angela brown

Angela Brown Talks About Branding Your Cleaning Business

January 23, 2020 in branding, Grow your Maid Service

This article is based on a talk from Angela Brown that happened live at the 2019 Maid Summit, hosted and organized by ZenMaid.

Check out replays of talks from Angela and over 40 other cleaning industry experts at

Making your maid service easy to understand and identify is essential to being noticed in your niche. It also allows for a standard to be set, met and repeated across any cleaning company staff that you may employ.

Think about it. How does any quality cleaning company stand out in your mind?

  • They have an accurate name and logo.
  • You can identify them from other companies in their field.
  • They provide good customer service.
  • They are consistent.

This is not an accident, it is branding strategy.

Angela Brown, YouTuber and House Cleaning Guru, knows the secret to creating a powerful maid service brand.

Helping you to represent a consistent, united front to your clientele.

#1 First Impressions Matter For Your Maid Service

It is a cliche because it is absolutely accurate.

A cleaning client will judge you and your abilities based on their first impression. This is why it is so important to establish a status quo for your brand.

In the business of maid service, one should be clean. A cleaner’s hair should be kept out of the face, the shirt should breathe while work is being done.

Decide on a uniform that best suits the brand to provide a quality first impression. Go one step further and provide non-wrinkle shirts in the cleaning company color.

#2 Maintain Consistency Within Your House Cleaning Business

Once you have decided on a uniform, brand and style of cleaning, be consistent.

Showing up looking different each time indicates to your customer that something changed.

This can send an unconscious message to them that the cleaning may be different too. Just based off of appearance, one could potentially confuse a cleaning client about the cleaner’s abilities.

Clients of your maid service don’t do this on purpose, it is just the way our human brains are wired. We naturally feel more safe with what we understand and expect.

# 3 Extension Of Your Home Company Cleaning Brand

Everything that you do is an extension of your brand, down to your cleaning supplies kit. From your cleaning office staff, to your cleaners,  to your own personal vehicle, the whole lot should appear clean and organized.

The last thing you would want for your cleaning clients to see is a disorganized or dirty car. Keep up with these things. This is your maid service. This is your brand. Live it!

Plus, when it comes to referrals, your clients want to promote an image too.  Your home cleaning company is an extension of their taste, after all.

#4 No Bad Language Use In Residential Cleaning

Many people curse, and I am sure the last thing you want to do is be a stickler for language. The problem is though, some of your cleaning customers may get offended or they could have children running around.

Kid brains are like little sponges that record and repeat everything you say. Take a second to imagine that 4-letter nightmare.

Kids, offended or not, it’s best to avoid dirty language when representing a clean living. G-rated language eliminates a major turn-off for clients and is an easy, understandable policy to implement.

#5 Social Media Awareness For Your Maid Service

Y’all, if you don’t know by now, the internet is forever.

Being aware of how you are presenting yourself on social media is your most crucial brand tip. In fact, it’s so important to be aware of, it should probably be taught in grade schools.

Anyone can screenshot and send anything you post. This includes your private social media as well as the social media for your maid service.

Think about that the next time you send a charged response to someone you haven’t seen in 15 years.

Unfortunately, this can be screenshotted, and you may never even know if something you said has been spread around. An error in judgement could stomp out a brand with only a click, so think before you post.

#6 Work Consistency Within Your Domestic Cleaning Company

Having a consistent regimen for your domestic cleaning company can help to cut out guesswork and make your job easier. It will also show your cleaning client, no matter who shows up, that they will get the same cleaning service each time.

Better yet, have a checklist so you and your cleaning clients know what will occur each time they receive a service. If something more needs to be done, you can review the checklist with them and make adjustments as needed.

#7 Customer Service For Your Maid Service

If you deal with people, you deal with people issues. Bad moods, bad days, bad years, bad lives. These things happen, but you don’t have to let it affect your cleaner customer service and delivery.

Keep in mind, much of what people put out to you is a reflection through their own lens. As a home cleaning professional, this means not taking what they say to heart.

Try to keep in mind when dealing with a Negative Nelly, that you are only there to complete a maid service job for an allotted time. Let the little things go.

#8 Protect Your Home Cleaning Company’s Brand

If you protect your maid service brand, your brand protects you. Do everything according to the brand guidelines that you have chosen and keep those boundaries in place.

When running a house cleaning business, there are always going to be things you didn’t expect.  When you have a brand, it sets the status quo for your cleaning company and represents your default.

This really makes decision making much easier. When faced with a question of what to do about a specific request, refer to the brand. If it boosts your brand, do it. If it harms your brand, don’t.

#9 Protect Your Cleaning Customer

Consider this: Your regular home cleaning client sees a new incredible looking cleaning solution and does a 1-click purchase. They are “soooo excited” and ask you to use it on their antique wooden furniture.

You know that this product is NOT good for wood.

Rather than schooling your cleaning client on proper products, smile and let them have their moment. Then, explain that because this is not part of your usual cleaning kit, you will need to do some research at your office before using the product.

Clients have feelings too, and if you protect them, they will appreciate you more for it.

#10 Cleaning Client Confidentiality

When you have the type of career that puts you inside people’s homes, be sure they feel comfortable and safe. Having your customers back, is having their trust.


This cannot be stressed enough. Your cleaning clients should have confidence that you won’t go sharing all of their secrets around town.

If you find yourself in a situation where one cleaning client asks about another, politely say they are very nice and you appreciate their business. They will respect you more for not divulging gossip because they will know their own family secrets are safe too.

#11 Know What You Don’t Sell At Your Home Cleaning Company

A common mistake that home cleaning service owners make is over-promising.  If your client asks you to do something that is not part of your package, politely let them know.

The reason why you can’t learn on the job in these situations is because you can potentially damage furniture, which you are then responsible for.  A cleaning client will put more value and trust on a residential cleaning company that sets boundaries and keeps their home in tact.

#12 Become An Expert Communicator For Your Maid Service

You work with people. We all have good days and bad, we don’t always keep up with every little thing, we have complicated relationships.

What I am getting at is that you can’t take every mood or misstep personally. Many times a cleaning client may pop-off or say something you aren’t comfortable with. They may even miss a payment.

It is important to give them a chance to correct the error without jumping down their throat. It is a rare thing that anyone would cheat a cleaner on purpose.

#13 Cleaner Staff Retention

Be the kind of home cleaning company that you would want to work for. One that values and respects their staff. Listen to their ideas, their concerns and take them into consideration when making changes.

Cleaners are the people on the front line of your maid service operation. They do this job day in and day out. Trust them.

If you do these things, you will never want for quality cleaner staff. Happy cleaners will spread the word. Everyone wants to work at a place they enjoy.

Check out replays of talks from Angela and over 40 other cleaning industry experts at

Find more articles from Angela Brown and other cleaning experts on ZenMaid Magazine:


About the author: Amar is the founder and CEO of ZenMaid Software, Inc ( He previously started and ran Fast Friendly Spotless, a maid service in Orange County, CA. With the help of customized software to automate work he successfully operated the service in under 30 minutes per day. His goal with the maid service software at ZenMaid is to help other maid service owners do the same.

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