We meet with Nadja Lindgren, Brand Strategist at Norra Timber, to discuss why the brand plays a crucial role in an industry where the product itself often gets all the attention.
“When our customers buy our wood products, they should feel that Norra Timber stands for quality and long-term commitment. And they should feel just as confident when they, in turn, sell the products to their customers,” says Nadja.
A strong brand signals not only quality but also sustainability and reliable delivery – values that are essential in a competitive market. Much of it is about building trust through transparency and sharing knowledge. Norra Timber is therefore actively working to show how the production process works – from the sawmill to the finished product.
“We notice there’s a great interest in seeing how things are done in our factories. From timber intake and log sorting to the journey of the logs through the sawmill, the planks through the planer, and how we paint our exterior panels. When we post videos from inside the sawmills or show large machines in action we get very high reach and engagement. It shows that people are curious about the machinery behind the timber, and we want to give them that insight,” says Nadja.
Norra Timber’s approach is to be very generous on social media, openly showcasing their advanced technology that allows them to look inside a log using X-ray scanning and track each log and plank through the entire saw process.
“By offering glimpses into our manufacturing process, people can see that we make the best use of every log and deliver products of the highest quality. This is part of our brand promise,” explains Nadja Lindgren.
Marketing that Impacts the Entire Chain
Norra Timber actively works in digital channels to reach both construction chains and end consumers. Social media plays a central role in the strategy, where the company – in addition to sharing documentation from its own factories – collaborates with carpenters and DIY builders on Instagram to showcase the use of their products, inspire wood construction, and spread the message of the excellent quality of northern Swedish timber.
“We collaborate with influencers who use our products themselves and share why they prefer it. This gives us far better reach and credibility than if we just talk about it ourselves,” explains Nadja.
“Our goal is for end customers to ask specifically for Norra Timber products at their building supply store – that benefits both us and our retailers,” she says.
Nadja also mentions that interest in Norra Timber’s heartwood pine products is particularly high among their partners.
“It’s clear that the environmental aspect is very important to many. Heartwood pine decking has a natural resistance to rot, so it doesn’t need to be pressure- treated, making it especially attractive for building projects or individuals who focus on sustainability and the environment,” she says, adding:
“Our collaborations with carpenters and DIY enthusiasts also create important relationships and build our brand, as they become strong ambassadors for Norra Timber.”
Northern Timber – Climate and Quality
A key part of Norra Timber’s communication is explaining why northern Swedish timber is a smart choice – both for building quality and for the climate. In Norrland’s forests, trees grow slowly, producing tighter growth rings, fewer knots, and timber with a high heartwood content. This makes the timber hard, dimensionally stable, and durable. It is also naturally water and wind resistant, making it a safe choice, particularly in the Nordic climate.
“We want more people to understand that northern timber isn’t just a material – it’s a quality choice that provides long lifespan and sustainability,” says Nadja.
But the communication doesn’t stop at quality. Norra Timber also emphasizes the climate benefits of choosing wood over fossil materials.
“We want to show that wood isn’t just beautiful and sustainable – it’s conscious climate choice that makes a difference. An active forestry industry is crucial for us to be able to use forest raw materials for construction, packaging, bioenergy, and other solutions that replace materials and energy sources with significantly higher carbon footprints,” explains Nadja.
A Brand that Reflects Origins and the Future
Norra Timber is part of Norra Skog, a cooperative association owned by 27,000 private forest owners. The forests have often been passed down through generations and are managed with respect for nature and the climate. This is a crucial part of the company’s identity – and something that sets Norra Timber apart from many other players.
By showcasing how the production works, highlighting the advantages of northern timber, and communicating the climate benefits of wood, the company builds trust with both customers and end consumers.
“We want our brand to reflect what’s at the core of Norra Timber: northern quality, sustainability, and long-term commitment. For us, branding is about more than selling timber. It’s about creating an understanding of the value of our products, their origin, and inspiring sustainable choices,” says Nadja.