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Upping Laundry Brand Game in Marketplace (Part 1)

“My operation is making a push to improve its brand strategy in the marketplace. What steps can you suggest?”

Uniforms/Workwear Manufacturing: Duane Houvener, ADI-American Dawn Inc., Los Angeles, Calif.

Duane Houvener
Duane Houvener

Improving your brand strategy in the marketplace requires a comprehensive approach that aligns your brand identity with your target audience’s needs and perceptions. Here are some steps you can consider:

Define Your Brand Identity—Clearly articulate what your brand stands for, what values it represents and what makes it unique. This includes defining your brand purpose, mission, vision and brand personality.

Understand Your Target Audience—Tailor your brand strategy to effectively resonate with them.

Conduct a Brand Audit—Evaluate your current brand image, messaging and positioning in the marketplace.

Identify strengths, weaknesses, opportunities and threats to your brand.

Craft a narrative that communicates your brand’s history, values, and mission in a compelling and authentic way. A strong brand story can emotionally connect with your audience and differentiate you from competitors.

Create Consistent Brand Messaging—Ensure that your brand messaging is consistent across all touchpoints, including your website, social media channels, advertising, packaging and customer interactions. 

Design a Strong Visual Identity—Develop a visually appealing and cohesive brand identity that includes your logo and imagery. Your visual identity should reflect your brand’s personality and resonate with your target audience.

Build Brand Awareness—Implement marketing strategies to increase brand visibility and awareness. This may include advertising campaigns, content marketing, social media engagement, public relations efforts and partnerships.

Deliver Exceptional Customer Experiences—Focus on providing excellent customer service and delivering consistent, high-quality products or services. 

Positive customer experiences can strengthen brand loyalty and advocacy. Ask for customer reviews.

Monitor—Continuously monitor market trends, customer feedback and competitors’ actions.

Adapt—Be prepared to adapt your brand strategy as needed to stay relevant and competitive in the marketplace.

Measure Success—Establish key performance indicators (KPIs) to track the effectiveness of your brand strategy. This could include metrics such as brand awareness, brand sentiment, customer satisfaction and market share.

By following these steps, you can develop a brand strategy that hits home with your target audience and helps differentiate your business in the marketplace.

Healthcare Laundry: Jay Juffre, ImageFIRST, King of Prussia, Pa.

Jay Juffre
Jay Juffre

This is an interesting question. How does one push to improve brand in the marketplace?  

Advertising? Word of mouth? Social media? Little League sponsorships? Most organizations think these are the best ways to improve their brand.

They are mistaken.

Put simply, your brand is what you do every day. Only by consistently delivering top-quality service can you expect your brand to improve in the marketplace.

In today’s world, brands can be built up or torn down quickly. Look at companies like Tesla, which has established incredible brand loyalty in a relatively short amount of time (when was the last time you saw a Tesla commercial?).

Or brands like Bud Light, which watched one decision by a marketing executive dramatically hurt its brand and devalue its company by millions of dollars.  

Ultimately, how your brand is received by the marketplace is completely dependent on prospects’ and customers’ perceptions of your company. 

Taking all of this into account, let’s take it one step at a time.  

First, have you and your team sat down and defined what your brand is and what you want it to be? It may be basic, it may be lofty, but the team needs to align around who you are as a company and what you want to be known for in the marketplace.  

Most organizations have a hard time with this step.  

Step two: is there a gap between what you want to be and how the market perceives you? How big is the gap? What activities do you need to do to close the gap?  

Thirdly, how good are you at what you do? Honestly assess things like quality, service, problem resolution and other areas that define your brand.  

Finally, work with the team to develop, eliminate or minimize the gaps you see in the areas described above.  

Ultimately, creating a great brand is all about delivering consistency over time. Your brand will only be as good as your ability to execute what customers expect. I hope this helps.

Commercial Laundry: Rodrigo Patron, Lace House Linen, Petaluma, Calif.

Rodrigo Patron
Rodrigo Patron

If you are reading this magazine, you are likely aware that the laundry industry is a highly competitive field. 

To stand out from the crowd and attract customers, it’s essential to establish a strong and recognizable brand identity. To achieve this, there are several crucial steps you should take to ensure your brand is well-positioned in the marketplace and resonates with your target audience. 

With careful planning and execution, you can create a brand that not only differentiates you from your competitors but also inspires trust, loyalty and long-term relationships with your customers.

Firstly, identify your niche. The laundry industry has various sectors ranging from healthcare to hospitality. Determine where your strengths lie and focus on those areas. 

For instance, if you specialize in handling delicate fabrics or specialty napkins, make this your brand’s identity. By focusing on your strengths, you can create a unique selling proposition that differentiates your brand from competitors. 

Next, quality is non-negotiable in an industry where cleanliness is paramount. Invest in your soil sorting system, new washers or better chemicals; train your employees rigorously; and implement quality control measures. 

This will ensure that you consistently deliver high-quality services to your customers. Remember, one slip-up can tarnish your reputation faster than a mildew stain on a 100% cotton white napkin.

Customer service is also crucial. Be responsive, reliable and friendly. Go the extra mile to make that extra delivery or drop, and if all the drivers are gone, don’t hesitate to put those 10 bundles of napkins in the trunk of your car and drop them off to your client on your way home. 

By providing excellent customer service, you can build strong relationships with your customers, which will lead to repeat business and positive word-of-mouth recommendations.

Your branding is more than just a logo and a catchy slogan. It reflects your business’s personality. Define what sets you apart from the competition. 

Maybe you just got a new fleet of eco-friendly electric vehicles, or you have the capacity to handle massive volumes of laundry with ease. 

Ensure your branding reflects your uniqueness. By establishing a strong brand identity, you can attract more customers and build a loyal following.

In today’s digital age, an online presence is crucial. Invest in a user-friendly website that showcases your services and highlights your unique selling points. 

Social media can also be a powerful tool for connecting with potential customers. Use social media platforms to share relevant content, engage with your audience, and promote your services, or add a QR code on the side of your delivery trucks so people can check out your webpage.

Lastly, stay ahead of the curve by keeping an eye on industry trends, attending trade shows and seeking feedback from your customers. 

By staying up to date with the latest trends and innovations, you can adapt your business to meet changing customer needs and preferences. 

Remember that adaptability is key to staying relevant in our industry.

Check back tomorrow for ideas from textile/uniform rental, equipment manufacturing and equipment/supply distribution insiders.

Have a question or comment? E-mail our editor Matt Poe at [email protected].