Distributors must refine how they develop and defend their brand to keep pace with shifting customer demands. "A strong branding effort helps the best distributors differentiate their offerings and transform their companies into more vibrant, dominant and resilient competitors," says Tom Gale in Build Your Brand, Build Your Future. But without active development, your brand will become static and die.

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Develop your brand by listening to your customers and understanding their short- and long-term goals for growth. Nothing resonates more powerfully than a brand aligned to customer needs.  But because your customers' needs change over time, your brand has to evolve as well to keep that alignment.

Branding is a long, slow developmental process. Strong, positive messages about your company's value and ability to provide superior service tend to be enormous differentiators today. Consistent, high performance in delivering on your brand promises goes a long way if a customer or competitor does try to attack your position.