7 Cleaning Company Branding Tips to Maximize Growth
On average, it takes 5 to 7 impressions for consumers to remember your brand. This means that it's important to consider all the platforms and avenues for potential clients to interact with your cleaning company before they see all that you have to offer.
We live in a heavily branded society. Nearly every item we come across, from the time we wake up until the time we go to sleep, has some kind of messaging promoting different goods or services. We see it on our phones, computers, television screens, and we see it in real life; branding is everywhere.
Branding's purpose is to help set you apart from the competition. But without the proper implementation, your branding may just end up falling flat. And for cleaning companies with potentially small marketing budgets, there's little room for error or waste when it comes to branding.
Here's what we've picked up over the years about successful branding within the cleaning industry.
1. Decide on Your Brand Image
Your branding says a lot about who you are and what you're passionate about. When it comes to branding, there are all kinds of factors to consider, including:
- How do you want to be viewed in the marketplace? What is the image or reputation you are trying to convey?
- Who are you, and how do you help people? How are you making a difference in the lives of your clients?
- What is your brand personality? What sort of cleaning company are you? Investopedia defines a brand personality as “a set of human characteristics that are associated with a brand name.” This is important because it can help you to resonate with the right consumers.
Your brand image is key to helping potential clients understand what you stand for. According to Forbes, your brand image boosts brand recognition, makes the first impression, builds credibility, and helps unify your messaging. There are 5 main types of brand personalities to know about:
- Excited: Carefree, spirited, youthful
- Sincere: Kind, thoughtful, centered around family values
- Rugged: Rough, tough, outdoorsy, or athletic
- Competent: Successful, accomplished, influential, a strong leader
- Sophisticated: Elegant, prestigious
Here is an example of highlighting how a company helps a potential customer while also showcasing their sincere personality.
2. Keep Your Branding Consistent
Is your branding the same from platform to platform? Small Biz Genius shared that presenting a brand consistently across platforms can help increase revenue by as much as 23%.
The truth is, people want to know what they're getting, and branding helps show who you are. As a matter of fact, 59% of consumers prefer to buy new products from the brands they trust. When it comes to cleaning, consumers will be more likely to try new services from your company if they already know and trust you.
The flipside is also true. If you make too many changes or alter your branding too much, it could damage the trust you've worked hard to establish with your clients. Frequent changes to your cleaning services or branding messaging may just repel customers.
It's wise to keep your logo, website name, company name, and services consistent to avoid confusing your potential customers and disrupting the trust you've worked hard to build through your branding, customer service, and more.
3. Optimize Your Branding for Good Public Perception
What do you stand for? It matters to your clients more than you think. Is it quality service? Reliability? Responsiveness? Flexibility? 13% of consumers are actually willing to spend more if the brand they are supporting is trying to make a positive change in the world.
If this is part of your brand image, it's an important thing to share with your clients — it just may improve their loyalty to your brand. When you incorporate what you stand for in your branding, logos, and image, you're not only sharing these values with your clients and potential leads, but you're also demonstrating that it's an integral part of what you do.
Do you participate in Cleaning for a Reason, or do you offer discounted cleaning services for active members of the military or first responders? Work this into your branding messaging; it will show your clients what you care about.
4. Highlight Your Core Difference
Chances are, you already know why people should choose your cleaning company over the competition, but are you sharing this information in your branding?
There are cleaning companies across the country and throughout your region. So why should your clients choose yours? What makes your business unique?
You know your cleaning business better than anyone. It's up to you to show how you serve your customers better than any other cleaning company in town. The next step? Showcase your core difference in your marketing and branding.
Below is an example of a cleaning company that highlights its core difference well. Beyond just saying they have a reliable service, they have a full reliability guarantee.
They also highlight why someone should work with them and all the benefits to a potential client.
5. Share the Benefits: What's in It for Your Customers?
Running a cleaning company, it's easy to get wrapped up in the details about your company, but when potential clients take a look at your branding, they want to know how you'll make a difference in their life — they should be the hero of your branding, not you.
When it comes to branding, focus on what the benefits of working with your brand are, not just the features. How can you add value to their life or make their lives easier? If you only highlight the features of your cleaning company and not what sets you apart (or how you'll impact their day-to-day operations), you look the same as any other cleaning business.
The problem? You aren't like any other cleaning business!
Center your branding around the client and how your company will impact their life in a way no other cleaning company can, and you won't go wrong.
6. Make Your Branding Similar on all Media Channels
As you consider your branding, make sure that you're devoting energy to all relevant channels. Your content, promotions, and branding, and marketing efforts should show up on all of your relevant channels.
You should accomplish this in a way that fits the media outlet. (For example, your messaging on an Instagram story might look very different from a LinkedIn blog post), but no matter the channel, your messaging should stay consistent with your branding. You probably don't want to post a funny, silly Instagram story about dust bunnies while posting an authoritative, serious piece about the importance of cleaning for health, on Medium or LinkedIn. Both approaches are valid, of course, but they're inconsistent.
If you have the marketing budget to try and be omnipresent on all platforms, you have a remarkable opportunity to build credibility and trust faster than ever. But? Make sure your branding is consistent from platform to platform.
7. Don't Ignore Marketing Fundamentals
Whether your branding is fun, goofy, professional, or luxurious, all of that is fine. However, it's imperative that you don't neglect marketing fundamentals because of it. After all, incorporating your brand's personality is important to your overall image, but if you skip the fundamentals, people won't visit your site or hire you to clean their homes or businesses.
What kinds of marketing fundamentals should you be crossing off your to-do list?
- Build a solid, functional website design. It takes 05 seconds for users to form an opinion of your website, which means it's the perfect place to invest time, resources, and thought into how you're connecting with visitors to your website.
- Optimize your off-site online presence in locations like Google My Business, Directory management, and online reviews. You can gain a lot of credibility from Google — enough to sway people to reach out to your cleaning business. Credibility on Google makes it 29% more likely that a consumer will invest in a brand. Plus, consumers are 70% more likely to visit a website that has a Google My Business presence.
- Build a content marketing plan that reflects your expertise in the cleaning industry while also boosting your search engine optimization (SEO). The average percentage of trackable website traffic that comes from organic search results is an impressive 53%, and 39% of all consumers are influenced by relevant search results. The more you can do to improve your SEO, the better off you'll be.
- Flesh out your website with pages that help you get noticed in online searches and build your credibility. This includes creating service pages, industry pages, location pages, case study pages, blog posts, and reviews page to establish your authority as a credible, reliable cleaning service.
You can learn more about marketing, branding, and developing a strong online presence from the experts in marketing for cleaning companies at Marketing Systems By Design. They'll help you build your presence online, giving you more time to spend providing exceptional service to your clients.
Having a strong brand is the best way to attract customers and make sales easier. Memorable branding can do a lot of the work for you in winning over new clients and developing your entire client base.
The Janitorial Store is dedicated to providing all the resources cleaning companies need to grow into successful companies. In our time, we've helped more than 10,000 cleaning companies in over 70 countries start their business and expand their reach. We'd love for you to be next. To learn more about how we can help you with janitorial certifications, scale your business, and more, connect with us today!
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