Creating a consistent, high-quality customer experience has to be a priority for all businesses. Everything needs to reflect your brand’s image positively, from welcoming window displays to bright and airy entrance halls to well-designed websites, well-appointed shelves, and front-of-house operations. Back-of-house spaces and especially washrooms are often forgotten, but it is vital that they, as much as any other element of your business, reflect your brand’s image. All areas of your business can be designed with your brand in mind, including your premises’ washrooms.
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What is brand image?
Brand image is the perception of your brand based on all the interactions your customers and others have with your business. Brand image is not static and can evolve, and it will incorporate different opinions and points of view. Business owners work to present a strong and consistent brand personality in the hope that it will help create a brand image to be proud of. Your brand’s personality is more than its logo and tagline. It is how you distinguish yourself against others in the market, and this combines with customer opinion to create your brand image.
The impact of brand image on the customer
Your brand image will impact how customers perceive your business and, if they choose to use your products or buy your services. Here are a few ways it affects customer perception:
Brand image leaves an impression
You have approximately 7 seconds to make a first impression in business, so you want it to be a good one. Your brand needs to be well designed and quickly give an idea of what you do. Everything from your employees’ tidiness and dress to the responsiveness of your website will influence the impression a customer has. The small details really matter.
Brand image creates recognition
When buying new products, 59% of shoppers prefer to buy from brands they trust and recognise. A strong brand image helps build this recognition, and many of the most recognisable brands out there are instantly known for their logo and design, (both online and offline) and style of customer service. Your brand image encompasses visual elements and brand associations like speed, reliability, and quality. To become recognisable, you need to work on creating strong associations with your service as well as designs that represent your brand.
Brand image builds authenticity and trust
88% of consumers believe authenticity is a vital factor when making purchasing decisions. Your brand’s authenticity relies upon several factors, from consistency in your design and service level to ensuring transparency in all aspects of operations. The more often you can deliver on your brand promise with a strong brand image, the easier it will be for customers to believe in what you stand for.
Further research found that 46% of customers would pay more to brands they can trust, and your brand image is integral in developing this trust. Your employees need to embody your brand, and the same can be said of every element of your premises, whether you have a single store or several sites across the country. Consistency without appearing robotic, sterile and scripted is appreciated and recognised by customers.
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How your washroom can support your overall brand image
While washrooms are often forgotten, they can play a key role in supporting your brand image. They can help show your customers you care. Washrooms can also show that you recognise the importance of extending the customer experience into the washroom and that your visitors’ business is important to you.
Design & Colour
The design of your premises should not stop when a customer or employee enters the washroom. Keep the design and colour schemes consistent between front of house and washroom areas, so customers are aware they’re still on the same customer journey.
Scent marketing is a real thing. Research has shown that scent marketing can raise store sales by 11% and increase customer satisfaction scores by up to 20%, so ensuring your washrooms have a fragrant and pleasing aroma is vital. Badly maintained bathrooms don’t smell great, and even if the rest of your premises is perfect, it will have a negative impact on the way customers perceive your business.
Opt for touch-free solutions
Hygiene really matters to the modern consumer and opting for touch-free solutions for all washroom fixtures is something they’ll appreciate. Washroom hygiene is particularly important, and customers want to avoid contact as much as possible. Choose touch-free sanitary bins, hand soap and sanitiser dispensers to minimise touch points.
Choose eco-friendly fixtures
Eco-friendliness and sustainability are increasing in importance for customers, so finding eco-friendly solutions for your washrooms will not go unnoticed. Modern hand dryers with sustainable credentials will show your customers that you are a brand that cares about the environment and is serious about protecting it.
Showcase customer care
Additional extras in your bathrooms are always appreciated and show your customer you care about their overall experience and the little extra details. Nappy bins and free vend menstrual products demonstrate to customers you’ve got their back. This will in turn lead to a positive experience, positive brand associations and a healthy bottom line.
Support period dignity in your washroom
Provide free menstrual products to your staff & customers
Create an enhanced washroom experience with Citron Hygiene
While your washroom may not get as much attention, or indeed as many visitors, as your front of house, it still needs attention. A well-stocked, clean and hygienic washroom, consistent with your company’s image and design, shows your customer you care about every aspect of their visit. Citron Hygiene delivers high-quality solutions to clients around the UK to deliver an enhanced washroom experience. Book a free consultation to find out how we can help.