Updated: Jul 12, 2019
Public perception and image is important when running a mold remediation business. Client perception will affect likelihood of hiring a certain company. Industry perception might influence likelihood of referral from other contractors. As mold inspection and mold removal business owners, we hope to present a professional image. We want our clients to see that we are experts in our field, we are trustworthy, and we are guided by integrity and commitment to our work. A professional image lets clients know that we are knowledgeable, hard working and genuinely care about the quality of the work we do.
Like so many other things, company image relies on elements like branding and reputation. The key to building a strong professional image is CONSISTENCY. This means that everything you do and say has to align with the vision you have for your mold remediation brand. Unfortunately, business owners are not always self-aware enough to see what kind of image is being put forth by the company and its team members. Sometimes business owners miss the details and the non-verbal messages that the company and its team members might be putting out into the world.
Creating & Maintaining A Strong, Trustworthy Brand
Business branding is everything: logo, reputation, product quality, business values & principles and so much more. Branding is everything that shapes consumer perception of your company as a business and your business's standing within the mold remediation industry. You need everything from a powerful logo, to meaningful website content, to quality customer reviews and more. Everything that you do, every decision that you make as a business owner will influence your brand.
The hard work does not stop at creating the brand. In order to secure your professional image, you need to maintain your brand. Your brand is an ongoing investment. This means you will need to constantly work on your brand and adapt it as needed. Businesses naturally evolve with growth and development. You need to make sure that your business values, goals and message are constantly aligned with the image your brand presents to the world. It is important to review web content, adjust marketing campaigns, evaluate employees, assess your operations, and make sure that everything matches the brand you have worked so hard to develop.
So, you've put all this work into building a brand and developing marketing campaigns-- now, you have to put your money where your mouth is. You have to deliver on your promises and meet those high expectations that you've setup for yourself. Your marketing message, the information on your website, and everything you put out there about your services will help clients determine if you are the right company to handle their mold needs. A well designed website and carefully crafted marketing campaigns are great for drawing attention and getting those phones ringing. However, that all means nothing if you cannot meet client expectations.
It can be problematic when your marketing message, your web content and the other information you put out there creates expectations that you and your team aren't working hard to meet. If a mold remediation company who markets itself as a professional company, clients would expect a professional to walk through the door and perform top-quality work. However, if someone shows up not in uniform, without the right equipment, driving an unmarked vehicle, and carrying themselves in an unprofessional or even rude manner, potential clients can quickly decide that this is not the right company for the job.
Additionally, the work completed must yield the promised results. When it comes to mold services, there is no cutting corners. Mold is a bio contaminate that requires specific cleanup protocols with adherence to strict safety protocols. Technicians should be thoroughly trained, well-informed and able to effectively communicate with the client throughout the process.
Presenting A Professional Appearance
From the very first interaction with a brand, we instinctive start making judgments (weather consciously or subconsciously) that will either push us closer to hiring the company or drive us to start looking elsewhere. It is the responsibility of the business owner and owner's team of employees to maintain a healthy appearance that supports a professional image. Appearance covers a multitude of things like physical appearance, online presence and overall tone of the business and brand as a whole.
The most apparent element of creating a professional appearance will be your physical appearance. Physical appearance of your team, your team's behavior, the condition of the tools used on jobs, and the physical appearance of company vehicles are just a few key factors to consider. Team members should present themselves in a clean and reasonably hygienic manner, and uniforms should be clean and in reasonably good condition. Technicians and inspectors should conduct themselves in a safe and professional manner. Work trucks and company vehicles should be clean and well-maintained at all times. Work equipment should be regularly assessed with maintenance or replacement as needed.
Your appearance does not stop at you and your team. Your online presence, how you appear in marketing campaigns, and your appearance in other publications can impact your image. You need to pay attention to your web content, social media content and any other information you choose to put out there regarding the company.
Delivering Excellent Customer Service
While branding, appearance and quality of service are all very important in establishing a professional image, it all needs to be backed by excellent customer service. It won't matter how good your work is if your client is being mistreated by a technician or an inspector. No matter how clean and put together you appear to be, that can easily be overshadowed by poor phone communication or unprofessional on-site conduct. Customer service and the customer experience is so important to maintaining a professional image. In addition to technical training, technicians and inspectors should receive ongoing customer service training. Your team should practice phone conversation skills and on-site client interactions. Your team should be technically well-informed and confident, as well as empathetic, courteous, patient and overall professional. How your team interacts with your clients will speak volumes to your business values and business standards.