Today s homes. Naturally.

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1 1 HONKA Today s homes. Naturally. HONKA BRAND

2 2 This is the Greenbook. This book describes everything that makes us so much more than a successful business. The photos and stories in this book feature the Honka brand, the inimitable soul of our company.

3 3 The Honka-brand has a natural advantage, a resource that has always driven our business and which will continue to govern all our operations. We call this core philosophy the Natural Edge. The Greenbook describes this philosophy and the impact it has on every Honka employee. A genuine wood house is a concept that incorporates an entire set of values and a business culture. This concept is explained in our Greenbook. Honka is at the cutting-edge in log home production. Our expertise in handling one of the world s oldest and most natural building materials has made us the world leader in the log home industry. Although our knowledge of material properties has greatly increased, we base our know-how on centuries of experience in wood as a building material. We believe that in the future, timber will increasingly be used in constructing not only traditional, but also modern houses for ideal living. HONKA BRAND

4 4

5 5 TABLE OF CONTENTS Introduction Vision Mission Strategy Values Functional values Emotional values Core value Promise Commitment Finally HONKA BRAND

6 6 VISION We aim to be an icon in the log construction industry, building genuine wood houses and promoting ideal living.

7 7 MISSION We fulfil the individual wishes of customers who appreciate the quality of living and naturalness. HONKA BRAND

8 8 STR ATEGY We have made conscious choices, guidelines, to enable us to prosper in the ever-changing world.

9 9 1. Developing our core business: We operate consistently with one Honka brand. We develop innovative living solutions. We have a customer-driven approach in our chosen market and customer segments. 2. Directing core competency into new business areas: We create the concept of a genuine wood house on the market. We use multi channel distribution network also with other trademarks. We create a professional and committed cooperation network. We are constantly improving our competitiveness. We develop the effectiveness of both customer and delivery processes. Effective marketing enables us to create increased demand. HONKA BRAND

10 10 VALUES Core value: Genuine Emotional values: Iconic, reliable, natural, well-being Functional values: Impressive history, perfect workmanship, log, quality, own production, Finnish, international, modern technology, services, environment friendly.

11 11 BRAND PYRAMID CORE VALUE EMOTIONAL VALUES FUNCTIONAL VALUES HONKA BRAND

12 12 FUNCTIONAL VALUES, WHO WE ARE. Functional values refer to our outstanding competence, the basis of our success and the foundation of our entire business activities. Impressive history: Honka was born half a century ago of five brothers will to prosper. The log production at an inherited sawmill quickly expanded into log house construction. A strong will to succeed and a conviction in their own skills helped the brothers surmount difficult times. Even today, the same will steers our business, which has become a public company on the global markets. Honka employs over five hundred professionals in the field and has a committed global sales network. Perfect workmanship: Honka is behind various innovations in the log production industry. Honka designed the first round log machine and the first saddle notch machine. Our expert workmanship allows us to utilise the world s most used building material in the most innovative designs. Although technology has made great advances and increased effectiveness in log production, the secret of our know-how lies in craftsmanship. Anyone can purchase a machine, but it is worthless without experienced staff.

13 13 HONKA BRAND

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15 15 Log: To us, using logs means a structure without resorting to synthetic insulation solutions, for example vapour barriers. Sufficiently thick, correctly dried solid wood provide an adequate insulation. The logs regulate room air humidity, keeping it optimal. For this reason, as well as correct designing and our way of constructing houses, we can say that genuine wood houses are healthy to own and to live in for centuries. Quality: The quality stems from healthy resistant timber that is skilfully transformed into smooth logs. Whereas the basic log material, Nordic pine, has remained virtually unchanged since the early days of industrial log production, systematic forest management has improved log quality. We avoid using superlatives, preferring to surprise our customers positively rather than making empty promises. Precisely measured components, professional sales staff and constructors are just as important as the quality of our material. However, the most important quality-related aspect is our attitude towards our work. Doing our best every day can be seen in the happy faces of our satisfied customers. This way everyone benefits. HONKA BRAND

16 16 Own production: We know exactly where our timber is sourced from and how it is matured. Each Honka house is produced in Honka factories, which ensure consistent quality, correct packaging of parts and storage before delivery. We design all houses and ensure all the parts fit into place. Our international designers recognise the changing market needs and can therefore meet the customers wishes for individual houses that are not only practical but of lasting quality as well. Finnish: Finnish origins and Nordic timber are concepts for which we have worldwide acclaim. People are also willing to pay for them. Finnish does not imply simply superior quality or design; it also translates into reliability, genuineness, honesty and openness. Not only are our products first quality, but our service towards customers and partners must be exemplary as well. Others might call it modesty or humbleness, but we think it is all about a genuine, uncompromising attitude towards service.

17 17 Internationality: We are world leaders in log house production with Honka houses found in more than 40 countries on every continent. The use of timber as a construction material has increased throughout the world. Ecological building material has become increasingly popular worldwide. We have an impressive track record in exporting log houses and thanks to our local sales networks, we can respond to customers needs as well as to structural requirements. Modern technology: We not only make use of modern technology in our daily activities, we also create it. We have been actively involved in developing log house industry throughout our company history. To us, a log is a masterpiece of using technology. Timber is a highly processed construction material with many positive properties, such as well-being. We do not take technology for granted, but consider it a tool helping professionals to enhance the quality of our products. HONKA BRAND

18 18

19 19 Service: We do not serve only our customers, but also each other. Every well-completed working phase helps colleagues to complete the following stage. Satisfaction and respect for the work of others in the organisation create a positive cycle that s reflected in our products and ultimately in customer satisfaction. Providing services today is not only about keeping promises, but an attitude that emanates throughout the company. Environment friendly: A healthy environment is vital to us - we live in partnership with nature. Systematic forest management is our way of ensuring forest and environmental healthiness in the future. Constructing is also carried out with respect to natural surroundings. Waste wood is an unknown concept to us, because less that one per cent of our building material remains unused. HONKA BRAND

20 20 EMOTIONAL VALUES, HOW WE LOOK. These values can be seen in our way of communicating and we believe our customers are able to relate to them and even discuss them. Iconic: We are at the cutting edge of the industry, making new inroads into innovative log construction. We broaden the concept of log as a building material. Others follow our footsteps. Honka s customers know that not only are they buying a house made of highquality material, but the best house on the market. A Honka house is a concept consisting of design, our way of serving our customers and partners, as well as of a strong will to construct the best wood houses in the world. Reliable: Promises are binding and an inherent part of our reliability. A part of commitment is only making promises we can keep. Another key concept of reliability is honesty. We would rather lose a customer than make empty promises or cover up mistakes that are sometimes inevitable. We aim to keep our promises, but if due to a human mistake we are unable to, we will be honest about it.

21 21 HONKA BRAND

22 22

23 23 Natural: All our houses are made of natural material. Naturalness is also obvious in our communication, marketing materials and our attitude towards the environment. What is more, doing business with us must be as natural and genuine as possible. Naturalness also translates into ease and straightforwardness. Only thing customers need to do is to tell us about their dream and we will make it come true. Naturally. Well-being: Whilst we cannot promise that life in our house is trouble-free, we can promise to create a good foundation for life in a best setting possible. Our houses are healthy and we can claim to be promoters of greater living comfort. Honka homeowners are quality conscious. Their values and decisions are based on well-being, a concept we aim to master. HONKA BRAND

24 24 CORE VALUE, WHAT WE ARE. Core value is a principal philosophy recognised by everyone who comes across Honka brand. GENUINE What is genuineness? Is it something original, novel or natural? Is genuineness a natural trait or characteristic? How can one person be more genuine than another? Does this make him or her more original, older or more natural? Or how can one product be more genuine than another that s been made from the same material? We believe that genuineness is something fair and lasting. Being genuine is easy, there s no need to disguise its origin or existence since everyone recognises it. Genuineness is a part of us. It s something that has always existed and, since genuineness withstands the changing world without changing itself, always will exist. Genuineness is part of the contemporary world and does not clash with its environment. Genuineness is something everyone recognises when they see it. It s something you can sense, even if you don t know it. Genuineness is trustworthy. For half a century, we have been making genuine homes from solid wood, nature at its most genuine in full appreciation of its character. We intend to continue doing exactly the same in the future. It is when we are at home, that we are at our most genuine, wherever we are in the world. Honka Today s homes. Naturally.

25 25 HONKA BRAND

26 26 PROM ISE We promise that every house we build is healthy. It breathes, lasts, keeps the room air humidity optimal, is aesthetically and acoustically inspiring and at the same time relaxing. A genuine wood house is safe to own and to live in. Our way to do business with both customers and partners is also genuine. This is why we are able to say that: Well-being starts with a genuine wood house.

27 27 HONKA BRAND

28 28 COM MITMENT Purchasing a Honka house is the ultimate experience for our customers. It is a major investment and a decision based on both reason and emotions. It is not enough to sell the best genuine wood house in the world; we need to provide our customers with a positive experience as well. To do this, we must know our customers. Without satisfied customers, we would not be here. Building a house is a multiphase project. First you dream, then you reason, you re scared, hopeful and surprised. Completing the project can be a positive experience to our customers only if we all understand the significance of our work. Each employee and each stage of the project, even the stage that seems the most insignificant, will affect the result. This is why we all need to be committed to our daily work and to understand that only the sky is the limit when we do small things a bit better today than yesterday.

29 29 Committed Honka employees: Are professionals who understand the importance of their work. Develop themselves and constantly learn new things. Are genuine and honest. Trust their colleagues and help when necessary. Believe in our mission. Feel important and are positive about picking up the gauntlet. Committed Honka: Sets well-defined goals and provides feedback. Trains the staff. Rewards and treats staff fairly. Gives freedom and responsibility. Distributes information effectively and develops the work community. Offers career possibilities. Keeps promises. Understand our customers. HONKA BRAND

30 30 FI NALLY Natural Edge is everything in this book. It is an asset that will lead Honka brand to success. All Honka employees are committed to these values and do their best to respect them. This is enough to make us successful also in the future. Honka Today s homes. Naturally.

31 31 HONKA BRAND

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