How To Brand Your Portable Restroom Business

Branding is a very powerful tool that conveys a uniform quality and adds to a company’s credibility.
How To Brand Your Portable Restroom Business
Beverly Lewis

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Did you know that Google started out with the name “BackRub”? Or that Yahoo was once called “Jerry and David’s Guide to the World Wide Web”? The most famous sneaker company in the world, Nike, used to be “Blue Ribbon Sports.” And names aren’t the only thing that has evolved for many successful companies. Pepsi, Mercedes and even Apple have changed their logos over time. Why do companies transform their branding?


I often talk to business owners that don’t understand how branding can help their company grow. Branding is a very powerful tool that conveys a uniform quality and adds to a company’s credibility. Branding is fundamental and essential for a successful business as it identifies the products and services that a company has to offer and provides a statement of the promises of quality and reputation. 

The i3 Series will teach you about the importance of iNNOVATION, iMAGE and iMPACT in today’s marketplace and will help you promote your business more effectively. 

Part one began the process of developing a marketing strategy by evaluating strengths and weaknesses within a company. Follow along in the continuation of our series as “Spotty Potty,” a small, unassuming portable restroom business in Anytown, USA, is revamped into a highly visible, highly competitive company. 

In this article, we focus on image and branding to make Spotty Potty stand apart from the competition. Discover what practical steps you can apply to your own branding and marketing efforts.

In the last segment, part three, Spotty Potty will incorporate a sales strategy that supports its marketing plan with greater impact. 

Part two: iMAGE

Branding is the cornerstone of a marketing plan and is an important part of a business strategy. A brand is your identity to the world. It defines how your company is perceived and demonstrates your ability to deliver on products and services. Early branding of a small or emerging company is key to success. A brand clearly expresses who you are and the services you provide for the general marketplace. If your branding is weak, it won’t help promote your business. 

Even in the sanitation industry, branding sends a message to customers. The key is to ensure that the message attracts new business and reflects the qualities and values of your company that customers will appreciate. 

Here is a sample of branding considerations for Spotty Potty:

Spotty PottyThe current name, “Spotty Potty,” doesn’t effectively promote the values and quality of service that the company provides. It isn’t appealing and doesn’t help to promote new business in a competitive market. The name begs the question: Is the company’s service a little “spotty”? A new branding campaign, often called rebranding, will help them reinvent themselves to better align their message with their core values and appeal to a changing customer base. 

The purpose of rebranding is ultimately to attract new business. In the example of Spotty Potty, the branding is weak and there is little differentiation from the competition. The new brand initiative must communicate benefits and provide a vision that appeals to customers. Rebranding can be a difficult decision to make, but when done correctly can accelerate your brand’s recognition in the marketplace. 

A logo is an image that provides a visual representation of a company. The image is used to extend the brand through advertisements, decals on equipment, stationary, brochures, company websites and campaigns, and will reinforce the brand recognition to consumers.

Below are some of the most recognized logos in the world:

Recognized LogosAll of these logos have changed over the years, some alterations more significant than others. They evolve to stay relevant. Some companies spend thousands or even millions of dollars on creating a logo. How much a company spends isn’t as important as making sure the logo is a unique graphic representation of the company. It should be simple, versatile, relevant and memorable. Trademarking your logo will protect the asset and your investment. 

A company’s name and logo are the foundation of their branding. People identify with a company through these visual and psychological elements. Branding provides differentiation and long-term profitability. People are loyal to the brands they choose. Think about the soda you drink, the toothpaste you use or your favorite pair of jeans. You’re loyal to the brands you know and love, aren’t you? In today’s world, branding is essential to your products and services. 

Rebranding for Spotty Potty is necessary to appeal to the local market and engage prospective clients. A name change to Royal Perch combined with a new logo will create recognition and differentiation.

The name more adequately represents quality, something special, and gives the impression that this company will treat the customer like royalty. The “crown” logo is simple, relevant and versatile. It will adapt well for multiple applications on equipment, apparel, print and digital media. It will be particularly recognizable and attractive to female users, helping the company expand into new markets.

RP restroomRP truck

Branding integration

Branding should be integrated throughout the company at every point of public contact. Good branding builds recognition, credibility and loyalty. Though you may recognize a few names in the sanitation industry, these pioneers of the portable outhouse no longer offer that type of facility. New, improved portable restrooms have replaced those “outdated” facilities. Brands will typically outlive a product cycle. 

Recommendations to improve corporate image:

  • Branding is the cornerstone of any marketing plan
  • Rebranding can revitalize the image and attract new business
  • Logo should be simple, versatile, relevant and memorable
  • Branding should be cohesive throughout every point of public contact

A good marketing plan must work in cooperation with the sales plan. In part three, the last of the i3 Series, learn to create a sales plan that supports marketing efforts to grow the business. 

About the Author
Beverly Lewis received her business degree from the University of Evansville with an emphasis on marketing and advertising. She has served as the director of sales and marketing for two portable sanitation companies and has developed a sales and marketing plan for both companies that delivered successful and positive sales results. She owns Beverly Lewis Group, which provides unique and relevant options to help businesses grow. She has been active in Portable Sanitation Association International and was awarded the distinguished Sani-Award by PSAI in 2008 for outstanding service. Contact Beverly at or visit


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