There is a certain value that is associated with the word “new."
At New Brand Cleaners, our hope is that every customer we serve will experience the positive connotations with our cleaning services that also go along with this word. Not only do we want their garments to look as close to “new” as possible, we want them to feel refreshed, hopeful, and excited—all due to their decision to work with us.
Seth Godin defines “brand” as “The set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” It’s our hope that people will be part of a process that belongs to us. We want to create a culture and a tribe. When they belong to “New Brand” they belong to a family.
When you examine our company’s name, it is very simple: “Brand New” has been flipped. This mental association helps us with our marketing, coming up with a company tagline, and also provides an easy venue to tell our story. Not only will we be new and fresh to every customer that we encounter for the first time, but there will also be shelf life for this name down the road. Imagine this: after ten years of using us, a customer still gets excited to say that they go to “New Brand” for their family needs. They trust “New Brand” with all of their precious clothes. The neighborhoods basically chirp with excitement (yeah, I said ‘chirp’) because the nice guys from “New Brand” come through and pick up their clothes from their homes, providing a service that is second-to-none. After a decade of service, we are still “new” in all of our customers’ daily conversations.
Everything that we do will be hinged on Lamentations 3.22-23 from the Bible: “The steadfast love of the Lord never ceases; his mercies never come to an end; they are new every morning; great is your faithfulness.” Each day that God gives us: It’s a NEW BRAND!