DRESS THE PART
Boost your branding and shop image by investing in your staff’s uniforms
BY NORA JOHNSON
MARKETING IS ALL ENCOMPASSING, from advertising materials, to a shop’s social media presence, to the design of a waiting room. But one factor of marketing that is often overlooked—particularly in the auto repair industry—is the professional appearance of the staff. Customers are far too often faced with shop employees wearing mismatched, and possibly greasy and worn-out shirts and pants. This look is not only a reflection of the shop but also the industry as a whole—possibly turning away top potential customers.
Michael Guenther, owner of Downtown Auto Service in Crofton, Neb., has recently invested in upgraded uniforms at his shop in order to boost brand awareness and ultimately grow his business.
“Being in a small town, you have to be able to bring new people in your shop,” Guenther explains. “That's why I’m focusing on my marketing right now, and where the idea of new uniforms came from.”
INDUSTRY IMAGE REFRESH
It’s no secret that the auto repair industry still battles a hovering negative public image. From being viewed as untrustworthy to unprofessional, it’s something every shop across the country faces from both potential and current customers each day. There are countless strategies one can implement to help push back against the industry’s reputation, but it should begin with where every one-on-one interaction begins: the first impression.
Like many owners, Guenther recognizes this challenge, and works to present a professional image to every customer that visits Downtown Auto Service. That professional image includes clean and clearly branded shop uniforms—something he has refreshed recently, to help grow his shop and market his business.
“If you're dressed for the part, so to speak, it really gives off a far better impression than regular clothes,” he explains.
A BRANDING EFFORT
In the past year, Guenther decided to put in more of an effort to market his business, and part of that came down to branding.
“Marketing was never something I did from the get-go, I just kind of hit the ground running and didn't worry about it,” he explains. Since, Guenther has become more involved in shop management training and marketing classes. This education made him realize that if he wanted to grow his business, he needed to start marketing his shop.
One of the first new marketing steps Guenther took was to focus on a rebrand, and he invested in a logo design for Downtown Auto Service. “Once I had the new shop logo, I decided to change up the shirt design,” he explains. “I decided to go from the regular striped design to something with a bit more color to tie into our logo.”
Now, each shop shirt is grey with orange sleeves, adorned with a patch of the new shop logo and the employee’s name. The freshly designed logo and shop marketing help to make Downtown Auto Service a recognizable brand in his small Nebraska town. With customers now faced with the logo each time they interact with a shop employee.
THE BENEFIT OF EASE
A shop owner wears many hats, and anything that can be done to automate a responsibility can be a blessing—even if it’s something as mundane as laundry.
Once a week, the company Guenther went through to order his uniforms stops by to pick up the dirty shirts and drops off clean ones, along with some rags and door mats. This helps Downtown Auto Service maintain a professional look and takes one responsibility off of the busy owner’s back.
The laundry service also takes away the annoying task of washing greasy uniforms from the staff.
“When I started in the industry and got my first uniform, I was living with my parents, and my mother refused to wash my dirty clothes,” he says. “I see providing the uniforms and the service as a benefit, to not have to deal with washing them themself.”
According to Guenther, there are over 10 shirts per employee within the cycle, allowing the company to drop off five at once to last the week. The service only costs him roughly an extra $300 a month.
“I'm currently transitioning right now to spend more time in the office, but I still wear my work shirts,” he says. “It’s great, I barely have any laundry to do.”