{"id":5842,"date":"2022-11-05T17:00:00","date_gmt":"2022-11-05T17:00:00","guid":{"rendered":"https:\/\/www.zenmaid.com\/magazine\/?p=5842"},"modified":"2025-05-22T03:14:02","modified_gmt":"2025-05-22T03:14:02","slug":"standout-brand-mission","status":"publish","type":"post","link":"https:\/\/www.zenmaid.com\/magazine\/standout-brand-mission\/","title":{"rendered":"How to build a magnetic brand for your cleaning business"},"content":{"rendered":"\n<figure class=\"wp-block-embed\">\n<div class=\"wp-block-embed__wrapper\"><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/1Nr6qLhLtqk\" width=\"560\" height=\"314\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<\/figure>\n\n\n\n<p><em>The following article is based on a presentation by Jeannie Henderson at the 2021 <\/em><a href=\"https:\/\/youtube.com\/playlist?list=PL8Co4V1UoDDCGpF6VpC0DrAtvsNmF6sRv\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Maid Summit<\/em><\/a><em>, hosted and organized by <\/em><a href=\"https:\/\/get.zenmaid.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>ZenMaid<\/em><\/a><em>. Jeannie is the founder and CEO of <\/em><a href=\"https:\/\/jeanniecleaning.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Jeannie Cleaning<\/em><\/a><em>. She is also a certified <\/em><a href=\"https:\/\/themaidcoach.com\/programs\/cbfcoaches\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Cleaning Business Fundamentals<\/em><\/a><em> coach.<\/em><\/p>\n\n\n\n<p>The cleaning business was supposed to be easy. When Jeannie Henderson started Jeannie Cleaning in 2015, she already had 30 franchise restaurants under her belt.<\/p>\n\n\n\n<p>Jeannie Cleaning would be her \u201cretirement business\u201d and would surely be easier to run than a restaurant.&nbsp;<\/p>\n\n\n\n<p>\u201cBoy, was I wrong,\u201d Jeannie says. \u201cI found myself in a complete mess.\u201d<\/p>\n\n\n\n<p>Jeannie knew how to grow a business, so Jeannie Cleaning doubled in size in one year.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Despite the fast growth, the business \u201cwas a complete, broken mess,\u201d Jeannie says.&nbsp;<\/p>\n\n\n\n<p><p>Employees and clients were miserable, Jeannie had no free time, and the business wasn\u2019t making money.&nbsp;&nbsp;<\/p>\n<p>The situation shifted when Jeannie enrolled in Debbie Sardone\u2019s Cleaning Business Fundamentals program. In addition to learning <a href=\"https:\/\/www.zenmaid.com\/magazine\/debbie-sardone-5-systems\/\" target=\"_blank\" rel=\"noreferrer noopener\">systems and strategies<\/a> for efficiency, she learned the top secret for creating a business that people love to run and <a href=\"https:\/\/www.zenmaid.com\/magazine\/attract-employees-funnel\/\" target=\"_blank\" rel=\"noreferrer noopener\">attracts great staff <\/a>and clients.&nbsp;<\/p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>It\u2019s a secret Jeannie enjoys sharing because it answers one of the top questions other maid service owners ask her: \u201cHow do I make my brand stand out?\u201d&nbsp;<\/p>\n\n\n\n<p>Attracting brand-loyal customers is one of the ways Jeannie tamed the chaos of fast growth and built a successful business she loves.&nbsp;<\/p>\n\n\n\n<p>Read on to learn Jeannie\u2019s secret for building your magnetic brand.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/32sDyhdEOzOFI2PYbKvHN5qmNUxP0RVQ7zcEtyr30t8Sqznp5kQZbsZRHvv7oxhKznBHDRyp4yFqXUV6j0tPitdVZxks0M_yO_Fdnc9pzKyEPsHDzMGAXIvIVX6dIQf8jHc0W3b4\" alt=\"\"\/><\/figure>\n\n\n\n<h2 id=\"heading-1\" class=\"wp-block-heading\" id=\"a-brand-isn-t-your-logo\"><strong>A brand isn\u2019t your logo<\/strong><\/h2>\n\n\n\n<p>Before you get started, get clear on what a brand is and isn\u2019t.&nbsp;<\/p>\n\n\n\n<p>The visual elements that define your company, like your logo, colors, and photography, aren\u2019t your brand.&nbsp;<\/p>\n\n\n\n<p>Your brand is how you make people feel when they come in contact with your business. It\u2019s <a href=\"https:\/\/www.zenmaid.com\/magazine\/how-to-use-customer-reviews-to-grow-your-maid-service\/\" target=\"_blank\" rel=\"noreferrer noopener\">your reputation<\/a> and how people perceive your services.&nbsp;<\/p>\n\n\n\n<p>Ask yourself: What are the words that come to mind when people think about your business? Are these the words you want them to think?<\/p>\n\n\n\n<p>These questions are important because, according to sales expert Brian Tracy,<a href=\"https:\/\/www.briantracy.com\/blog\/sales-success\/sales-process-handle-objections-and-use-closing-techniques-sales-funnel\/\" target=\"_blank\" rel=\"noreferrer noopener\"> 94% of sales in America are determined by issues other than price<\/a>.&nbsp;<\/p>\n\n\n\n<p><p>What factor sets you apart from your competitors?<\/p>\n<p><a href=\"https:\/\/get.zenmaid.com\/\"><img decoding=\"async\" src=\"https:\/\/www.zenmaid.com\/wp-content\/uploads\/2019\/05\/free-trial-banner-1.png\" alt=\"\"><\/a><\/p><\/p>\n\n\n\n<h2 id=\"heading-2\" class=\"wp-block-heading\" id=\"adopt-a-cause-to-support\"><strong>Adopt a cause to support&nbsp;<\/strong><\/h2>\n\n\n\n<p>When Jeannie started her maid service, people weren\u2019t thinking about her brand in the way she intended.<\/p>\n\n\n\n<p>How did she shift their perceptions? Here\u2019s the secret: She took on a big cause and built her company around it. Here\u2019s how you can do it, too.&nbsp;<\/p>\n\n\n\n<h3 id=\"heading-3\" class=\"wp-block-heading\" id=\"step-1-find-your-cause\"><strong>Step 1: Find your cause<\/strong><\/h3>\n\n\n\n<p>Think of your cause like a mission. In his book, \u201cInfinite Jest,\u201d author <a href=\"https:\/\/simonsinek.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Simon Sinek<\/a> defines a just cause as a goal that you can never fully achieve, yet it defines where you are going.<\/p>\n\n\n\n<p>To find your cause, ask yourself the following questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What do I care about?&nbsp;<\/li>\n\n\n\n<li>What do I love?&nbsp;<\/li>\n\n\n\n<li>What do I hate?&nbsp;<\/li>\n\n\n\n<li>In what way do I want my business to matter?<\/li>\n<\/ul>\n\n\n\n<p>Jeannie Cleaning\u2019s cause is to make lives better in all that they do. Everything the business does must support that cause.&nbsp;<\/p>\n\n\n\n<p>Jeannie believes this cause has helped her company continue to grow even during the pandemic.&nbsp;<\/p>\n\n\n\n<h3 id=\"heading-4\" class=\"wp-block-heading\" id=\"step-2-build-values-around-your-cause\"><strong>Step 2: Build values around your cause<\/strong><\/h3>\n\n\n\n<p>Once you\u2019ve decided on a cause, choose the core values that define it. Aim for three to seven words.&nbsp;<\/p>\n\n\n\n<p>This helps clarify the cause for employees and clients and helps keep you on track.&nbsp;<\/p>\n\n\n\n<p>At Jeannie Cleaning, the core values that support its cause are caring, excellence, and community. They don\u2019t call themselves a cleaning company. They say, \u201cWe&#8217;re a company working to make lives better.\u201d<\/p>\n\n\n\n<h3 id=\"heading-5\" class=\"wp-block-heading\" id=\"step-3-live-and-breath-your-cause-and-core-values\"><strong>Step 3: Live and breath your cause and core values<\/strong><\/h3>\n\n\n\n<p>Henry Ford said, \u201cA business that makes nothing but money is a poor kind of business.\u201d<\/p>\n\n\n\n<p>McDonald&#8217;s helps families access medical care and resources through the <a href=\"https:\/\/www.rmhc.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ronald McDonald House<\/a>. <a href=\"https:\/\/www.toms.com\/us\/impact.html\" target=\"_blank\" rel=\"noreferrer noopener\">TOMS<\/a> believes in \u201ca future where everyone has a chance to thrive.\u201d<\/p>\n\n\n\n<p>One of the ways Jeannie\u2019s Cleaning lives its cause is through its partnership with <a href=\"https:\/\/cleaningforareason.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Cleaning For a Reason<\/a>, which provides free home cleaning services to people with cancer. Many of its clients and employees have shared that they\u2019re loyal to Jeannie\u2019s Cleaning because of its involvement with the organization.<\/p>\n\n\n\n<p>When you create positive change in your community, it makes your business stand out and draws people to your business. So ask yourself, if I want people to support my business, how can my business support people?<\/p>\n\n\n\n<p><strong>Learn more:<\/strong><\/p>\n\n\n\n<p><em>For more resources on how to grow and perfect your cleaning business, check out the replays from the <\/em><a href=\"https:\/\/youtube.com\/playlist?list=PL8Co4V1UoDDCGpF6VpC0DrAtvsNmF6sRv\" target=\"_blank\" rel=\"noreferrer noopener\"><em>2021 Maid Summit<\/em><\/a><em>, hosted by <\/em><a href=\"https:\/\/get.zenmaid.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>ZenMaid<\/em><\/a><em>. The summit featured more than 60 presentations from other maid service owners who shared tools and strategies to help you achieve the highest levels of success in your business.&nbsp;<\/em><\/p>\n\n\n\n<p><strong>If you found this article helpful for your maid service, you may also like:<\/strong><\/p>\n\n\n<ul class=\"wp-block-latest-posts__list wp-block-latest-posts\"><li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/www.zenmaid.com\/magazine\/what-your-cleaning-business-needs-in-a-cancellation-policy\/\">What Your Cleaning Business Needs in a Cancellation Policy<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/www.zenmaid.com\/magazine\/why-i-switched-from-hourly-to-flat-rate-after-7-years\/\">Why I Switched From Hourly To Flat Rate After 7 Years<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/www.zenmaid.com\/magazine\/why-ryan-williams-started-a-cleaning-business-from-working-at-zenmaid\/\">Why Ryan Williams Started a Cleaning Business From Working at ZenMaid<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/www.zenmaid.com\/magazine\/9-scripts-for-upselling-add-on-cleaning-services-during-visits\/\">9 Scripts for Upselling Add-On Cleaning Services During Visits<\/a><\/li>\n<li><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/www.zenmaid.com\/magazine\/bundling-services-to-increase-average-job-value\/\">Bundling Services to Increase Average Job Value<\/a><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>The following article is based on a presentation by Jeannie Henderson at the 2021 Maid Summit, hosted and organized by ZenMaid. Jeannie is the founder and CEO of Jeannie Cleaning. She is also a certified Cleaning Business Fundamentals coach. The cleaning business was supposed to be easy. When Jeannie Henderson started Jeannie Cleaning in 2015, [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":5845,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"none","_seopress_titles_title":"How to build a magnetic brand for your cleaning business","_seopress_titles_desc":"Learn the top way Jeannie\u2019s Henderson transformed her cleaning business from chaos to moneymaker. 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