Let's face it. We're a country built on brands.
We refer to the tissues we use for our noses with the brand name for that product. In the kitchen, top appliances for the gourmet cook are often referred to by brand names. Solid-surfacing has obtained a "catch-all" name, which again, is a brand. The fixtures, faucets, lighting and much more of what we put into our homes is often referred to by their brands, with the name of the company behind it somewhat obscured. As a matter of fact, we often don't know the manufacturer—yet we know the brand that they sell.
That's the power of the brand.
Remodeling contractors know the drill well. They have clients who want a certain type of product. But for the remodeler, what's most important for the customer is that the product is backed with quality.
Paul Calafiore is the president of DreamMaker Bath & Kitchen in Newington, Conn. He has been a franchisee of DreamMaker Bath & Kitchen by Worldwide—a 30-year-old company based in Waco, Texas—for 13 years, and has been in the remodeling business for 16 years.
DreamMaker itself is a great brand name with a great image, Paul says. "Marketing-wise, it's a national brand name that is well-recognized. The DreamMaker brand helps us grow our business with branded products, training and support that help us operate a turnkey, top-quality remodeling business," he says.
Paul's business concentrates on bath and kitchen remodels. He has a showroom where clients can view products and services; the company handles about 120 or so projects each year. Paul's firm offers Showplace Cabinetry, Corian® by DuPont, Silestone® natural quartz by Cosentino, the GE Monogram series of appliances, Grohe faucets, a variety of name-brand flooring and laminate products by companies such as Wilsonart, as well as Wilsonart's solid-surface product, among many others, he says.
At Stebnitz Builders Inc. in Delavan, Wis., Christopher Stebnitz, CAPS, sales and brand manager, says brand-name products are definitely in vogue with his customers. Chris says his company's showroom and the brand-name products it contains are a definite plus. In the kitchen and bath especially, customers want branded products they know—and that they know others have used with success, he adds.
In addition, remodelers may use the brand names they offer in direct-mail pieces, newsletters for clients, promotional materials and advertisements as a way to further establish their credibility and perhaps get a leg up on the competition.
A well-known brand is what customers want, and remodelers are working with companies to bring these products to market. It's a dream fit.
| 
