Today’s cleaning industry is more competitive than ever. If a firm doesn’t have a positive, can-do image in the eyes of clients and prospects, it runs the risk of falling behind or, worse, going out of business.
We spoke with three industry professionals on this topic, all of whom played key roles in their firms winning Image Awards as part of BSCAI’s CLEAN Awards program. The annual honors recognize companies that have excelled in enhancing the image of their businesses.
Course Correction
A strong image begins with understanding what matters most to clients. By prioritizing their needs and delivering reliable, high-quality service, cleaning companies build trust. This reliability needs to come across in the firm’s image. If it doesn’t, contract cleaning firms must alter the way they present themselves to the paying public.
For Clean Method, winner of the Image Award for mid-sized companies, this meant changes that extended into the digital realm. “We recognized the need to enhance our digital presence to better reflect our company's values and services,” Todd Galaida, director, says. This led to a comprehensive redesign of Clean Method’s website, focusing on user experience and accessibility. Today, the firm’s online presence much more accurately represents its commitment to quality and professionalism.
Complete Facility Services also had to make changes. “There was some course correction,” says F. Nazir Hill, president and CEO of the company. “We found ourselves replicating other firms. We made an executive decision to separate and distinguish ourselves from the pack by doing the small things a lot of companies just don’t do. We became extremely detail oriented.” Complete Facility Services recently received the Image Award for small companies.
Image Strategy
Marketing plays a big role in presenting a positive image to clients and potential clientele. In this regard, creating visually appealing and impactful messaging is the goal. “In the contract cleaning industry, finding beauty might not seem obvious at first. But it becomes effortless when you focus on the people behind the work — the ones who take pride in making our spaces clean and inviting,” says Terell Weg, MSNW Group LLC president and CEO.
Weg believes the human element is what truly shapes her company’s positive image and earned it BSCAI’s Image Award for the large company category.
Relevancy is also a major factor in positive image creation. This entails demonstrating that your firm has embraced the innovation that has been taking place in the industry. “If you are stuck in the old way of the cleaning business, you will simply get left behind,” Hill cautions. He adds that cleaning firms with the best image are consistent year in and year out, and their success is evident in the well-maintained and cleaned buildings they are responsible for.
Superior brand marketing extends into the digital realm, too. A firm’s website must be updated and user-friendly, and social media profiles must be active and relevant. “These platforms serve as the first point of contact for many clients and should reflect the company's professionalism and values,” Galaida says.
In the physical world, Galaida urges cohesive branding across all platforms, especially a firm’s marketing materials, to ensure a consistent and trustworthy image. “Build genuine relationships with your customers,” he adds. “We take the time to understand each client’s unique needs, providing personalized service and proactive communication.”
Potential Pitfalls
There are always possible hazards to avoid in image creation and course correction. One of the main ones is poor communication.
The best communication plans include market-ready strategies that detail how staff should handle any issues or concerns that arise. Such plans should start at the employee level. “Your company can only go as far as your employees take you,” Hill says. “Having a reliable team will allow you to scale and grow in ways you couldn’t have imagined.”
Another potential pitfall is inconsistency. If your branding, messaging or service quality isn’t aligned, it can greatly weaken your image. Disparities in branding or communication across different platforms can confuse clients and dilute a company's image.
Neglecting or ignoring customer and/or employee feedback will also cause problems. Chiefly, it can lead to unresolved issues that cause harm to the company's reputation. “Actively listening and responding to concerns is vital for continuous improvement and maintaining a positive image,” Galaida says.
Perhaps the greatest pitfall? Complacency. Weg sums it up best: “A strong, positive image isn’t built once. It’s continuously shaped and reinforced. Staying relevant means constantly evolving. Just existing isn’t enough. You have to show up, connect with your audience and be part of the conversation. A company must exist in the public eye — putting itself out there, staying visible and maintaining a strong presence. A great reputation doesn’t happen in silence!”