Marketing Home Products

For quite some time, I’ve had a running list on Twitter of home and building products, experts and influencers. This gives me a quick reference to a specialized group of people and brands that focus completely on the home. When managed correctly, brands can take on their own personality within social media platforms just as well as individuals can. I’ve listed what I consider some of the most active and engaging brands here, but would love to hear your thoughts and add to the list. What are your favorite home brands to follow?

1.   Hafele (@hafeleamerica) – Cabinet, door, furniture and kitchen hardware

2.   Pella (@Pella_News) – Windows and doors

3.   Rinnai (@Rinnai) – Energy efficient water heating appliances

4.   WarmlyYours (@WarmlyYours) – Radiant floor heating

5.   Amtico International (@AmticoFlooring)

6.   DANVER (@outdoorkitchns) – Stainless steel cabinetry for outdoor kitchens

7.   Dacor Appliances (@DacorKitchen) – Luxury kitchen appliances

8.   YKK AP (@YKKAPAmerica) – Aluminum building products and wall systems

9.   Teragren Bamboo (@Teragren) – Bamboo flooring, countertops and panels

10.   Elmira (@ElmiraStoves) – Retro and antique appliances

11.   WoodTrac (@Wood_Trac) – Unique ceiling systems

12.   Crown Point Cabinetry (@crwnptcabinetry) – Custom, handcrafted cabinetry (The company also often uses Carlisle Wide Plank Floors (@CarlisleFloor) wood to build its products.)

13.   Gerber (@GerberPlumbing) – The plumbers’ brand for plumbing fixtures and faucets

14.   Columbia Forest Products (@PureBond) – Hardwood plywood technology

15.   ThermaSol Steam (@thermasol) – Steam showers

16.   IceStone (@IceStoneLLC) – Recycled glass and cement surfaces

17.   Hy-Lite / U.S. Block (@HyLite_Windows) – Block windows and decorative glass

18.   KraftMaid Cabinetry (@KraftMaid) – Semi-custom cabinetry

19.   Native Trails (@Native_Trails) – Artisan crafted sinks and tubs

20.   Nichiha (@nichiha) – Fiber cement siding

Follow me on Twitter @stevekleber

Journaling has always been a popular hobby among those who need a way to escape our busy world. A tradition spanning hundreds of years, journaling used to be a private matter where deep, dark secrets were kept in handwritten diaries… locked and hidden away from others. Today, personal blogs often replace diaries, with many bloggers opening up about their personal lives on a daily basis in favor of self-promotion. And they’re seeing major success. 

Its flexibility and freedom allow blogs to be focused on just about anything – from style to parenthood to home design. Some have even turned blogging into a career. Others have capitalized on the success by leveraging themselves in industries difficult to enter.

• Scott Schuman is a blogger who’s seen success in more ways than one. His blog, The Sartorialist, began as merely a hobby: one man capturing street style in New York City. It now has more than a million views per month and has created fame and opportunity that Schuman never expected. Now with a book under his belt and a definitive place in the fashion industry, he travels all over the world capturing photos of unique individuals that leave readers begging for more.

• A former web designer, Heather Armstrong is currently living large. Her highly successful and often debated personal blog, Dooce, covers everything from postpartum depression and having kids to her former religion, Mormonism. Readers are drawn to her sarcastic tone and opinionated attitude as she reveals the truths of life through her daily rants that often result in hate mail. Dooce has brought so much success for Armstrong and her family that she and her husband run the site full-time. She often speaks at events across the country and has been featured endlessly online and in magazines.

• A blog focused on home design and creativity, Design*Sponge is another site that started as a hobby, but turned into much more. Created as a portfolio piece for aspiring writer Grace Bonney, Design*Sponge got the recognition it deserved early on with a feature in the New York Times. Since then, it has become a constant source of inspiration for its diverse readers. Like many others, Bonney is now blogging full-time as she coaches others aspiring to start their own business.

In the digital realm, blogging is proving to be more than just a favorite pastime. With many successful blogs bringing in thousands of readers per day, businesses and individuals alike are recognizing the benefits of regular blogging as a form of self-promotion. Why not spread your message, knowledge or services through an outlet not traditionally thought of as advertising. Hey… it could even turn into a career.

Every company’s goal is to get its brand noticed by its target audience. But with so many brands out there, a new trend in brand awareness is surfacing: Less is More.

Apple is a perfect example, as its products have become very streamlined and modern while keeping a minimalist design. The logo has also illustrated minimalism, as Apple’s first logo was shown in a scene with Isaac Newton, and has since progressed to a simple, clean, silver apple.  When viewing the storefront of an Apple store, there is no “Apple” or “Mac” title on the storefront; it’s just the logo.  Similarly, Shell Gasoline eliminated the company name from its logo and has since gone with the iconic seashell shape.  This is synonymous with the minimalist aesthetic, but also displays how the title of the company is simply not needed. Apple’s target market recognizes the brand immediately upon seeing that silver apple logo.

A few days ago, we wrote about Starbuck’s logo redesign.  This is just another example of “less is more.” Starbucks is identifying its brand not by its name, but by the mermaid that is now the entirety of the logo. By removing the “Coffee” from the logo, the company could have the opportunity to expand its product line and feature more than just coffee and tea. This has already become apparent with Starbucks offering different items for sale in its shops, such as CDs and apparel.

What other companies should possibly look at brand and logo minimalization?  Only time will tell, but we do know that, for Apple and Starbucks, less certainly means more.