Branding is important for any business. It helps distinguish you from the competition by improving recall and letting your customers know exactly what they can expect from you. Ultimately, this helps build credibility and trust that can help fuel business growth.
Internally, branding can help develop a unifying company culture, foster loyalty, and ensure job satisfaction.
Keep in mind that the principles of brand-building remain the same across industries. Nevertheless, there are certain nuances that you should consider. For those with a commercial cleaning business or planning to start one, here are some tips to get you started:
Invest in a Good Logo
Arguably the most important element of branding is the logo. It’s the visual representation of your company, making your brand more recognisable. What’s more, a well-crafted logo can communicate your vision and values.
Don’t think that you have to have to go for an intricate icon, either. Just consider the Google G, the Nike swoosh, the McDonald’s golden arches, and the Apple, well, apple. They’re simple but memorable, which is definitely something you want for your brand.
The colour scheme you pick is also important since it can convey different messages (e.g., green is usually symbolistic of growth and cleanliness).
Finally, while you’re planning your logo, you should also come up with a slogan that embodies your brand values and goals. This will help differentiate your business from other cleaning companies.
Streamline Your Marketing Materials
Once you have the final version of your logo ready, start using it in all your marketing efforts. From printing flyers to posting on social media, putting your branding elements on your promotional materials will help boost recognition and develop identity.
The design company who worked on your logo will also provide you with a brand manual. Essentially, this is a document that contains guidelines on how to use your logo in different applications (e.g., how to use it on a square versus a vertical rectangular layout). Follow the brand manual to ensure consistency in your materials.
Curate Your Online Presence
Millions of people use the internet every day, so you’d be remiss if you don’t establish a robust online presence and be where your customers are. The two most important things you have to invest in are a website and your social media presence.
Your website acts as your online business address. Here you can list down the services you have on offer, including the cost and inclusions. You can also use your website to host a blog, tell your brand story, and share testimonials from customers. It’s also ideal to have a dedicated contact page so visitors know how to get in touch.
Meanwhile, your social media accounts are perfect for engaging both your existing customers and potential ones. Post about special deals, share some cleaning tips and tricks, or conduct promos. Your social media pages are also perfect platforms to drive more visitors to your website.
Don’t forget to incorporate your brand’s logo and colours in your website and social accounts. This way, you’ll have a streamlined online and offline that can further build recall and loyalty.
The cleaning industry continues to evolve through the years. From greener cleaning solutions to robots and automation, innovations keep reshaping the landscape and you have to do your part to stay updated. If not, you’ll be overtaken by the competition.
Fortunately, it’s easy to read articles and watch videos about the latest cleaning technology online. Do your research so that you can determine when and how you should apply these innovations to your cleaning business so that you can always deliver quality services.
Focus on Customer Service
All your branding efforts will mean nothing if you don’t keep your customer service up to par. Maintain your professionalism at all times, even when you’re dealing with a difficult client. Be firm but not stubborn when it comes to negotiations.
It’s also good practice to ask for feedback. Make sure to follow up after jobs have been completed to gauge customer satisfaction and determine if you need to improve any aspect of your services. If you can, set-up a dedicated telephone number and/or email for customer comments and suggestions.
On social media, remember to respond to comments and messages politely. If someone gets combative, it’s best to deal with it outside of the comments section.
Reward Your Customers
Part of customer service involves retention campaigns, such as loyalty programs where long-time customers can earn rewards. You should also consider offering freebies, discounts, and referral bonuses to entice both old and new customers to book your services.
The key thing to remember is that customers love to feel valued. When they do, they’ll stay loyal and be more than willing to let others know about your company.
If you have employees, make sure that they’re aware of your brand manifesto, mission, and vision. What’s more, prioritise their well-being and they will bring their best to every job.
Last but certainly not least, take pride in everything you do! This will reflect on the quality of your service and will eventually be associated with your brand.