MARKETING
Five ways to brand your cleaning business Words Vince Caffarello If you’re just starting out or thinking of giving your company a makeover, these tips will help you give your company the image it needs to find success.
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onsidering how competitive the cleaning industry is, branding your business can make the difference between long-term success and failure. Contrary to popular opinion, branding is not only about a company’s logo, but also about customer perceptions, experiences, and many other factors. All cleaning businesses have a brand, whether they are aware or not. Your company’s brand helps distinguish your business from the competition. Branding is dynamic and should evolve and grow along with the business.
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SELECT A MEMORABLE NAME
Creating a brand for any business should first begin with selecting a memorable name. Essentially, the name you assign (or reassign) your cleaning business becomes its identity. The name you choose is vital to making a statement and drawing the attention of your target customers to your services. Choosing a unique and likeable name that is likely to attract clients will make promoting your brand a lot easier. Here are some tips to follow when naming your cleaning business: • Avoid overly generic names. • Study the naming trends for cleaning businesses in your region. • Avoid unnecessarily long names. • Choose a name that is easy to pronounce. • Choose an evergreen name that will likely not fade over the years.
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DESIGN AN ATTRACTIVE BUSINESS LOGO
The process of designing and choosing a suitable 36 INCLEAN NEW ZEALAND May 2021
business logo is quite similar to the business naming process—and keep in mind both shape your business’ identity. A common mistake to avoid is going overboard with your company’s logo. Generally, a visually appealing symbol or picture that encapsulates the purpose of your business without coming across as too pretentious or flashy should suffice. Whether you choose to hire a logo designer or not, some factors you should consider when designing your logo include: • The colours and the message they portray, for example, white symbolises cleanliness, green is associated with nature, and blue signals water and purity. • The visual appeal of your fonts. • The uniqueness of your logo’s shapes and images.
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UPHOLD STAFF PROFESSIONALISM
Essentially, your staff is the face of your cleaning business since it interacts with customers the most. Therefore, it makes sense to bring them on board the process of establishing your company’s brand. Equip your staff with customer service and communication skills through training and development programs. These skills will enable them to become better communicators and enhance how they interact with customers, from basic conversations to answering customer questions. Also, provide your staff with a uniform or a simple dress code to appear more professional. The uniform should be simple and have company branding, for example, in the form of a logo or company colors. Consistently delivering quality services and having a professional look can give your company a solid brand presence.