Brand Standards
v1.0 | DEC 2024
Welcome
We are the World Millwork Alliance. We have been a valuable resource for the millwork industry since 1931. Our brand transcends the mere supply of materials—it’s about inspiring and engaging our audience. Our words and visuals not only tell our story, but also establish our leadership in the industry, resonating with our members, affiliated partners, and the greater millwork community alike.
These are our Brand Standards. Following these guidelines ensures that the brand elements are used in a way that upholds our aesthetic standards and keeps our brand looking and sounding professional and consistent.
WE BRING THE MILLWORK INDUSTRY TOGETHER FOR
Connections
Connections
that Matter®
that Matter®
Our Story
The World Millwork Alliance (WMA) traces its roots back to 1931, when millwork professionals united to form regional associations—the Southern and Northern Sash & Door Jobbers Associations. In 1963, these groups merged to create the National Sash & Door Jobbers Association, reflecting the need for a unified voice in the millwork industry. Over the decades, the organization evolved, expanding its membership to include manufacturers, service providers, and affiliates, and growing from a national trade association into an international alliance.
In 2014, this transformation culminated in the adoption of the name World Millwork Alliance. Today, WMA is more than an association—it is a global community of millwork professionals committed to advancing the industry through advocacy, innovation, and workforce development. By fostering meaningful connections among members, WMA continues to champion the progress and prosperity of the millwork trade, ensuring its resilience for generations to come.
Our Mission
Our mission statement serves as our guiding compass, aligning and inspiring our team. It embodies the core of what drives us at the World Millwork Alliance, ensuring that every decision we make supports our commitment to strengthening the millwork community.
To unite and empower the millwork community by fostering connections, advocating for the industry, and delivering educational resources that drive growth and innovation. We are dedicated to supporting our members’ success, strengthening the millwork trade, and upholding the standards that ensure its future prosperity.
Value Proposition
Our value proposition is the cornerstone of our public messaging, clearly articulating the unique benefits the World Millwork Alliance offers. This statement highlights the value we provide to our members and reinforces our unwavering commitment to the growth, success, and prosperity of the millwork industry.
The World Millwork Alliance strengthens the millwork industry by empowering our members to grow and thrive. Through fostering meaningful relationships, facilitating open networking, and delivering impactful advocacy, education, and industry insights, WMA is dedicated solely to the success of its members. We are your trusted partner in building connections that matter, advancing knowledge, and protecting the standards that ensure a prosperous future for the millwork industry.
Core Values
Our core values are the foundational beliefs that guide our actions and decisions. They reflect the principles that drive our mission, shape our business practices, and define how we engage with our members and the broader millwork community.
Collaboration
We believe in the power of connection, bringing together millwork professionals to build relationships that drive progress and strengthen the industry.
Integrity
We operate with honesty, transparency, and a steadfast commitment to serving the best interests of our members and the millwork community.
Advocacy
We are committed to being the voice of the millwork industry, championing our members’ interests and promoting the standards that ensure a prosperous future.
Innovation
We embrace forward-thinking ideas and solutions, fostering progress and adaptability to help the millwork industry thrive in an ever-evolving world.
Education
We empower our members with the knowledge and resources they need to excel, providing access to training, insights, and opportunities for continuous improvement.
Brand Positioning
Our brand positioning defines how the World Millwork Alliance stands out in the competitive landscape of trade associations. It is designed to communicate the unique advantages and benefits we provide to our members.
Benefit Positioning
Our communications focus on the unique benefits members can only gain from being part of the World Millwork Alliance, including:
• Unparalleled Networking Opportunities: Fostering meaningful connections that drive business growth.
• Impactful Advocacy: Ensuring the industry’s voice is heard for members’ interests at local, national, and international levels.
• Enriching Education: Equipping members with exclusive educational resources and insights that empower them to navigate challenges and seize opportunities.
Brand Voice
Our Brand Voice is the distinct personality we convey in all of our communications, crafted to resonate our collaboration and commitment. This consistent voice strengthens our identity and fosters a genuine connection with our community of members and partners.
Collaborative
We bring people together, fostering meaningful connections and partnerships that strengthen the millwork community.
Approachable
We are open, inclusive, and accessible, creating a supportive environment where all members feel welcome and valued.
Knowledgeable
We are a trusted source of expertise, offering resources and insights that empower our members to excel in their work.
Committed
We are dedicated to the growth and prosperity of the millwork industry, ensuring that our efforts consistently benefit our members and the trade as a whole.
Tagline
Our tagline is the rallying cry that captures our essence. It's the memorable phrase that we use consistently across our brand communications to motivate and connect with our audience.
Connections that Matter.
These guidelines were created for World Millwork Alliance by the team at Heartwood Brands.
If you have questions about using these guidelines, please contact: