PEMBROKE, Mass. — Best Laundromat. The Finest Laundry. Super Wash Coin-Op. Express Wash. Townsend Laundry.
These are all perfectly adequate self-service laundry business names that state the essence of the offering and suggest good service with a relevant adjective.
But, does your laundry’s name stand out, generate buzz, create a bond, or make someone smile?
“Doesn’t have to,” mouths one owner. “I’ve been around for 15 years. Everyone knows my business. It’s simple and easy to say. What’s wrong with a short and sweet name?”
‘A CLEVER IDENTITY’
Every so often, I come across a clever identity. Here are a few:
The Bubblette — With this name, I think of a bank of machines, with bubbles emerging from them and popping in the air. Not a bad image for a prosaic place of business.
417 Clean — A little eccentric, but the 417 is the street number, and the “Clean” states its level of quality. The sobriquet, it seems to me, evokes strength, power and competence. Images of Mr. Clean dance in my head. It makes one wonder what the place is all about.
The Washboard — This name evokes the old-fashioned process of cleaning garments, and I picture hard-working machines doing a fine job.
Cleanie and I Laundry — I like this name because it evokes friendship. It’s a comforting identity, a place that I would like to patronize. Plus, it makes me wonder who “Cleanie” is.
‘A NEW MONIKER’
Am I saying that you should go right out and change your name? No, not exactly. But, if you are dissatisfied with your current identity, you might consider updating your image now.
A new moniker is like a makeover.
Or, if you are opening up a new location, you don’t have to call it “Top Dog Laundry.”
You could put on your thinking cap. Be creative and come up with an interesting designation. A chain with different names for each facility is perfectly satisfactory.
Or, if you are taking over a laundry operation, now would be the time to change its old handle to reflect a change in ownership.
Another thing you could work on, while you’re focused on identity, is coming up with a nifty slogan.
Remember the great ones: “America runs on Dunkin’” (Dunkin’ Donuts), “Just do it.” (Nike), “Think different” (Apple).
A good slogan adds an aura to the product.
It will inhabit the customer’s (or prospect’s) mind. Subconsciously, it might influence consumer decisions, just like a good name does.
Consider the following: “It’s cleaner than clean at Dawson’s.” “You’ll love us forever.” “The world turns at Buncombe’s Laundry House.” “Friends meet here.”
Add that underneath your new name—on signs, invoices, letters, vehicles, brochures—and you’ll expand your connection with the marketplace.
Furthermore, you’ll be one of the few operators who has more than a name as its identity.
Yes, a rose by any other name is a rose. But we’re not talking flowers. We’re talking business, and a straightforward designation is never good enough.
Finally, the next time you visit the Big Easy, stop by the corner of Bourbon and Dumaine streets and visit Washing Well LaunDRYteria.
Tell ’em Scott sent you.
Missed Part 1 of this story? You can read it now HERE.