I agree that you should use a higher quality honey than the cheap clover honey you get at the grocery store. The generic clover honey is intended to produce a consistent and mild-flavored honey. It's like the BMC of honey.
Your local grocery store probably sells a local honey and if they don't a local health store should. Some HBS stores sell different honey variants.
As far as adding it I don't add honey any earlier than knockout but adding it as primary fermentation is winding down is the best way to avoid losing the aroma.