Brand Tone

Knowledgeable, professional, and reliable, with an approachable and community-focused aspect on relevant platforms.

Brand Values

• •Longevity & Trust
• •Quality & Expertise
• •Comprehensive Service
• •Community Focus

Best Practices

• •Segment Your Tone by Platform: Maintain the core professional and knowledgeable voice on your website, LinkedIn, and in print. Allow the tone to become more approachable and engaging on Instagram and especially TikTok, without sacrificing the core identity of expertise.
• •Focus on "Why," Not Just "What": Instead of just listing product features, explain the *benefits*. Don't just say "Trex Decking"; say "Enjoy a beautiful, low-maintenance deck for years of family barbecues with Trex Decking." This connects the product to the customer's life.
• •Empower with Expertise: Create content (blog posts, short videos, how-to guides) that shares your team's knowledge freely. Titles like "5 Things to Consider Before a Kitchen Remodel" or "How to Choose the Right Front Door" reinforce your value as an expert resource.
• •Balance Aspirational with Achievable: Showcase high-end, stunning remodels to inspire, but also feature practical, smaller projects to show that you cater to every level of homeowner and DIYer. This makes the brand feel inclusive.
• •Develop a "Voice Guide" for Staff: Create a simple internal document that outlines the brand's key values and tone. Provide examples of how to answer customer questions online, how to write social media captions, and how to respond to both positive and negative reviews in a consistent, professional manner. This ensures everyone from the social media manager to the customer service rep is on the same page.

Social Perception

The public generally perceives Dixieline as a large, established, and expert source for building materials. Contractors and serious renovators see them as a go-to supplier. However, this perception is tempered by customer service inconsistencies. While many have excellent experiences, particularly with the design teams, others report frustrations with logistics and follow-through. They are seen as a serious, professional company rather than a budget-friendly big-box store.

Copy Examples

• •From design dream to dinner time. ✨ Our in-house design team worked with the homeowners to create a kitchen that's both beautiful and functional. Featuring [Cabinet Brand] cabinets and [Countertop Brand], this space is now the heart of their home. Ready to start your own transformation? Visit our link in bio to schedule a free design consultation. #DixielineProjects #KitchenDesign #HomeRenovation #SanDiegoHomes
• •Tired of drafty windows and high energy bills? It's time for an upgrade. At Dixieline, we offer a wide selection of high-performance windows from top brands like Milgard. Our expert team ensures a perfect fit, every time. Learn more about our window replacement services and boost your home's comfort and value. [Link to website page] #Dixieline #WindowReplacement #EnergyEfficient #HomeImprovement
• •Which door matches your vibe? 🤔🚪 Let us know in the comments! #DixielineLumber #FrontDoor #CurbAppeal #HomeStyle #DesignTok
• •For Pros, By Pros. For over 100 years, San Diego's builders have trusted Dixieline for quality materials, reliable delivery, and expert service. Open a Pro account today and get the support your projects deserve. [Link to Pro Services page]
• •Your project is our priority. Whether you're building a deck or remodeling your bath, our team has the expertise to help you get it right. We're not just a store; we're your neighbors. Dixieline Lumber & Home Centers - Serving San Diego Since 1913. Find your nearest location. #SupportLocalSD