Your Equipment Is a Reflection of Your Brand





Keeping your equipment in good running condition is one of your most important priorities because it maximizes your uptime, increases productivity and reduces your operating costs. But the condition of your machines can also affect your business by shaping how prospective customers and employees, as well as your community, feel about your business. And, while your bids lead the way to your next project, when the competition is tight, your brand image might just be the difference between you and your competitor. Here are some tips for making sure your equipment is one of your best brand ambassadors.



What does your equipment say about your company?

When you’re getting estimates from contractors to do work on your home, one of the first impressions you have of that business is their vehicle. Is it clean? Is it in good repair? How is the engine running? When these are all in good condition, you already know that this person knows how to take care of an investment. They have their name on that vehicle and want you to associate good maintenance with their company. If the person arrives in a vehicle that is clearly in need of a tune-up and “Wash Me” is scrawled across the back window, you wonder what kind of attention to detail they’ll be giving to the work you’re asking them to perform.

Your construction equipment can have the same impact on prospective customers and people in your community. Here are some things you can do to create the best professional image of your company on the job.

When fluid leaks appear, fix them

Leaks around hydraulic cylinders are a common occurrence, but when left unrepaired, they can create built-up grime and attract dirt and debris which makes the machine appear run-down, dirty and in disrepair. Other fluid leaks can leave stains on the machine or on the ground around the site — neither of which creates a positive image for the work you do.

Eliminate noises that result from possible service issues

Excess noise is often created when maintenance or repairs are not completed. Diesel engines “running rough,” poorly lubricated joints that “screech or moan,” loose undercarriage that “slaps” and clanks as it moves — all of these can draw attention to equipment that appears to be in need of repair — with your company name on it.

Clean your equipment at the end of the work day

It may seem counterintuitive to clean up equipment that’s just going to get dirty again the next day. However, removing dirt and debris from your equipment:


  • Keeps abrasive materials from getting between components or contaminating systems where they can cause additional wear and reduce the life of components or cause more serious problems
  • Improves visibility for the next day’s start-up, adding to safe operating practices
  • Creates a cleaner, more attractive image of your machines and your business

Keep your cab glass and lights clean and in good repair

The condition of your cab glass is important to both the image and the safe operation of your machines. Cab glass is essentially a shield for the operator against all the dirt and debris that fly around the jobsite. Keeping the glass clean not only improves the appearance of the machine, but also improves visibility to the work. Clear line of sight increases productivity and safety. Because glass condition is so important, be sure to inspect it regularly for chips, cracks and seal condition. When needed, replace it promptly.

Lights are another component that take a great deal of abuse from the elements. Lights are an important safety feature for the operator as well as other people on the work site, especially in poor lighting conditions. Make sure they are in good working condition and replace them when needed.

Maintain your equipment and enhance your brand

Your equipment is one of the public faces of your brand. It’s one of your best forms of advertisement and awareness. Clean, quiet, well-maintained machines communicate a lot about the way you work, the way you manage your assets and what you make priorities on a jobsite.

Unsure of the parts numbers you need? Look no further than your Cat machine’s Parts Reference Guide. Parts Reference Guides help keep maintenance on track and costs in line. The guides allow you to quickly identify maintenance, wear and replacement part numbers for stress-free parts ordering. Just pick your equipment family and download the corresponding Parts Reference Guide here.



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