How *THIS* window cleaner built a brand so good, it sells merch 🧼
Ermm... what is happening?
There’s a shift happening, and I’m watching it unfold.
Once upon a time, you needed a tick list of ‘things’ to be seen as credible.
But today, in 2025? The rulebook is being ripped up and spat out.
You no longer need a fancy office or startup funding to build a thriving business.
You just need a little taste — and some creative thinking.
And today, we’re looking at a brand doing *exactly* that…
Today, I want to talk to you about Pink’s Window Services — a window cleaning company that looks like Supreme and behaves like a media brand.
They turned a blue-collar service into something people want to follow, wear, and share. Yep, you read that right, a window cleaning business that sells merch.
Here’s what they did (and what you can steal for your brand):👇
Reimagining blue-collar businesses with some *different* thinking 🧢
Pink’s didn’t just slap a logo on a van. They thought differently about the business they were in. You see, what is true about *most* window cleaning (and any home-service businesses)?
They don’t invest in branding.
Most are white vans, old t-shirts, and are just focused on getting the job done.
Reframed, it looks like this: A growing market with bad branding = HUGE opportunity. Why? Well, it tells you that these companies are making money *without* branding.
AKA they don’t need to be good at marketing their services because they’ve ALREADY got enough customers (the sole reason for marketing).
Which then means… with a little bit of great branding, you can stand out. Like this newsletter, I’m writing about a window cleaning service to 15,000+ people, and it’s not just me…
‘When are you advertising when you’re not thinking about advertising…?’
And the other consideration here is ‘when are you advertising when you’re not thinking about it’.
And for blue-collar businesses, that’s like, well, all the time. If you’re driving around your local area in a big van, that means you are in front of thousands of eyeballs every day without even thinking about it.
AKA, you are missing out on a massive audience every single day without even thinking about it, and it’s right under your nose.
It’s such an easy lift.
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Think about how you brand *your* blue-collar business
Here’s how Pink’s Window Cleaning Services is doing things differently, like you’ve probably never seen in a blue-collar biz:
Custom uniforms with throwback cool
Signature colors that scream fun + clean
A pink-and-blue palette with a 1950s diner twist
A van that looks more like a merch truck than a contractor vehicle
Why it works: Branding builds memory. Memory builds trust. Trust gets booked.
When every other window cleaner is driving around in a white van with ‘Jim’s Windows’ on the side, who do you think will be more memorable?!
The big trick in business is to *look* at your market, see how everyone is doing it and then do something different.
(It’s *exactly* why I’ve just launched Smart Growth Labs inside this newsletter, because nobody else is doing that)
Make your day, your content
The other thing Pink’s do *really* well is recognise we’re now in a new era. Brand that just scream ‘buy my thing’ are out. Instead, people want stories, personality and to get to know the people who make your business.
Your team represents your brand, and get it right (like Pink’s do) and you tap into a mega opportunity. Here’s what the team does really well:
Friendly, on-brand, smiling, diverse
Shaking hands in the photo like an album cover art
Looks like a barbershop squad, not a faceless service
Remember — people make a connection with you, the person *behind* the brand. So make that part of it.
What you can do:
→ Brand your crew (or yourself)
→ Take one great group photo.
→ Make people the story, not the service.
Things are getting interesting for blue-collar business
No VC money.
No 5-year tech roadmap.
Just a window cleaner with a clean brand that turns heads. I love simple businesses, and this is the cream of the crop. It’s about looking at what happens in other markets (like tech with great branding) and applying it to underserved markets (home-service businesses).
Sometimes the simple things are the things that click.
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That’s all for today
Much love,
Eve
Founder - Smart Growth Labs (BETA), Part-Time Creator Club
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