Brand is just a fancy word for "Reputation"

 

You hear the term "brand" just about every time you are shopping, it's always brand this brand that. Now you have people creating "personal brands", which again is just another way of saying reputation. Why do we think that is a key correlation when shopping, especially for mattresses? Well, it's the best way to know what or who you are buying.

A lot of the old "brands" in the business have seen a drop off in their name trust especially since there has been a huge increase in online ecommerce mattresses being sold. The online only retailers take what they would be spending in the overhead to operate brick and mortar stores and commit 100% of that to marketing and rapidly building a "brand". Meanwhile the old dogs in the business decided to keep what huge profits they were making because of their incredible brand awareness and pocketing it. Furthermore, they reduced the quality of build of their mattresses in order to stay competitive with a changing industry instead of building their brand for the modern day shopper. So, when a loyal customer that has always bought from said brand receives their new mattress it's not as quite as good or long lasting as they remember which does nothing but devalue their reputation (brand) allowing for other brands to come into the competitive arena of that customer.

Brick and mortar stores like ours must always invest in their products instead of their pockets to be competitive with the nonstop advertising and slick marketing of online only retailers in this day in age. I don't think we have ever went to a product and said "hey, we need to make more money on this take out the good stuff". We know our brand our name our reputation is on the line EVERY TIME a customer shops with us.

Sure, we are a small company that operates in a region, but that doesn't mean we can't offer some of the best materials at the most competitive of prices. In fact, we encourage our shoppers to go and shop material for material and see just how competitive we are. We educate to learn about the thicknesses of the premium materials are being used in a mattress. Did that company just put an 1/8" of premium foam in the mattress so they can say it has it? Did the company say it has a particular feature like cooling, but what they mean is just the material that isn't anywhere near your body has a gel chip foam in it. Technically they aren't lying, but there isn't a need to spend your hard earned money on something you'll never benefit from.

We have had a private "brand" or private label for many years. One of the main reasons is, we control every material included in the mattress. So we are confident in telling you how sturdy this coil is or how much better this foam actually is. We also know that most of our customers are defectors or people unhappy with a classic "brand" because of quality and they are going to someone that they can trust, someone local, someone they can hold accountable with their products. We laugh as we are telling customers sometimes, but it's true, that we can't sell gimmick mattresses or mattresses we wouldn't use in our homes because our owners and employees could run into you at the grocery store. That's the quality of accountability you receive from buying from a reputable locally owned and operated company like ours. It's the reason why everyone is trying to change their "customer experience" to mimic what we have honestly done for 104 years.  It's also the reason why we have true generational buyers.

Our Heritage Series mattresses are mattresses that we are so confident in the quality and value that we stamp our name all over it. They are mattresses built from century's worth of knowledge and daily commitment of offer the highest quality of mattresses for a great value. Our brand is valuable and trustworthy, we recognized that and built mattresses to help that. All of our profits either goes back into the local economy or back into developing the next best mattress on our floor. It doesn't go to corporate yachts or corporate jets.

When you are buying a "private label" or a "branded" product, it should be the best that the company could come up with at a great value for you. It shouldn't be their weakest product on the floor, it should be backed by the company's entire history and reputation. They should be proud to offer it, I know we are. In fact, all of us have some sort of our private label Heritage Series in our homes or in our family's homes because we believe in it that much.

You are buying 104 years of practical experience and products built on the integrity and ingenuity of all 4 generations  every time you buy a Heritage Series mattress, that's what the brand should represent!

Learn more at www.efmattress.com