Brand Tone

Expert and Authoritative, Technical & Specific, Results-Oriented, Helpful and Educational

Brand Values

• •Innovation and Leadership
• •Quality and Efficacy
• •Expert Support
• •Customer Success

Best Practices

• •Lead with Expertise: Always communicate from a position of authority. Use specific, technical language and focus on the science and mechanics of why the products work. This reinforces credibility with a professional audience.
• •Focus on Professional Benefits: Frame all product features in terms of professional gain. Instead of 'strong motor,' use 'cleans 5,000 sq. ft. per hour.' Connect product attributes directly to increased profitability, speed, and client satisfaction.
• •Use Action-Oriented Language: Employ strong, commanding verbs that inspire action and confidence. Phrases like 'Power up,' 'Master your technique,' and 'Dominate commercial carpet' align with a results-driven, professional mindset.
• •Educate, Don't Just Sell: Continue leveraging the 'Encap TV' and 'Encap Blog' model. Provide tangible value through tutorials, case studies, and tips. This builds a loyal community that sees the brand as an indispensable resource.
• •Amplify Customer Voices: Systematically use testimonials and reviews from professional cleaners in marketing materials. Hearing a peer praise the product's effectiveness is often more powerful than the brand saying it themselves. Feature success stories to build social proof.

Social Perception

Trusted Authority, Premium Quality Supplier, Essential Business Partner

Copy Examples

• •Unmatched Agitation, Unbeatable Speed. The Cimex CR48 isn't just a machine; it's the engine of commercial cleaning productivity. Experience the planetary action that scrubs from all angles for a deeper, more uniform clean.
• •Stop Cleaning, Start Encapsulating. Releasit’s advanced Crystalon3 polymer doesn't just lift dirt—it crystallizes it for easy vacuum removal. The result: no wicking, no recurring stains, and carpets that stay cleaner, longer. Max Your Encap.
• •Tired of long drying times eating into your profits? With Very Low Moisture (VLM) cleaning, carpets are dry and back in service in a fraction of the time. Upgrade your efficiency with our complete range of orbital machines and Releasit chemicals.
• •You Asked, We Answered: Pro Tips for Tackling High-Traffic Lanes. (Body snippet): Those dark, matted traffic lanes don't stand a chance. Our Encap-Punch pre-spray paired with a FiberPlus pad provides the aggressive cleaning action needed to restore heavily soiled areas, fast.
• •From One Pro to Another. With over 20 years of on-the-job experience, we know what it takes to get results. Shop the equipment and chemicals trusted by thousands of cleaning professionals.