Men In Kilts Undertakes Major Rebrand, Revitalizing Pride in the Kilt

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The brand’s identity now aligns even more closely with the valiance represented by a traditional Scottish kilt. Feeling refreshed, franchisees and customers alike are ready to take on tough-to-tackle cleaning.

Men In Kilts, the tough-to-tackle cleaning concept, has embraced a thorough rebrand. Clarifying its prior “exterior cleaning” identity and moving away from the “No Peeking!” catchphrase, the brand is embracing the strength and reliability associated with traditional kilts, bringing its identity into the 21st century.

“When we first decided to take on a rebrand, which is a huge commitment from everyone involved, we were really focused on controlling the narrative and presenting a united front,” explained Rachel Southard, president of Men In Kilts. “We knew we needed to bring clarity to what we do because our name and logo don’t specify our work..”

Ultimately, while the kilt is an essential part of Men In Kilts’ identity, its prior representation did not align with the true mission of the organization.

“We were leading with the kilt so much that it allowed our competitors to say that we’re just a gimmick and don’t really know what we’re doing,” explained Jennifer Faz, Men In Kilts’ marketing manager. “We wanted to reel that back in and make sure that people knew we are professionals first, and we just so happen to wear kilts.”

Discarding the “No Peeking!” branding has allowed franchise owners to feel more respected as they move throughout their communities, and its replacement — “Your Tough-to-Tackle Cleaning Team” — better reflects the mission.

“When our customers see us, we want them to think of warriors, ready to take on the tough-to-tackle cleaning with strength and honor.,” Southard said. “We do the jobs that customers don’t want to and competitors are unable to. That’s who we are, and we want to portray strong people ready to take on tough jobs, not someone just lifting their kilt and insinuating not to ‘peek.’”

This sentiment truly shines through in the brand’s new Plaid Promise, the guarantee that window and gutter cleaning, pressure and house washing, and snow removal will be done correctly. If it’s not, the technicians will return to complete the job to standard.

Embracing this guarantee allows clients to develop trust for the Men In Kilts in their area and strengthens the brand’s image even further. With innovative tools and technology, a commitment to going above and beyond for clients and strong community involvement, Men In Kilts’ owners naturally stand out.

Throughout the rebranding process, Men In Kilts’ leadership interviewed franchisees and consumers to thoroughly understand what would resonate with each party and ensure the final product would set the brand up for success.

Looking forward, this new identity allows Men In Kilts to present itself to the world for exactly what it is. Prospective franchisees will feel even more confident in their investment, knowing that clients view the brand as the team they can trust to handle the dirty work they can’t.

“Men In Kilts are here to protect your investment and your property. We offer a higher quality clean and hold all of our businesses to higher standards. Another big part of our value proposition is the opportunity franchisees have to engage with their communities, and this new presentation reflects that very well,” Southard added. “When there’s a tornado in your neighborhood, the Men In Kilts are out there cleaning up. Or when your elderly neighbor can’t leave their home, the Men In Kilts are delivering groceries. These are true stories of our franchisees, and it was time our branding aligned with the hearts of our franchise network.”

Men In Kilts is North America's leading residential and commercial window and exterior cleaning company. Positioned to serve the growing demands of the multi-billion dollar cleaning and building maintenance industry, the Men In Kilts concept is about building a national brand that delivers an unparalleled level of professional service. Men In Kilts was started in 2002 by Nicholas Brand, a Vancouver based Scotsman who fashioned a hand-sewn kilt and put a visual to the otherwise faceless window cleaner. By 2009, his business had grown to over one million dollars in revenue and in 2012 the first franchise location was sold. Today, backed by parent company Threshold Brands, Men In Kilts now has over 50 franchise locations across North America with aggressive expansion plans in place.

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Julie Green
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