Originally posted – Apr 24, 2013
By definition, branding is the process involved in creating a unique name and image for a product in the consumer’s mind.
Unfortunately, in the self-service laundry industry, this generally does not exist. It’s something that’s often overlooked by the industry’s many absentee owners and its value is never fully realized. Often times, branding is not overlooked but actually passed over in some sort of convoluted effort to simplify a business plan.
Some laundry owners choose not to name their businesses at all, simply plastering “Coin Laundry” on the front of the store and calling it a job well done. But you wouldn’t eat at a restaurant that didn’t have a name, so why would anyone do their laundry at a place that didn’t have one either?
Branding is essential because it identifies what your business is about and how you are different from your competition. You want your brand embedded into the subconscious of your customers and potential customers. Stop thinking of your business as “just a laundromat” and start thinking of it as a brand.
Here’s how you do it…
The heart of branding in the laundry business begins with naming your establishment. What do you want your laundry to be most known for? Your convenient downtown location? Your proximity to a local landmark? Your excellent customer service? These factors should be considered when choosing a name.
In addition, hire a graphic designer to create a logo that employs your color scheme and, ideally, your name. Small businesses should always incorporate their name in the use of their logos. National brands have the luxury of simply using a characterless icon to identify their brand because of their wide range of exposure. However, small businesses operate on a different field, and consumers need a little more nudging to remember who you are. Use a characterless logo subtly on things like paychecks and in-store signage only. Beyond that, prospective customers need to “put a name to the face,” so to speak.
For interior paint schemes, consider that your customer is already in your store. You don’t need bright yellows and aqua blues to grab their attention. Pick distinguishable, eye-pleasing colors. They should be warm and inviting, as you want customers to feel not at home but somewhere better than home.
Blue is often the go-to color for not only laundromats but many other startups. While it’s true that blue is proven to be attractive to consumers, it doesn’t mean that it’s the only color that works. Try colors you like and then mix in a little blue along the way. Chances are it will still look good. Your mix of colors should be pronounced enough that when they are seen away from your business, they will remind the customer of your business – in a positive way.
Next, utilizing social media is a must for developing your brand. If you are not on the web, you simply aren’t trying. Set up Facebook and Twitter accounts, and commit to at least one post a week. Finding laundry-relevant things to post is not always easy, but sometimes posting a non-laundry question or comment just to engage your followers can be a good idea. Obviously, followers of a laundromat aren’t as likely to interact as followers of a rock band would be, but if you’re engaging enough, you’ll get the responses you’re looking for.
And, if taking five minutes out of your day to engage your online audience gets you one new customer, then it is worth it. Most importantly, it tells the public that you exist and you are accessible.
Feature things on your social media pages that your competition doesn’t have. Share a picture of your 80-pound washer or that newly installed card system. Even snap a picture of a smiling customer and post it (with permission, of course).
Make sure to include detailed descriptions of your business and services in the “About” section of the Facebook page. Twitter allots for only a small amount of information on your profile page, so fill that space with a short but descriptive line about your store and be sure to include the phone number. Default profile pictures should be that of your logo. Once the page is established with a substantial amount of followers, then you can have fun with switching the default pic once in a while.
It’s also a good idea to choose a scent to permeate throughout your business. There is nothing more inviting than a fresh scent that stimulates the senses of the consumer. I use a vanilla-lime scent that is common enough to smell while out and about yet unique enough that people will connect the scent to my laundromat. Spend a little more on higher quality products and pinpoint your signature scent.
Another small touch I like to employ is placing a mint atop each completed drop-off order. This is another branding technique that triggers positive sensory thoughts: “This laundry is so clean you can eat off of it.” Plus, who doesn’t like to pop a mint ever once in a while?
Create experiences and features that are unique to your establishment, as this will give you a leg up on the store down the street. It’s OK to borrow ideas from others in the laundry industry, but it’s critical that you add your own personal touch. After all, you can’t brand your business without being unique.
You don’t deserve a pat on the back for simply keeping your floors clean and your machines operating. Sadly, for many, this is what qualifies as an “excellent” laundry these days. Hold yourself to a higher standard. Ask yourself – and, more importantly, your customers – if you’re giving them all that they deserve. Make sure your customers have a voice.
Listen to both their praise and their criticism. You shouldn’t be happy with your business until they are. Your business is not about you and it’s not about your employees – it’s about your customers. Giving the customer what they need makes you a laundromat, but giving them what they want makes you a brand.
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