Ducky & Co. Pool Cleaning
Happy Monday! I'm so excited to introduce a new series on this blog today. I teased this last week on Instagram, but in case you don't follow me there (it's fine, no hard feelings, whatever), I'll recap it here.
In doing research for clients, or just while enjoying my daily Pinterest perusing, I'm constantly coming up with different brand concepts for businesses in all sorts of industries. I typically present at least three brand concepts to any given client, so naturally, when a concept is settled on, the rest of them end up on the cutting room floor! Adding this series to the blog seems like the best way to showcase all that creative work that would otherwise never see the outside of my office.
I'm kicking off this series today with a concept that is getting me SO impatient for summer. I'll be presenting this one to a client later this week, so you guys are really spoiled here getting a sneak peek 😉 Hope you enjoy, and if you would love to see a concept for a particular industry, leave a comment below or shoot me an email!
Ducky & Co. Pool Cleaning
This concept is for a pool cleaning company that will be serving the Orange County area of Southern California. A quick google search of pool cleaners in the area shows a pretty bleak list of search results, and a range of websites that look like they haven't been updated since 1999. You might be thinking, "it's pool cleaning... is an attractive website and Instagram feed really necessary?", and to be totally honest, you could definitely argue that it's not. That being said, allow me to make my argument. With so many pool cleaning companies (*substitute whatever industry you're in*), standing out is hard. You might have the best prices, best value, best customer service, etc., but if you aren't nailing the first impression you leave with a potential customer, how will they ever get to know and understand those qualities that make your business the so great?! Obviously, there are already plenty of pool cleaning companies making a profit without a strong emphasis on their branding, so you could take that as a sign that you don't need to invest in your branding in order to be successful. But, why not use that gap to your advantage instead, and position yourself as the go-to guy in the industry, with a strong brand to back that claim up?
So, now that I've hopefully convinced you how critical branding is, let's dive in (pun intended) to the strategy behind this concept. According to a 2015 study published by Daily Mail, 84% of women make the financial decisions in a household, and with sites like Angie's List constantly popping up and gaining more popularity, particularly with women, it seems that targeting women with your advertising is an increasingly smart move. Additionally, women still overwhelmingly tend to be the stay-at-home parent, so in the case of pool cleaning, women may have a more vested interest in making the final decision on who they are inviting into their backyard, namely, someone who is clean, polite, and professional with kids around. With those facts in mind, I decided to tailor this brand strategy towards women, specifically moms. The photos chosen in the concept represent a mix of family photos, kids, some backyard decor, and party planning inspo. I wanted to incorporate the rubber duck to leave a fun and memorable impression, especially with a mom of young kids. The logo is playful, and would make for a cute detail on a business card or postcard mailer that's kid-appropriate.
Because 58% of Instagram users are women, and since Instagram isn't the first social media that comes to mind when thinking of pool cleaning businesses, utilizing the currently under-saturated platform (in terms of pool cleaning) is a sure fire way to get exposure to the target demographic. Now throw in a simple website with a clean landing page, and blog about topics ranging from "how often to change your pool filter" to "how to throw the perfect summer pool party" for SEO purposes, and you're set.
I'd love to hear your feedback! If you're fed up with your current pool cleaner, would you consider making the switch to this one? Leave a comment below and let me know! 🐥💦 And if you're looking to up-level your small business's brand and marketing strategy, let's talk!