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In our industry, it is easy to focus solely on logistics, stock levels and delivery schedules. But there is another powerful revenue driver that many wholesalers overlook: branding.
Let's be clear - we are not talking about splashing your logo on a few more delivery vans. We are talking about the complete experience you create for your customers, and how it directly impacts your bottom line.
More Than Just a Pretty Logo
Branding is not just about logos or colours - it’s about trust, recognition and customer loyalty. In a world where business happens more and more online, companies with a clear and consistent brand stand out - and see real results. Here’s how:
- Consistent brand presentation across platforms can increase revenue by up to 23%.
- 46% of consumers are willing to pay more for products and services from brands they trust.
- Companies with clear brand positioning can see a 2-3 times increase in market share.
These aren't just fancy statistics - they translate directly to more orders, larger basket sizes, and stronger customer relationships.
5 Practical Steps to Turn Your Brand Into Revenue
1. Define What Makes You Unique
Every wholesaler claims quality and service. What really sets you apart? Perhaps it's your locally-sourced produce, your lightning-fast delivery, or your exceptional customer service.
Whatever it is, identify your unique value proposition and make it crystal clear in every customer interaction.
2. Create Consistency Everywhere
Your brand should feel cohesive whether customers are visiting your website, reading your emails, receiving an invoice, or using your ordering system. This consistency does not just look professional - it builds recognition and trust that translates to sales.
When your brand experience is consistent across all touchpoints, customers develop stronger loyalty and are more likely to increase their spend over time.
3. Optimise Your Digital Presence
With 70% of B2B buyers now preferring digital ordering, your online platform has become your primary storefront. Is it instantly recognisable as yours? Does it reflect your values and standards?
Your ordering system should be branded, seamless, and intuitive to use. Remember: every digital interaction is either strengthening or weakening your relationship with customers.
4. Make Use of Branded Ordering Apps
The data is clear: customers who use branded apps are three times more likely to stay loyal to your business. A strong digital brand experience creates convenience that keeps them coming back again and again.
As mobile ordering continues to grow in the wholesale sector, having a branded app isn’t just a nice-to-have, it provides a powerful competitive advantage.
5. Maintain Visibility Through Consistent Touchpoints
Consistent communication through social media, email, push notifications and other digital channels keeps your brand top-of-mind. Push notifications via ordering apps, for example, boast a 90% open rate, making them a highly effective engagement tool.
The key is delivering value, not just sales pitches. Seasonal product highlights, industry insights, and ordering tips can strengthen your brand while driving sales.
Your Brand Is Your Business
In today's wholesale market, where digital interfaces are increasingly replacing face-to-face interactions, your brand has never been more critical to your revenue growth.
From discovery to ordering to delivery, every touchpoint influences how customers perceive your business and whether they'll continue buying from you - or switch to a competitor.
After all, in an industry built on relationships, your brand is ultimately about how you make your customers feel. And that feeling directly impacts your bottom line.
Looking to strengthen your brand across digital touchpoints? Orderlion offers a complete white label branded app and ordering system. Customise it to perfectly match your brand, create first class experiences and keep your customers coming back.
Get in touch at info.uk@orderlion.com or book a free demo to see how we can help bring your brand to life, right where it matters most.
References: Exclaimer, Crowdspring, Fuel for Brands
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Find out how JB Foods achieved up to a 50% increase in customer spending during promotional campaigns after implementing Orderlion.
