The Furniture Manufacturing Industry of Barbados - Caribbean ...

• culture: the “Barbadian Vernacular” brand shall also represent a certain culture, and a
culture of traditional furniture manufacturing; all stages in the making of the furniture have
to follow this tradition, from design to production, from assembly and finish to distribution.
The uniquely comprehensive nature of this production method will have important benefits:
traditional skills and tools, which have not changed for hundreds of years, will still be used
on a daily basis. Thus the experience and know-how of the master furniture makers will be
passed on to new generations.
• personality: “Barbadian Vernacular” will project a certain personality, a generous, nononsense,
mature personality with respect for his/her traditions, family and culture. In this
context it might also be an option to make a well-known person (like a sportsman, a senior
figure from the cultural scene or a television personality the brand ambassador for “Barbadian
Vernacular” furniture.
Building a brand for “Barbadian Vernacular”
When building up the “Barbadian Vernacular” brand it also needs to be researched what
position the brand occupies in the minds of potential customers so that brand identity can be
anchored effectively. The first step will be to collect words associated with the brand name
“Barbadian Vernacular”: tradition, good craftsmanship, old-fashioned, mahogany, expensive…
Secondly, the brand should be personified: the craftsman having manufactured furniture for
decades abiding to practices that have been passed down/refined from generation to generation,
a furniture maker who has remained true to himself; or: a kind-hearted and longsighted
patriarch of a family with a long tradition worth to be safe-guarded. These persons
will deliver a picture of the human qualities of the “Barbadian Vernacular” brand and carry
this positive image into the wider public.
Finally, the brand essence will have to be synthesized by a process of “laddering up” from
the immediate attributes consumers perceive up to the more abstract goals they try to satisfy
with the brand. Ex.: “Barbadian vernacular furniture are well built” – Why is it important
they be well built? “Being well built they will last a life time” – Why should they last a life
time? – “Because I want to pass them on to my children and grand-children” – Why would
you like to pass on your furniture to your children and grand-children? – “Because the caring
for the family and its own identity is a central purpose of my life.” – Why do “Barbadian
Vernacular” furniture help you in this? “I believe that in this world of constant change it is
important to have something that is lasting and such furniture represent something lasting,
that gives us something to adhere to – “Barbadian Vernacular” stand for exactly this!”…. The
laddering up will give an ever deeper understanding of the prospective buyer’s motivation
and will suggest some possible campaigns.
The marketing campaign can then focus on the brand essence, or the marketers can ladder
down and feature “Barbadian Vernacular” at a more concrete level such as emotional benefits
or attributes of the furniture.