My wash isn’t that old (seven years), but I’m wondering about a rebranding of my site. I wonder if it would help me to catch new customers if I refreshed the look of my store — and what it says to passersby. Do you have any suggestions?

Dunn, Grand
Junction, TN

Do I have any suggestions? Does a one-legged duck swim in circles? (Sorry, I’ve been waiting to use that. I have a cousin from Tennessee – third cousin, twice removed. Or is it second, three times removed? I digress.)

Businesses typically rebrand for one of two reasons. The first is defense. This might happen when you’ve received negative publicity or a new and effective competitor has emerged. I’m guessing this is not your motivation.

The other is offensive. You’d want to consider this when you are introducing a new product or service (e.g. free vacuuming) or to attract a new audience. It sounds like you’re focusing on the latter.

Before jumping into a rebrand, I suggest you first consider what the change may do to your existing brand equity. This probably isn’t much of an issue if you’re defining rebrand as simply brand identity (logo or colors), but if you are going to emphasize one part of your brand promise over or instead of another, you potentially risk alienating existing customers.

After taking this into consideration, I would next consider all of the elements of your rebrand — how far you are willing to go and what it will cost? The less you do the less effective it will be, but the more you do the more expensive it will be. For example, will you change your monument sign but keep the same signage in your lanes, the same shirts on your staff and the same menus in your lobby?

Finally, I recommend rebranding to differentiate — and this requires a thoughtful look at your competition and your market. Do you want to position yourself as the “convenient” car wash? If so, keep the signs and exterior look clean, which denotes speed. Or, do you want to position yourself as the “spa” car wash? Then, you may want to choose colors, words and a logo that depicts a breadth of customizable services.

If you need any help, I may have a relative in the area.

Champ, I have a simple question for you: How many wash packages should I offer? Can you help?

Jan, Utrecht, Netherlands.

Can I help? Does a one-legged duck swim in circles? (Sorry, I don’t have any Dutch relatives as sources.)

This may be a simple question, but giving you a suitable answer is not because it depends upon so many variables, such as your competition, brand and capabilities. But, so as not to leave you hanging (or, “opknoping”), I will offer a few thoughts.

I’ve said before that I believe communications complexity is a common mistake for many car washes. Even if you’re not building your proposition on speed, car washes typically throw just too many words, numbers and pictures at customers. Doing so risks slowing you down, confusing the customer or, perhaps worst yet, allowing the customer’s choice to be made by chance!

My own personal belief is this: an odd number of choices is better than even, and anything more than five choices is just noise.

Champ Savage is a marketing expert. It says so right on his business card. He has traveled the world bringing ideas to business owners of all kinds, and his accolades are even more numerous than his passport stamps. Now, Savage lends his expertise exclusively to CAR WASH Magazine and its readers.