Branding a Custom Wood Furniture Manufacturer

James Glover - February 24, 2015

Strategy



Listen to our featured Ask Those Branding Guys™ radio show podcast: Dapwood Custom Furniture Manufacturer

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding for a New Mexico custom furniture manufacturer.

Joining us on the show was Gregg Mich, owner, and Paul Norman, marketing manager, of Dapwood, an Albuquerque designer of custom handcrafted furniture made from domestic hardwood. Dapwood is focused on making furniture to showcase nature’s beauty.

Dapwood has primarily crafted bed frames and is now expanding into tables and other accessories. Their furniture line is healthy, made with plant based finishes which avoid harsh chemicals. They are positioned as a company making long lasting products that are portable to keep up with a mobile society.

At Dapwood, the mindset is toward a long term, sustainable business model. Waste products such as sawdust are repurposed and donated to a horse ranch; scrap wood is donated to charities that are able to make use of it. Dapwood also fashions products from rescued timber that has been damaged and is also aligned with an organization that is working to bring back dwindling species of trees.

Mich shared that Dapwood was the first manufacturing certified B Corporation in New Mexico. This designation indicates that they focus on people and planet as well as profit. Dapwood is a wholesaler and does not have a showroom. Their line is carried by four retailers in the Albuquerque/Santa Fe and other retailers around the USA. 

Among Dapwood’s challenges is the fact that branding and marketing is a continuous process which Mich integrates it into his plans. Glover raised the question of how Dapwood responds to pricing competition on the internet. Mich feels that Dapwood competes on the quality and craftsmanship of the product and price is secondary.

Paul shared his tip that first and foremost you have to believe in and be committed to your product. Greg feels that embracing your mission and incorporating it into your products and communication will move your company toward success.

Enjoy the show.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

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