Established residential cleaning company benefits from taking a more holistic look at its brand marketing and messaging – and meets its target for growing its client base.

Carnation Home Cleaning, a family-owned and operated residential cleaning company in Mesa, AZ, initially came to Brenits Creative seeking an update to its dated logo. After the initial logo project, we identified their business goals, and we were able to partner with Carnation to better position the company in a competitive market and refresh the brand and marketing.

The follow-up work encompassed strategic planning, new messaging and positioning, a full website revamp, a new email marketing program and online advertising.

PROJECT DETAILS

Goodbye, Decades-Old Logo

When we first met Gina Bring, Carnation Home Cleaning’s owner, it was clear she knew her business. Her focus was on delivering quality eco-friendly residential cleaning services to homeowners across Phoenix’s East Valley.

Goodbye, Decades-Old Logo

Gina grew Carnation from just one person to a staff of more than a dozen – a huge accomplishment. Yet Gina had the drive, determination, and desire to do even more. First, she wanted a new look for the dated logo for her 21-year-old business. We developed a new concept that kept the stylized carnation graphic but modernized its design and the logo typography.

After working together on the first project, we realized we could help Carnation even more. And Gina agreed.

We could reposition the company to attract more of Carnation’s ideal clientele while strengthening the brand and the effectiveness of its marketing, both online and off.

Branding Workshop Yields Key Insights and Focus Areas

Next, we shifted our attention to more strategic work with a five-hour branding workshop. We talked with Gina about her competitors, what made the company unique, her target audience and even the type of employees she wanted.

We learned that one of Carnation Home Cleaning’s differentiators is that it uses green cleaning products – a fact that hadn’t made its way into the company’s marketing and would be appealing to consumers. From the intensive workshop, we developed new messaging and marketplace positioning, along with a new tagline: Clean doesn’t smell.

Digital Focus Includes Site Redesign and Optimization and Email Marketing

Carnation Home Cleaning’s website required a top-to-bottom revamp. We created a new, mobile-friendly site, optimizing it for both search and also to appeal to its target audience and future employees.

Adding a blog gave Carnation the opportunity to regularly update the site while providing helpful information. We paired these timely updates with a new email newsletter designed to engage and inform Carnation’s customers and prospects.

A few months into the engagement, we recommended online advertising and a lead-capture process to more effectively bring prospective customers through the sales pipeline and into the home office.

The Brenits Creative team developed online ad campaigns for multiple customer groups and optimized the site for SEO, including ensuring Carnation’s Google Analytics was being used to its full advantage.

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