Forget being a name-changer… be a game changer!

Changing the name doesn’t work. It only creates more problems. Instead of people not having a reason to call or buy your products and services, now they don’t even know who you are and wonder where the old company went.

If customers don’t know you, it’s not about the name. It’s because you didn’t give them a reason to remember you in the — first place.

Marketing is all about the message, and how you convey that message.

Is that message building trust and credibility? Does it drive people to tell others about you?

It’s so easy to think that changing a name will change everything. Yet, if there is no message being delivered to get people to trust you, nothing changes.

Before you go changing names and images, ask yourself if you did everything possible to convey your message to your customers. Once that name is changed, you have to work twice as hard to rebuild that trust.

Rebranding is too hard! And conveys the wrong message!

Mark Cermak, a very vocal cleaner who spends time on the various cleaning boards as well as many social media cleaning sites educating cleaners, says his first impression was: “I don’t like it”. Andy Bayler responded to Mark’s assessment by saying, “The particular name they've chosen may chart well with the end user demographic...I hope. I don't care for the new name that much, but I'm not the target market.”

New Coke, Qwikster, Buzz and now…

To be fair and not to seem like I’m slamming the IICRC — errr, I mean The Clean Trust — I went to their website and read through their FAQs. I really wanted to find something that made me feel all warm and fuzzy inside, that what they did was necessary and gave me a sense that they cared about me and wanted me to be there for them.

What I found was confusion.

Take for instance, this question: “What is it supposed to mean?”

Here’s the response. “The Clean Trust lets people know exactly what we do, in a business-like, technical, professional way. We train. We set the standards. We certify. We vouch for a technician’s ability and professionalism and thereby ease our customer’s worries and concerns. Although the acronym of the IICRC also had a meaning, it wasn’t as direct and easy to understand.”

I’m not feeling it. How about you? At least the old name told me right away what the Institute of Inspection, Cleaning and Restoration Certification did.

Remarketing is the game changing method preferred by those that desire to make the necessary changes to increase revenue and win over customers. No name change involved.

It’s not that difficult if you take the time to do it.

Let customers know what you, your products and services are all about. Let them know what to expect from you. Eliminate their confusion. Give them a reason to trust you. Tell them upfront “what’s in it for them” to use you. Be their friend. Allow them to share their experiences about you with others. Be welcoming. Have empathy for them. Make them feel like family. Give them an experience.

Agent Rob signing out…for now!

Rob Anspach has been in the cleaning industry for 18 years. He is an IICRC a Clean Trust Master Textile Cleaner Agent and the owner/operator of Premiere Carpet Cleaners in Lancaster County, PA. Rob is also a savvy marketer. He teaches businesses how to monetize their online and offline marketing experience, how to attract and retain affluent clients and how to profit from their passions. For more information, go to www.RobAnspach.com.