Cleanfax - January 2012
BUSINESS MANAGEMENT Fred Geyen is president of the Geyen Group www GeyenGroup com His background includes commercial product sales and program development for residential commercial and disaster restoration with ServiceMaster He has a Leadership in Energy and Environmental Design Accredited Professional LEED AP designation and is on the board of directors with the LMCCA Geyen can be contacted at 612 799 5111 Commercial Nothing is worse than empty promises or subpar service 12 CM Cleanfax January 2012 CLEANFAX COM Commercial Carpet Commercial Carpet For more information on this topic visit www cleanfax com For more information on related products visit www cleanfax com select Supplier Search from the main navigation bar By Fred Geyen cash flow Just how hot is your branding iron customers view our company One of the most effective measurements of your companys brand is the view that a prospective customer has of your company You can actually boil it down to what they would say about your company without ever having done business with it all of it built on impressions they have formed about your company from what they have heard from others Commercial carpet cleaning requires a good B2B business to business brand Do other businesses want to do business with your company based on what they see and have heard Just as in residential carpet cleaning everything you do has to send positive signals to prospective customers Commercial carpet cleaning is not about dogs cats and children but about professionalism and business savvy The tangibles The tangibles are things your customers can see or experience that helps them recognize your brand These can include but are not limited to Company logo Letterhead business cards envelopes Trucks Uniforms business attire Websites Bid presentations Telephone discussions Trade show exhibits The intangibles The second aspect of branding is the intangible The H ere is a test question for you Is General Mills the brand or is Wheaties the brand General Mills owns Wheaties Wheaties is the brand The marketing message the reputation the endorsements and more all promote Wheaties as the breakfast of champions It is a brand that has stuck in the minds of consumers for more than 75 years It didnt happen by chance It was the result of strong branding This type of information should get you thinking about the future of your commercial carpet cleaning business and specifically how to build a strong brand one that entices customers to do business with you We need to qualify that branding is not the same as sales marketing or advertising Branding is often confused with the creation of a logo Its not that simple Branding is your reputation We all have one whether we planned it or not For good or bad your reputation exists and it follows you around The same holds true for your business as your business has a reputation that did not need any committee approval from anyone It is assumed that each of us is concerned not only about our personal reputation but also our business or marketplace reputation If someone wanted to change their reputation and came up to you asking how to do that what would you say Most of us would probably begin by saying Change what you do or Change your dress and appearance or Change your speech and conduct Things like that Reputations and brands are built on the tangible which are how we look and what we say but also the intangibles which are how customers and prospective
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