“Brand Confusion” is a kind of identity crisis that can be costly to your cleaning business. If the branding for your cleaning company suffers from this deadly illness, it’s time for a change.
Rebranding your cleaning business is the first step to recovery. Try these branding tips on how to create a company brand that will boost your business to the next level.
Listen: Brand Confusion
Watch: Brand Confusion
Hey there, I’m Angela Brown, and this is Ask a House Cleaner. This is a show where you get to ask a house cleaning question, and I get to help you find an answer. You can find this and 400 other answered questions in this series on our YouTube channel.
Brand confusion and how it costs you money in your house cleaning business. Here is a very interesting situation that happened this last week. It might be affecting your business as well.
There’s a woman that hired me and her idea for hiring me was that I could help her with her branding. Because she was 378 episodes into a podcast when lo and behold, she realized she was undiscoverable.
Okay, 378 episodes is a long time to get into the thicket of something to realize that it’s not set up from the beginning. Not that the focus is on podcasting, but that as you grow your business, everything that you do from day one should be headed in the same direction. So the search engines, your customers, your prospects, your referrals, your ratings and reviews, all head in the same direction.
You Have to Match to be Discoverable
Here was the problem, she had named her podcast something completely different from her business. Now, I’m going to call this woman, Melanie Anderson, (not her real name). And I’m going to call her podcast, Timeout, (not the real name).
Now, when I went to find her on iTunes, I was looking for Melanie Anderson, which did not pop up. I was looking for a Timeout, The name of the show which did not pop up. What was interesting was, she had chosen a professional name that was different than Melanie Anderson.
When I was searching for her on iTunes, I could not find her. She gave me the link to find her podcast. And when I clicked on it, I was like, that’s not the right podcast. This is a picture of a family on a boat and they’re out sailing.
Make Your Podcast Match Your Business
The title didn’t match and the title wasn’t Timeout, that’s what she was calling it on her website. But when you actually go to iTunes, it was something completely different, like Take The Time Off You Deserve.
So, that’s a little bit different, Firstly, it had nothing to do with house cleaning, and it had nothing to do with the picture that was on the cover of the podcast art.
I was 100% sure she had given me a broken link, or it was the wrong link. So, I went back to her. Interestingly, the search engines play the same game. They try to connect all the dots, but I’m not a search engine, I am a human with a title, with a link. I still couldn’t find it. I’m like, “This is really weird, maybe it’s on her Facebook group.”
Your Social Media Needs to Match as Well
So, I went to Facebook and I’m friends with her on Facebook. So, I found her on Facebook, she had a business page. I clicked on the business page and it had yet a different title.
There was nothing about cleaning or the topic she was speaking on. And so now I had three different bits of information. What’s even more peculiar than that is the profile picture that she used. The profile picture did not match the profile picture that she is my friend under.
So, the business page and her profile picture did not match. Now, some people have a business Facebook page, for this, they have a business logo. Okay, that’s fine. I’m open to that as a concept. When I went to her website, the logo did not match the logo on the Facebook page.
You Need a Term That Links Back to Your Brand
If her business was about cleaning, which it’s not. If it was searching for a house cleaner or a maid or something like that then you would never find it under the term Timeout. This is how peculiar it was. She was using a term that did not link back to her business.
So, you need to start thinking, do all the pieces of my puzzle match. Do I have pieces of different pictures for different puzzles or do I have all the same puzzle pieces for the same puzzle? So, we had to start over and completely, re-brand her company.
Now the challenge is this, she is 378 episodes into her podcast, and they’re all about random, different things, they’re not even focused and streamlined on a particular topic. And so, while you can talk about the peripheral of something, what’s difficult is the search engine doesn’t know how to find her either.
Nobody Can Recommend You Without a Focus
And I’m a human and I have all the links, could not find her. I was 100% sure at every click that I was in the wrong place landing on the wrong page.
How on earth do you recommend that? I can’t turn around to recommend her to any of my friends, because I don’t know where to recommend them. They’re going to have the same unlucky user experience that I had because it’s all these weird different puzzle pieces.
So, what we have to do is pick one profile picture. That’s the profile picture that you’re going to use for your Twitter account, your Pinterest page, your Instagram, and your Facebook.
Your Social Media Handles Should Match
If you can match up your handles, the handles should match your business name. For example, our company name is Savvy Cleaner. Our handles are Savvy Cleaner on Facebook Savvy Cleaner on Instagram Savvy Cleaner on Twitter.
The handles match up.
So if you can have your handles match because having weird, random, different handles you will never have the user experience of somebody figuring out that they’ve landed on the right page.
Part of Your Brand is That Everything Matches
And so, everything has to match. Part of your brand is that everything matches. And it is as simple as choosing the same font, and the same two or three branding colors in all your color schemes.
It just clues you in that, “Hey, we’re in the right place.” She had sent me a picture for one of her podcast and it had this soft orangey glow with some light, delicate lettering. Then when I got to the podcast, the actual podcast itself was a bold picture that had really blocky, chunky letters on it.
Again, they were so different, that I was 100% sure I was in the wrong place. And I did several searches to try to locate her information before I called her back and I said, “I’m just lost.”
A Search Engine is Not Going to Give You Many Chances
A search engine is not going to give you that many chances. So if you’re starting your business right now, you want to start thinking about all the different elements of your brand. So that as you move forward, those things that we talked about are channeling in the right way direction.
And if you do have a business and it’s a little bit mixed up, now’s the time to stop and re-brand yourself. Every dollar that you spend in advertising is going to lead somebody back to the home base, whether it’s your website or a social media page.
And so, you have to decide what that is, and you have to start branding that today so that your messaging is consistent and cohesive.
Present a Consistent and Cohesive Message
When you present a consistent and cohesive message, people that are following you expect that you have a consistent and cohesive product or service. They want something that they then can wrap their head around and then they choose to buy from you.
The best part about having a consistent and cohesive message is that once people understand it, they can turn around and recommend it to their friends. That’s where the referrals come from.Resources
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The 22 Immutable Laws of Branding – https://amzn.to/2UW8BHk
Hello, My Name Is Awesome: How to Create Brand Names That Stick – https://amzn.to/2BnnYlm
How to Launch a Brand: Your Step-by-Step Guide to Crafting a Brand – https://amzn.to/37Dp4FA
Scratch: How to build a potent modern brand from the inside out – https://amzn.to/3hC3N3A
The Brand Gap: Revised Edition – https://amzn.to/3hFS8Ru
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