participants would agree there has been a perfect storm brewing for the past few years with a combination of economic conditions, consolidation of customers and suppliers, integrated supply, offshore manufacturing, and a few other factors thrown in.

Companies with the best defense to these whirlwinds and tidal waves are building their own brands. They are identifying the key services and functions they perform outside of the product box and they are packaging these in ways that customers value.

It's not a new concept to distribution. Branding services in other industries has become more important to distinguish and differentiate from the sea of lookalike competitors. But you could argue it is a harder transition as distribution by definition has traditionally been so often focused on product and product solutions.

The shifts over the next few years will increasingly put the spotlight on those distributors who effectively identify how to brand themselves with customers. That includes all the elements of branding, from communicating clearly what the value is all about, why it is unique from your competitor's brand (or lack thereof), and exactly how much the customer benefits because they selected your brand of solution to solve their problem. A clear message about your distinct brand will go a long way in these confused seas!