 | |  | |  | |  | |  | |  | |  | |  | |  | |  | |  | |  |
 | |  | |  | |  | |  | |  | |  | |  | |  |
Branding in the Portable Restroom industry
Steve McDonald discusses Branding in this article.
Keeping in line with our “Marketing” theme, we believe it is important to
take a closer look at branding along with the value of creating a brand that
reflects a positive message about who you (your business) is.
Branding is the end result of what it is that your customer or prospective
customer thinks of in association with your company. Again, it
encompasses much more than simply good design of a business card or a
clever logo. Branding is the quick message; the tag line that says it all.
Keeping in line with our “Marketing” theme, we believe it is important to
take a closer look at branding along with the value of creating a brand that
reflects a positive message about who you (your business) is.
Branding is the end result of what it is that your customer or prospective
customer thinks of in association with your company. Again, it
encompasses much more than simply good design of a business card or a
clever logo. Branding is the quick message; the tag line that says it all.
Remember that marketing is all about presentation to the masses and an aid to help sales pull more customers
through the sales process in a shortened period of time. For sales, the worst first visit is with a contractor that
greets you with “Oh, AAA Pumping. I have never heard of you, are you new?” The message is clear that in order
to walk away with that prospects business you will have to paint a vivid picture of who your company is, what you
stand for and what you can do for them. Sales in the portable sanitation business are crated through a process.
Using a similar scenario prefaced with a mail piece and an ad in a trade journal read by your prospect, the sales
professional is now greeted with “Oh, AAA Pumping, I have heard about you guys” or “I have seen your trucks.”
Whatever the association is, the prospect can, at a minimum, place your company on the consideration list. Sales
can use the five minutes he has been granted by the prospect to explain why AAA Pumping is the right choice for
providing a portable sanitation solution.
The purpose of branding is to associate a reason to buy before the sales call, such as: We are a family business. We
are professional. We are easy to deal with. We are dependable. We are a part of the community. We are the good
guys. In corporate America, Ford has done well with their branding, Ford is equal to tough, or Ford Tough. Wal-
mart, who has become the low-cost leader is now expanding on their tag by adding “Live Better” making the smile
on the happy face even brighter. Thus the consumer is comforted by the intellectual data that they are getting the
best price possible, they now are emotionally soothed with what everyone wants-a better outcome to their life You
can readily see how branding can create more sales.
Branding can also capitalize on price. The tag line is “We are the cheapest.” Recognize that your brand has to
accurately reflect your company. If you name your company “Affordable Sanitation” with an implication of a low
cost and quote the highest in town it sets wrong with prospects.
Of course it is in the selection of your company name that you can begin your branding. A name such as “Quality
Toilets” implies that the company may have higher standards but that it also might come at a cost. Most shoppers
want to know that they are going to get the best value not necessarily the cleanest or the cheapest. Some names are
catchy and work well for recall, while other names do nothing to help create a brand. This is why proper branding
is essential for a company.
In the portable restroom industry there are several companies that have done well in branding their name in such a
manner that it is synonymous with toilet rental. A contractor based in Minnesota looking to rent a portable toilet may
call several companies asking for the price to rent a “Biff” but there is only one company that uses that name. Port-
o-let is another strong name association. For the prospect the company name is the same thing as what they want to
rent. Jacuzzi is one manufacturer of spas yet many refer to spas as Jacuzzi. This type of name association is a
part of a branding process. A deeper advantage is when the company name reflects a particular characteristic that a
customer would find through doing business with that company.
Before launching a branding mission it is important that a company ask themselves a very specific question. “What
is it that I want prospects to think of when they think about my company?” Remember to make sure your branding
matches the message and that it can be properly communicated to everyone in the company. You have to make sure
everyone is on the same page.
There are some good companies out there that can help you with your branding mission. While there is nothing
wrong with using their services they can be a bit pricey and there is always the issue of outsiders gaining enough
insight into your customers and your business to produce a winning campaign. When using agencies that are not
familiar with your type of business there will be a natural gestation period while the agent or agency becomes
familiar enough with the intricate details about your business to offer advise on how to brand it. Many good
business people lack marketing training and stumble through the issue of how to brand or exactly what should be
branded. If this is you, contracting for outside help should be considered.
For you do-it-your-selfers don’t try to brand several messages at one time. It is very difficult and can become
counterproductive. Once you have determined the right tag for your company it is best to stick with it. Your brand
should be clear and consistent time after time and year after year unless of course your business goes through some
transition requiring the brand to change. Try to keep your tag to just a few words. Example “We are dependable.”
In reality growth in the portable sanitation business has been great. While many obstacles needed to be overcome
such as securing enough equipment, creating efficiencies and recruiting and keeping employees. All of these in
conjunction with day to day business are tough on the brain. About the only thing that nobody really had to give
much thought to was where the next customer was going to come from. The abundance of available business
allowed for entrepreneurs to side-step the issue of branding their company in conjunction with it’s marketing plan. It
definitely will take time to get the branding process to take root but the sooner you start the quicker that the roots
will take and begin to bear fruit.
Below are exact actions to take to begin the process of branding your company:
1.) Create a logo with your tag line in focus. This can be a little tricky. You may want to solicit
the help of a graphic artist to aid in this phase.
2.) Create a letterhead, Business cards, Invoices and statements utilizing the logo and the tag.
3.) Create a web site that reinforces your logo and tag.
4.) Create handouts that demonstrate your portable toilets, related equipment and service level. Make sure your logo
and tag are incorporated into the literature.
5.) Work with those that handle the phones to train them how to incorporate your tag into all their conversations
with customers, prospects and even vendors.
6.) Exhibit at appropriate trade shows - focus your presentation on your tag.
7.) Use the tremendous power of portable restrooms set out on job sites. Rather than simply displaying a phone
number - promote who you are. Use your logo and tag on all signage. Our industry has the benefit of decal
manufacturers capable of creating great, appropriate designs. Utilize the decals on all four sides and replace as they
get worn. It has become increasingly difficult to maintain one standard unit but try to keep your equipment in such a
manner that it is recognized as being yours. If color is all that you can hold on to then color it is.
8.) All service vehicles should, in addition to legal requirements, display your logo and tag.
9.) Take advantage of press releases. Look for opportunities to get your name in print. Press releases are short,
informative articles explaining the arrival of a new product or service. Expand your operation, add a territory, bring
in a new line, enhance anything at all and it is worth a 200 word article to your local paper (papers). Include a good
quality photo for consideration of use in conjunction with the article. Do use your logo and tag but don’t use terms
like ‘the best service company’. Try to keep your release short, direct and informative. Newspapers love them. I
would recommend submission of press releases at a rate of one every 60 days. This is a powerful marketing vehicle
that cost you nothing more than the time to put it together.
It will not take long for your branding to begin bringing you a return. Whatever your branding message is,
customers and prospects will begin to recognize you as being that. If you want to be known as the “dependable
company” you will. Now when sales walks in to visit with the contractor he is greeted with “Oh, AAA Pumping, I
know you – you’re that dependable company.”
Real branding will increase profitability by lowering your cost of getting new customers. It is not reasonable to
mobilize a sales force that can make five or six on-site calls to every individual prospect within your region. In fact,
if the prospect is not a target prospect even one on-site call may not be justified . Regardless, your brand will
become relevant and effective. When the obscure prospects do go to the yellow pages to find a provider, they can
scan the endless list of providers and come upon your name where they almost intuitively say to themselves ‘I’ve
heard about these guys - I think they do a pretty good job.’
Branding is an essential component in marketing. It is within the process that an image or perception of your
company is created. Proper branding can convert the propsect’s decision to use your company over a competitor.
When prospects believe that a toilet is a toilet is a toilet with all things being equal they will ultimately make a
decision based on what they perceive to be true about your company. In cases void of first hand experience a
selection will be based upon perception. A major influence factor rest in how well you have branded your company.
There are a variety of issues that the Sanitation Journal can help with in regard to marketing. Readers are
encouraged to write or email questions: PO Box 337, Lemoore, CA 93245 or info@sanitationjournal.com. There is
no charge for this service. All questions are immediately forwarded to the department head most capable of
addressing the question.
through the sales process in a shortened period of time. For sales, the worst first visit is with a contractor that
greets you with “Oh, AAA Pumping. I have never heard of you, are you new?” The message is clear that in order
to walk away with that prospects business you will have to paint a vivid picture of who your company is, what you
stand for and what you can do for them. Sales in the portable sanitation business are crated through a process.
Using a similar scenario prefaced with a mail piece and an ad in a trade journal read by your prospect, the sales
professional is now greeted with “Oh, AAA Pumping, I have heard about you guys” or “I have seen your trucks.”
Whatever the association is, the prospect can, at a minimum, place your company on the consideration list. Sales
can use the five minutes he has been granted by the prospect to explain why AAA Pumping is the right choice for
providing a portable sanitation solution.
The purpose of branding is to associate a reason to buy before the sales call, such as: We are a family business. We
are professional. We are easy to deal with. We are dependable. We are a part of the community. We are the good
guys. In corporate America, Ford has done well with their branding, Ford is equal to tough, or Ford Tough. Wal-
mart, who has become the low-cost leader is now expanding on their tag by adding “Live Better” making the smile
on the happy face even brighter. Thus the consumer is comforted by the intellectual data that they are getting the
best price possible, they now are emotionally soothed with what everyone wants-a better outcome to their life You
can readily see how branding can create more sales.
Branding can also capitalize on price. The tag line is “We are the cheapest.” Recognize that your brand has to
accurately reflect your company. If you name your company “Affordable Sanitation” with an implication of a low
cost and quote the highest in town it sets wrong with prospects.
Of course it is in the selection of your company name that you can begin your branding. A name such as “Quality
Toilets” implies that the company may have higher standards but that it also might come at a cost. Most shoppers
want to know that they are going to get the best value not necessarily the cleanest or the cheapest. Some names are
catchy and work well for recall, while other names do nothing to help create a brand. This is why proper branding
is essential for a company.
In the portable restroom industry there are several companies that have done well in branding their name in such a
manner that it is synonymous with toilet rental. A contractor based in Minnesota looking to rent a portable toilet may
call several companies asking for the price to rent a “Biff” but there is only one company that uses that name. Port-
o-let is another strong name association. For the prospect the company name is the same thing as what they want to
rent. Jacuzzi is one manufacturer of spas yet many refer to spas as Jacuzzi. This type of name association is a
part of a branding process. A deeper advantage is when the company name reflects a particular characteristic that a
customer would find through doing business with that company.
Before launching a branding mission it is important that a company ask themselves a very specific question. “What
is it that I want prospects to think of when they think about my company?” Remember to make sure your branding
matches the message and that it can be properly communicated to everyone in the company. You have to make sure
everyone is on the same page.
There are some good companies out there that can help you with your branding mission. While there is nothing
wrong with using their services they can be a bit pricey and there is always the issue of outsiders gaining enough
insight into your customers and your business to produce a winning campaign. When using agencies that are not
familiar with your type of business there will be a natural gestation period while the agent or agency becomes
familiar enough with the intricate details about your business to offer advise on how to brand it. Many good
business people lack marketing training and stumble through the issue of how to brand or exactly what should be
branded. If this is you, contracting for outside help should be considered.
For you do-it-your-selfers don’t try to brand several messages at one time. It is very difficult and can become
counterproductive. Once you have determined the right tag for your company it is best to stick with it. Your brand
should be clear and consistent time after time and year after year unless of course your business goes through some
transition requiring the brand to change. Try to keep your tag to just a few words. Example “We are dependable.”
In reality growth in the portable sanitation business has been great. While many obstacles needed to be overcome
such as securing enough equipment, creating efficiencies and recruiting and keeping employees. All of these in
conjunction with day to day business are tough on the brain. About the only thing that nobody really had to give
much thought to was where the next customer was going to come from. The abundance of available business
allowed for entrepreneurs to side-step the issue of branding their company in conjunction with it’s marketing plan. It
definitely will take time to get the branding process to take root but the sooner you start the quicker that the roots
will take and begin to bear fruit.
Below are exact actions to take to begin the process of branding your company:
1.) Create a logo with your tag line in focus. This can be a little tricky. You may want to solicit
the help of a graphic artist to aid in this phase.
2.) Create a letterhead, Business cards, Invoices and statements utilizing the logo and the tag.
3.) Create a web site that reinforces your logo and tag.
4.) Create handouts that demonstrate your portable toilets, related equipment and service level. Make sure your logo
and tag are incorporated into the literature.
5.) Work with those that handle the phones to train them how to incorporate your tag into all their conversations
with customers, prospects and even vendors.
6.) Exhibit at appropriate trade shows - focus your presentation on your tag.
7.) Use the tremendous power of portable restrooms set out on job sites. Rather than simply displaying a phone
number - promote who you are. Use your logo and tag on all signage. Our industry has the benefit of decal
manufacturers capable of creating great, appropriate designs. Utilize the decals on all four sides and replace as they
get worn. It has become increasingly difficult to maintain one standard unit but try to keep your equipment in such a
manner that it is recognized as being yours. If color is all that you can hold on to then color it is.
8.) All service vehicles should, in addition to legal requirements, display your logo and tag.
9.) Take advantage of press releases. Look for opportunities to get your name in print. Press releases are short,
informative articles explaining the arrival of a new product or service. Expand your operation, add a territory, bring
in a new line, enhance anything at all and it is worth a 200 word article to your local paper (papers). Include a good
quality photo for consideration of use in conjunction with the article. Do use your logo and tag but don’t use terms
like ‘the best service company’. Try to keep your release short, direct and informative. Newspapers love them. I
would recommend submission of press releases at a rate of one every 60 days. This is a powerful marketing vehicle
that cost you nothing more than the time to put it together.
It will not take long for your branding to begin bringing you a return. Whatever your branding message is,
customers and prospects will begin to recognize you as being that. If you want to be known as the “dependable
company” you will. Now when sales walks in to visit with the contractor he is greeted with “Oh, AAA Pumping, I
know you – you’re that dependable company.”
Real branding will increase profitability by lowering your cost of getting new customers. It is not reasonable to
mobilize a sales force that can make five or six on-site calls to every individual prospect within your region. In fact,
if the prospect is not a target prospect even one on-site call may not be justified . Regardless, your brand will
become relevant and effective. When the obscure prospects do go to the yellow pages to find a provider, they can
scan the endless list of providers and come upon your name where they almost intuitively say to themselves ‘I’ve
heard about these guys - I think they do a pretty good job.’
Branding is an essential component in marketing. It is within the process that an image or perception of your
company is created. Proper branding can convert the propsect’s decision to use your company over a competitor.
When prospects believe that a toilet is a toilet is a toilet with all things being equal they will ultimately make a
decision based on what they perceive to be true about your company. In cases void of first hand experience a
selection will be based upon perception. A major influence factor rest in how well you have branded your company.
There are a variety of issues that the Sanitation Journal can help with in regard to marketing. Readers are
encouraged to write or email questions: PO Box 337, Lemoore, CA 93245 or info@sanitationjournal.com. There is
no charge for this service. All questions are immediately forwarded to the department head most capable of
addressing the question.
Serving the American Liquid Waste Industry Since 2002