Why do so many detailers...

BlkHemiLTD

BlkHemiLTD

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Why do so many of the pro detailiers have a car silhouette as a logo... seems like a big fad that went on or something. Not hating on anyones logo just an observation.

:poke:
 
Kind of like using some form of the word "Detail" in the name, usually a pun on the level of service; "Incredibly Detailed" or "Attention to Detailing", etc. Just an industry cliche! Not necessarily anything wrong with it. It helps create brand recognition and lets you piggy back off of your competitions marketing if your logo is similar!

Look in the phonebook and see how many "ABC" and "A123" mechanics, plumbers, contractors (ABC Construction, etc.) there are. That's because back in the olden days, people used phonebooks to find businesses that they called with phones that were attached to the wall! (Dark times those were). 'ABC' or 'A123' was always at the top of the list! Lots of folks just go down the list and call each one until someone has what they are looking for. Being at the top of the list is a good way to ensure you get called!
 
Yeah I can understand the name having to have detailing or shine or gloss or things of that nature because its what people associate with the business and most likely what they will search for when looking for a detailer but the logo could be much more creative than 3 or 4 lines worked into a car shape...
 
Romans5.8 said:
Kind of like using some form of the word "Detail" in the name, usually a pun on the level of service; "Incredibly Detailed" or "Attention to Detailing", etc. Just an industry cliche! Not necessarily anything wrong with it. It helps create brand recognition and lets you piggy back off of your competitions marketing if your logo is similar!

Look in the phonebook and see how many "ABC" and "A123" mechanics, plumbers, contractors (ABC Construction, etc.) there are. That's because back in the olden days, people used phonebooks to find businesses that they called with phones that were attached to the wall! (Dark times those were). 'ABC' or 'A123' was always at the top of the list! Lots of folks just go down the list and call each one until someone has what they are looking for. Being at the top of the list is a good way to ensure you get called!
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I know people who still do this today...
 
I have been thinking about the "Detailing" part as well. There is a lot of companies that don't use it, so yeah :dunno:

Autogeek, Meguiar's, Chemical Guys, Menzerna, etc...
 
I am just starting my detailing business and went thru this entire exercise. Finally chose the name EXTREME RADIANCE. I then included my car as the background of my business card. This way i can show off my work.

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hernandez.art13 said:
I have been thinking about the "Detailing" part as well. There is a lot of companies that don't use it, so yeah :dunno:

Autogeek, Meguiar's, Chemical Guys, Menzerna, etc...
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Those aren't detailing companies (in the sense of performing detailing work)... they are companies who sell detailing products.

There are plenty of corporations whose name has nothing to do with the products/services they sell; many Fortune 500 companies are like this. However, as a sole-proprietor who is just starting out, it's a lot easier to advertise a brand/name that's easy to remember and allows potential customers to easily understand what it is that you do - hence people using 'detailing' as part of their business name.

The same can be said about almost any blue collar profession: plumbing, framing, roofing, photography... You will find plenty of businesses who use those terms in their business name for that identification.
 
Yeah I can imagine. This is just a hobby for me but if I wanted to start a business the name and logo would probably almost drive me crazy!
 
Detailer use the logo because its classy looking and you can find it in the public domain. If your starting a detailing business and not just a $40 car wash business, stay clear of cheap looking cartoon logos.
 
drvnbysound said:
I know people who still do this today...
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Yep. It's still fairly relevant as some searches display things in alphabetical order. But the internet, anonymous online reviews, and easy research has meant that you really do have to do a superior job.

Here's the thing about names;

You need to keep it simple, and you need it to say what you are doing! People love to bring up examples of household names, but they only get away with it BECAUSE they are a household name. When Henry Ford started his business it was common to name a business after yourself (I once worked at a place called 'R&R', named after 'Ron and Rita', the original owners in the 1920's. It was a household name, it was synonymous with 'hardware store' in the area!)

Ford, to use that example, used a logo that has 'Ford' in small print on top and 'Fine Motor Cars' or 'Motor Company' below it in various variations for more than a decade before becoming the plain blue 'Ford' oval. They first established themselves as a 'motor company'. Now, things like restaurants and things can have cool and catchy names- but I think any sort of service company needs to have the name incorporated in it some way that expresses what they do. Personally, I like names that incorporate words like "Premier", "Superior", "Concours", "Luxury"; because they have a connotation that you are a top-shelf detailer. BUT- that's where market research comes in, because your market may consist of commercial trucks, minivans, and other clients who may think you only work on high end luxury cars! And if there aren't enough high end luxury clients to keep you sustainable- you need to attract those customers!

Also, the silhouette thing is kind of a good idea because it needs to be simple. Would Chevrolet, BMW, Ford, or even AutoGeek be as easily recognizable if not for their very simple logos?

A simple logo, a simple informative name, and a simple business card that doesn't try to cram all of the company information onto one card is, I think, a recipe for marketing success!
 
Joeyavhu said:
Detailer use the logo because its classy looking and you can find it in the public domain. If your starting a detailing business and not just a $40 car wash business, stay clear of cheap looking cartoon logos.
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So, I shouldn't any use these??
:pc7424::autowash::buffing:
 
Joeyavhu said:
Detailer use the logo because its classy looking and you can find it in the public domain. If your starting a detailing business and not just a $40 car wash business, stay clear of cheap looking cartoon logos.
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+1. Simple silhouette! I'm a huge fan of AMMO NYC for that reason (and his success can't be discounted). The logo is uber simple, his truck is uber simple, his website and business cards are uber simple. He gets it stuck in your head! Heck, how many people call Larry Kossilla the "AmmoNYC guy" because they can't remember his name- but have no problem remembering his company?

I'm a huge fan of simple marketing. But that's me. I just think something quick, simple, elegant and professional looking will stand out to a customer more than something that looks like a used-car dealer flyer.

drvnbysound said:
So, I shouldn't any use these??
:pc7424::autowash::buffing:
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Has anyone else noticed that dude TOWERS over that truck and there's no way he could fit inside it?
 
Id say thats opion based becuase I dont find it classy.

The cartoon thing may work, for example Ivan from Autogeek, but maybe not as a detailing service logo. In the end its all opinion based really but as a consumer and as people in general the ones that stand out will get the first look is all Im saying if i see 4 detailers with silhoutte logos and one other guy who got creative I would most likely start there...again my opinion
 
I don't seem to see the words: luxury, premier, superior, etc. associated with the brands that are... you just know that they are (and it's built over time obviously): Ferrari, Porsche, TAG Heuer, Omega, to name a few. But you know that it is because the quality of the product, the way it's presented (including marketing), and the associated level of service, etc.

Having said that, I don't know that I'd go with something like: Luxurious Detailing, just to try to send the message that you are 'above' the competition.

It's also pretty difficult to open a new business charging more than the existing competition already does; particularly if no one knows/understands the difference in service provided. Why would someone choose the new business that charges more, over the existing service they already use for less?
 
Romans5.8 said:
Has anyone else noticed that dude TOWERS over that truck and there's no way he could fit inside it?
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Reminds me of the early-mid 90's mini-trucks. When the frame is sitting on the ground, everyone towers over it :) Not all that different from seeing how some people fit in Smart Cars or those mini Fiats today.
 
drvnbysound said:
I don't seem to see the words: luxury, premier, superior, etc. associated with the brands that are... you just know that they are (and it's built over time obviously): Ferrari, Porsche, TAG Heuer, Omega, to name a few. But you know that it is because the quality of the product, the way it's presented (including marketing), and the associated level of service, etc.

Having said that, I don't know that I'd go with something like: Luxurious Detailing, just to try to send the message that you are 'above' the competition.

It's also pretty difficult to open a new business charging more than the existing competition already does; particularly if no one knows/understands the difference in service provided. Why would someone choose the new business that charges more, over the existing service they already use for less?
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You don't necessarily have to charge more. It's all about getting the customer to have an idea in their head that you provide the best level of service. Something like "Premier Auto Care" or using it below the name like "Bob's Detailing - Luxury Class Detailing for YOUR car". The latter could attract both groups of customers by simply capitalizing 'Your'. The guy with a Minivan reads it and says "Oh, I can get great quality detailing even on my car?" and the guy with the Ferrari says "Oh, he means my car because it's Luxury class!".

Obviously, the thing about marketing is that it's not universal. There will be differing opinions. The idea is to get a marketing and naming strategy that appeals to YOUR market as BROADLY as possible. That's why simple is so good. Simple, usually, is safe for just about everyone. I saw on Ford's facebook page a whole group of people are in outrage over their Christmas ad where the little girl asks for a Ford Fusion for Christmas. Apparently they think Ford is encouraging children to steal cars and go on joyrides and do drugs (I'm not making this up). Just goes to show that you have to be careful and sometimes 'less is more' when it comes to marketing. Being universal, broad, and 'safe'.
 
drvnbysound said:
Why would someone choose the new business that charges more, over the existing service they already use for less?
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I think perceived quality has a little to do with it. Most people just looking for a car wash may not give the higher priced guy a second glance just based on cost. However, people who are actually looking for quality would be inclined to probably go talk to you and ask questions in which case you will be afforded the opportunity to educate and inform them about why your services are better.
 
BlkHemiLTD said:
I think perceived quality has a little to do with it. Most people just looking for a car wash may not give the higher priced guy a second glance just based on cost. However, people who are actually looking for quality would be inclined to probably go talk to you and ask questions in which case you will be afforded the opportunity to educate and inform them about why your services are better.
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+1. The guy who argues with the gas station clerk because the automatic car wash w/ brushes costs $8 is not going to be your customer. Know YOUR market, and what YOUR market wants. Your market being the people willing to pay you for your services who, in turn, you are capable of providing great quality work to!
 
The image has become a standard in the industry. Almost like a wrench or a tool is used for mechanics. People know it when they see it and can work well for quick branding. For long term use, I don't think it is a good idea as it is not unique to your company, just your industry.
 
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