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As you get your cleaning company up and running, it's important to develop a brand image. Your brand shows your personality and values to your clients, vendors, distributors, potential clients, and professional organizations you belong to. Despite what many small business owners think, developing a strong brand image is not for just for the big corporations, like McDonalds' Golden Arches, Nike's Swish, or Capital One's "What's in your wallet?". A strong brand image portrays your company as credible; it motivates your customers and develops customer loyalty. Another way to look at branding is to imagine going to a restaurant that changes its decor and menu every week. The customers of this restaurant would have no idea what's on the menu and no clue about the atmosphere they are walking into. With no consistency, customers would soon seek out an alternative solution. They want to know the type of food being served and if it has a quiet atmosphere or one filled with loud music or television sets playing seasonal sports programs. Public perception is an important part of any business, large or small. A consistent identity means developing a brand image for your cleaning company that shows you are dependable and consistent in the services that you provide. What does your cleaning business stand for? Fast service? Dependability? Healthy buildings? Or just doing the job right the first time? Incorporate this into your brand and then reflect that image in your logos, slogans and company promotional materials. A brand is much more than just the look and emotional feel of a logo. It is what your cleaning business stands for and what you want your customers to think of when they think about your business. It should distinguish your business as unique and help you stand out from your competition. Look at your mission statement and develop your brand image from the key elements that are the strengths of your cleaning company. Keep your brand simple and consistent, "we deliver for you", "we try harder", "just do it", and "eat fresh" are just a few examples of successful slogans that go with brand images. Once developed, keep your brand consistent and reflected in all of your marketing materials. Include your logo and slogan on all of your promotional materials, as well as company letterhead, faxes, statements, invoices, vehicle lettering and even voicemail. A strong, consistent message will help your cleaning customers and potential customers understand what your company has to offer. Today's consumers are hit hard every day with advertisements on radio, TV, the Internet, direct mail and print media. It's important for your cleaning business to have an image that shows you understand the needs of your customers. Consumers don't trust products and services that frequently change their brand image, so they'll look elsewhere to buy the products and services they need. Once you develop a strong brand you will not have to work as long or hard to get new accounts. Customers will know what you stand for even before you present a proposal to them. Taking the time at the start of your cleaning business to develop a brand - who you are and what you have to offer your customers - will pay off in the long run with increased profits for your cleaning company! Copyright (c) 2006 The Janitorial Store
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Steve Hanson is co-founding member of The Janitorial Store (TM), an online community that offers weekly tips, articles, downloads, discussion forums, and more for anyone who would like to learn how to start a cleaning business. Visit The Janitorial Store's blog and get inspired by reading cleaning success stories from owners of cleaning companies.
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