By Drew Hash, President and CEO of Southwind Flooring
How would you describe your brand’s identity in a few words?
We are a family of flooring craftspeople who provide the quality and integrity of flooring we’d like to have in our own homes. We’re small enough totreat every retailer like family, yet large enough to provide the support, terms, merchandizing, selection, and quality needed to compete.
What role does your brand play in helping retailers sell? (e.g., credibility, differentiation, emotional connection)
All the above.
In a market where flooring products can look similar, how does brand equity help protect margins?
Well-supported brands always protect margins from price erosion.
How do you communicate value beyond price to your dealer network?
We think actions always speak louder than words, so we are there for our dealers 24/7.
What do you do to make sure your products aren’t perceived as commodities?
We are always very straight-forward about our brand, and support them with branded displays, website, social media, etc.
Do you find that stronger branding gives your partners more confidence to hold price points?
Brands always do that. We’re not a commodity or private label, so our retailers can sell Southwind with complete confidence, knowing there’s real value in our name.
Southwind’s “Bless Your Heart” campaign used personality and warmth—what inspired that tone? And how is the story behind those ads tied to Southwind’s overall identity?
It’s what we call “The Southwind Way.” We find ways to distinctly present our message with a little humor and a dash of southern charm.
How do you make sure your brand story feels real to retailers and doesn’t come off as manufactured?
The nice thing about Southwind is that it’s very authentic. We have a heart for service. We care about our retailers. We show them every day. We live the brand.
Which marketing channels—social, digital, events, training—are most important to telling your brand story to retailers?
They’re all important and each has its role. What’s most important is consistency. If we are inconsistent in our image and message, none of it works.
What’s one misconception about branding in the flooring industry you’d like to change?
That it doesn’t matter, because it does. A strong brand is still important–even in a “directed sale” environment.