It’s what’s under the hood that counts
Paul Thrupp describes how the British Cleaning Council brand has recently evolved, but that a logo isn’t everything.
Last Autumn the British Institute of Facilities of Management (BIFM) underwent a major re-branding, including changing their name to the Institute of Workplace and Facilities Management (IWFM).
When this was first announced the then BIFM explained that the change wasn’t just simply a re-naming and new logo – it symbolised a fundamental shift in the way they worked, the way they would engage with their members and the way they would present what they did to the outside world.
About a month prior to this the British Cleaning Council enjoyed its own piece of re-branding, but our unveiling was somewhat quieter than that of our FM colleagues.
In fact, some of you might not have even noticed we’ve refreshed our logo, and I suspect many of you reading this will not really care one iota about our new pantone colours or our updated sans-serif typeface.
But one thing we were keen to do as part of this exercise was to subtly reposition our relationship with the cleaning industry through our visual identity.
For as long as anyone can remember the BCC has always laid claim to being the ‘Voice of the Industry’, and with over 20 members which represent every facet of the cleaning, hygiene and waste management sectors we still retain that authoritative, overarching presence which no other organisation has in commercial cleaning.
However, we were also becoming aware that to really help drive change, raise standards and enhance the reputation of the whole spectrum of professional cleaning services, we need to get the buy-in from not only own members, but also their respective members as well.
There are also of course, many companies, policy makers and influencers who are not directly aligned or affiliated to the BCC, but who are still crucial in helping us all to develop the sector in a positive way.
So, to reflect this need for genuine collaboration and partnership working in order to support the cleaning industry going forward, we introduced a new strapline which now reads ‘Your Industry. Your Voice.’
Again, to some of you that may not sound much a big deal, and you’ll be glad to know we didn’t commission some very expensive branding consultants to come up with the phrase which isn’t a million miles away from the old one.
But to the BCC this nuanced shift in how we promote ourselves to the cleaning industry is important, as it more
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effectively conveys our role as an enabler, as well as a leader, on key issues which affect us all across cleaning and related sectors.
All of our members were also all involved in the decision making around the new brand design and, despite the risk of a ‘camel-as-horse-designed-by-committee’ scenario, the whole consultation and vote process went remarkably smoothly.
What was also very important to us though throughout the re-branding exercise was to ensure everyone understood that a new brand, logo or snappy descriptor was no substitute for the innovation, effort and commitment that needs go on behind the scenes to deliver on the external brand promise.
To that end we are continuing to develop our grant-giving programme to help more BCC members explore new projects and ideas without taking all the financial risk.
We are also investing more in in-depth research and analysis of the UK’s cleaning sector (watch this space for more details on that) and are continuing to support BCC member-led working groups on issues such as skills, recruitment and colour-coding.
If you are interested in finding out more about these initiatives – or want us to hear your thoughts on an issue or opportunity you think we should be aware of as an organisation – we’ll be at The Cleaning Show in March and we’d love to get your perspective and views.
That’s what we mean by the BCC being ‘Your Industry. Your Voice’ – but we can only successfully deliver on that proposition if the wider cleaning sector engages with the BCC and our members.
www.britishcleaningcouncil.org twitter.com/TomoCleaning
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