The Importance of Branding

by Ian Martinez

Branding your business, in any industry, is very important to driving success. Detailing is a little different in the sense that there aren’t big corporations people go to for detailing. So, you can “get away” without branding by good work and word of mouth. However, branding brings a level of professionalism to help build that trust with new clients and have higher end clients take you seriously.

What do I mean by branding? In this aspect, I mean that you need to not only seem like a person who does detailing, but that you own a company that offers detailing services. So, what are the most important aspects of this?

Brand Name – Even if it’s just “Joe’s Detailing” having a name is the first step.
Logo – Having a logo again raises the level of professionalism and allows an easy association to your business for your clients
Website – A website is not only a good place to drive traffic in your local area but a place to showcase your work and easily direct clients to see pictures, packages and pricing. Especially at a car show or something like that, people need something they can go look at on their own time and have your site sell to them for you.
Instagram – Instagram is the new business card. Like a website, is a great way to showcase your work and not something people can put in their pocket and lose. It also allows an easy avenue of communication with direct messaging. Other social media platforms can be good as well but being that detailing results are highly visual, Instagram makes that the focal point and then can direct to your site for more in-depth info.
Business Cards – These are honestly not as important as they used to be, just because of the way people consume and process information. When was the last time you held onto a business card? It is more of a way you can get people to your website or really your Instagram as unless they follow you while you are there, it is likely they will forget the name. So, your business card has your info and looks very professional but getting that conversion to your website or Instagram is how you can get closer to securing that client.
Company Shirts – When you show up to a job, being in “uniform” again raises the level of professionalism. What kind of shirts you choose depends on your brands image and your clientele. You may want a polo with your logo stitched in. Or maybe your clients are more in the car “scene” and showing up in a T-shirt and being able to talk more candidly about cars builds a better connection with that client.

Remember that at the end of the day, it’s your business and you can brand, or not, however you would like. The main thing to remember is that detailing is a very personal industry as detailers all smaller operations. So, make your business reflect how you are as a person so when you meet clients it feels authentic. That is what will help you secure big contracts or high-end clients.