When looking at a supply chain – from the outsider’s perspective – the wholesaler-distributor is often the “invisible” party to the end user. Sure, your loyal contractor customers visit your counters weekly and know the vital role you play, but people outside our industry circle – the people we need to attract to build the next generation of our workforce – may not.

In my five years covering this industry for Supply House Times, I’ve noticed the two types of articles that do the best are 1) supply-chain, economic pieces about current events and market conditions, and 2) company and people stories. Stories ranging from awards like our annual Supply House of the Year award, to articles telling the story of one stand-out individual who’s well-respected in the industry – all of these are bound to attract eyes, clicks, and feedback. Why? We, as humans, love storytelling.

Today’s marketplace is saturated with content and information. Traditional marketing of product & price isn’t enough—supply houses need narratives that differentiate themselves in order to stand out and be memorable. You do so much more than stock and sell product, and it’s past time to share that with the world.

Some stories to tell and where to tell them

At the very least, your company history should be outlined on your website in a unique and memorable way. When customers, end users and potential candidates visit your site and social channels, what message do you want them to find?

Some other types of stories to tell:

• New hire and employee retention stories
• Behind-the-scenes stories - show your warehouse operations, explain processes, or bring forward key people
• Case studies - highlight a contractor project or complex MEP scenario where your team helped source, stock, or deliver.
• Customer success stories – beyond Google reviews
• Problem-solving stories and content - insights on material sourcing, tariff navigation, or product innovation

By proactively shaping your reputation—through storytelling, visibility, and thought leadership—you not only build brand equity but strengthen customer and contractor relationships, workforce recruitment, and resilience in volatile industries.

In a tariff economy with lead time fluctuations, sharing real-life problem-solving stories and customer testimonials can do wonders to boost credibility and market visibility; sharing the evidence-based benefits from working with and for your company.

Tackling storytelling and content creation, especially digitally, can sound daunting if you’re just getting started. Your team might lack the bandwidth to launch a full-on storytelling campaign, and that’s okay! Start small, with one customer quote, one photo, or a short LinkedIn post, and then work toward consistency over time.

If privacy is a concern, share case studies or reviews anonymously. If storytelling doesn’t come naturally to you, it can feel like marketing or social media fluff – but, it’s actually the opposite. People crave authenticity; keep your messaging sincere and avoid salesy marketing.

If wholesalers don’t tell their own stories, they risk being overshadowed by competitors, contractors, or manufacturers who do. By proactively shaping your reputation—through storytelling, visibility, and thought leadership—you not only build brand equity but strengthen customer and contractor relationships, workforce recruitment, and resilience in volatile industries.

Reach out to me any time you want to spread the word about something going on at your business – whether you want help writing a press release, facilitating an interview, or sharing a full company story. As always, my job is to tell your stories, too. It’s my favorite part of the job.