By Shay Baig, Marketing Manager, Transchem Group & Turtle Wax Pro

In an industry with as many players as car washing has, the battle of standing out from other washes in the area is never-ending. Marketing is often looked at as the answer to this, but the truth is that marketing is vast, with many getting lost in the realm of advertising, promotions, buzz words and trends. While these tools can be effective, consistently strong marketing will start from the core of a wash’s presence, your brand identity.  

Why Your Brand Identity Matters

People tend to get lost in the how (how can they get customers) instead of the what (what customers want to see) or the why (why should a customer choose you). Does a big inflatable mascot or “Best Wash in Town” sign sound familiar to you? If every car wash in the area relies on these same common practices, there isn’t much standing out in the eye of customers.  

The identity of your car wash’s brand is the foundation of all your marketing efforts, it’s answering the what or the why to help customers understand why they should choose you over another.

An Actionable Exercise: Strengthen Your Brand in 20 Minutes

While establishing a brand identity may sound complicated, you may be relieved to know that you don’t need a huge budget or need to leverage fancy consultants. This is a practical six-step exercise that you can use to help define your car wash’s brand identity.  

1. Start With Your Values

Take a few minutes to reflect on what drives your business. What principles guide your actions and decisions? Your core values will be the building blocks of your brand and what your car wash will be known for.  

Even what may seem like simple characteristics can be used to establish a robust brand identity, as many of the largest brands focus on easy to understand and universally appreciated aspects of great customer service and reliability.  

Write down three core values that define your business. Examples could be:

• Eco-friendly practices  

• Excellent quality

• A community-first, neighbourly approach

These values will shape how you communicate with customers and what they expect from your business.

2. Identify Your Unique Selling Points (USPs)

What sets your car wash apart from the competition? Is it your high-tech equipment? The speed of your service? Perhaps you use biodegradable soaps, or maybe you offer a unique loyalty program. Think about what customers rave about when they talk about your service. This will help you craft your USPs.

To get started, ask yourself:

• What does your car wash do better than anyone else?

• What do customers consistently praise about your service?

• Are there features or benefits you offer that others don’t?

Your USPs are the key differentiators that will help your marketing message stand out, as they make your wash unique and unlike the other options on the market.  

3. Describe Your Ideal Customer

Next, consider who your target customers are. This will help you shape your messaging and marketing strategies to connect with the people who matter most to your business. 

• Who is your ideal customer?

• What are their needs, preferences and behaviors when it comes to car washing?

• What would motivate them to choose your car wash over competitors?

Create a short profile of your ideal customer to better understand their expectations and how to deliver the most value to them. While we all would love being able to win the hearts of every single individual, tailoring your efforts to certain groups of customers allows you to better cater to them.  

4. Craft Your Brand Statement

Now, bring all these elements together. Combine your values, USPs and customer profile into a single, clear brand statement. This statement should clearly showcase the value you provide your consumer base.  

For example: “At [Your Car Wash Name], we provide eco-friendly, high-quality car care with exceptional service to busy professionals who value sustainability.”

This statement is used to ensure that your future marketing efforts reflect what you offer in the market space.  

5. Test and Refine Your Brand Statement

Once you’ve crafted your brand statement, share it with your team or trusted customers.  

Does it clearly communicate what makes your car wash different? Is it memorable and authentic? If not, keep drafting until it feels right.  

6. Incorporate Your Brand Identity into Your Marketing

Now that you’ve clarified your brand identity, it’s time to infuse it into everything you do: 

• Update your website and social media profiles to reflect your brand values and unique selling points. 

• Ensure your marketing communications embody what you wrote in the brand statement, so you can appeal to your consumer base.  

• Ensure that your customer experience aligns with your brand as bringing people into your wash is only half the job. They will want to see the value you promised to keep coming back.  

By implementing a clear and authentic brand identity, you'll raise customer satisfaction, differentiate yourself from the rest and bring in more customers who are aligned with your goals.

Putting It All Together: From Thought to Action

Upon completing this exercise, you should feel strong about a brand identity that resonates with what your car wash is and, in turn, a consumer base who values it. Leverage it in signage, social media, local sponsorships, promotions and more. All your marketing should feel rooted in the identity you’ve created.