Client: KleenSweep, a water-based, oil-free, wax-free sweeping compound manufacturer, U.S.-sourced, supplied and manufactured since 2015
Industry: Industrial sweeping compounds and cleaning products
Engagement: Brand Messaging & Growth Strategy, Story-Driven Website (in progress)
Before: a good product, no clear story to carry it
- KleenSweep had the opportunity to clarify their message and build a real marketing growth strategy
- The old site led with “It cleans as you sweep!” and a product feature list (oil-free, uniform particle size, no landfill restrictions) but no single, repeatable promise tying it together
- The homepage spoke in one general voice to everyone, with no distinction between a distributor deciding whether to stock the product, a construction site lead worried about schedule, and a safety officer checking OSHA compliance
- SDS downloads and the OSHA silica report existed, but were buried in navigation clutter, including leftover placeholder blog posts still live on the site
- There was no clear next step. “SDS Request,” “General Question” and “Sell Kleensweep” sat side by side with equal weight
- The brand itself was unclear: the site mixed “Kleensweep,” “Kleen Sweep Green” and “Green Kleen Products” without one consistent identity
After: four shifts that changed everything
1. One clear promise instead of a feature list
Through the Brand Messaging & Growth Strategy process, we landed on one memorable, ownable promise: “sweep once and done.” It replaced the old feature-list pitch with something simple enough to repeat and specific enough to mean something.
2. Four buyer personas, four reasons to say yes
The old site spoke to everyone the same way. Now distributors, end-users, construction site leads and regulatory/EHS teams each have messaging built around what actually gets them to act, from onboarding speed to OSHA documentation.
3. A messaging guide that cleans up the brand itself
Beyond the pitch, the guide locks down one consistent brand identity (name, tagline, word bank and brand narrative), replacing the old mix of names with one clear story.
4. A website built to carry that story, not bury it
The new story-driven website, now in progress, is being built directly from the messaging guide, with SDS downloads, compliance documentation and distributor calls to action organized around what each visitor actually needs instead of competing for equal attention.
One product, four very different reasons to say yes
Distributors need reliable onboarding. End-users need results. Construction teams need schedule certainty. Regulatory teams need documented compliance. KleenSweep’s messaging now speaks to each, without diluting the core story.
How this reflects Brilliant Impact
KleenSweep came to us needing clarity, not just a new look. That’s exactly where we start: a product with real substance, buried under a generic pitch and a cluttered site, that needed one clear story before anything else got built.