What's In A Name

AHS

Well after 5 years and 2 partnerships one with my brother & another with my good friend, I'm finally going on my own. I'm the poster boy for "partnerships don't work" They can work but it's the exception not the standard. Anyway I'm trying to think of a name for my new company.

How important do you think a name is?

My first company was Peterson Exteriors, I didn't know anything back then but, I tried to come off as the small family owned company (Which I was). The second company was Affordable Home Solutions. I love this name, It worked great. It say's exactly what we do. Solve your home problems at an affordable price. Of course there was a few customers that called for bids & thought affordable meant cheap as in lowest price, but that's gonna happen no matter what. Unfortunatly I'm leaving that company name to my old partner & friend. I'm the one breaking the partnership up & the company is only 2 years old so told him he could run with it.

Has anyone ever made up a word for their business name?

I'm strugglng to come up with a name that I like as much as Affordable Home Solutions. I really like Hom-Tek but' someone already has it. So I was thinking of making up a totaly unique word like ameritech or amerihome. Those two name don't have the right ring to me but, you can get what I'm shooting for.


I know as long AS you have a good business model & skilled indivisuals on your team you could be called jim-joe-bobs construction & be successful but, a good name can go a long way's when marketing and branding your company.

So How important do you think a name is?

mdshunk

I dunno. The current president of our local builder's association doesn't even have a company name, and he's been a successful contractor for 30 years or more. In fact, he doesn't have a yellow pages ad or lettered trucks. I use my own name as the company name. If I had to pick something else "Wire Nuts" would be appropriate.

Ameritech is a phone company, and Amerihome is a mortgage company, so they're out. Neither especially scream out "remodeler" or "contractor" to me. I have developed the opinion that a company name is more something that gives the owner warm fuzzies and has less to do with attracting business.

Langdon

I would have to say that a contractor with a company name that's registered comes off a lot more professional than "some guy with a truck"

It also depends on who your audience is. If you are a sub-contractor than a name isn't really as important than if you're dealing with clients day in and day out.

If I were choosing a name I would pick somthing that sounds regal. Like Knight Home Solutions (I realize that there is probably one "knight" in every town) or Sipherion Homes. Just my 2 cents though.

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noreast05

You first need to define your business. What you will provide. Who are you are trying to target. Look at your community. Small knit communities tend to go with who they know or who there friends know. So your own name will be best. People tend to remember the contractors name than the company name. If your in a larger metro area where almost no one knows you from a hole in the wall, a brand name may do better. When Macco started Ammco they reversed the letters to get the first listing in the yellow pages. Depending on your type of busy that tatic is flooded. Now all you see is AAAAAAAAAA Auto, AAAAAAAAA Body Repair, etc. The name would also be important if you want to open mulitply locations, or create a franchise.

So there are good and bad to both. Only you know your business and the community you live in.

locofoco

Try clicking on your Secretary of States homepage and see if they have a corporate/LLC name register. scroll thru the names for ideas and to see what's already taken.

RobertCDF

I do think that a comapny name is VERY important you need to have something better to say when you answer the phone than "hello?" or "this is robert?" They need to know that they are calling the right place and it makes you seem bigger too. That is another thing I dont like about using your name in it makes you seem smaller... might work in smaller towns but around here people like something that makes them feel comfortable. I based my company name upon a company called "Colorado Custom Decks" a very large very expensive very well known company. I wanted to try and play off thier name a little bit to people that may not quite know the differance. And I know it works, sometimes talking to people they ask me "is that the one that has the showroom over on austin bluffs??" or "Oh yeah I have heard of you" when I know that is almost impossible due to how small I am and how young my company is.

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Robert Shaw
Colorado Springs Custom Decks
Colorado Custom Decks
Custom Composite Decks

6stringmason

I like the idea of my name being up on the trailer and at my job sites. I dont think it makes you seem any less significant at all. I actually think it may give you an edge. People might look at it and think "Wow. This guy is putting his name and reputation on the line" as compared to someone who uses a made up name or something flashy.

reveivl

My .02, don't limit yourself with your name, I did that, when I started my company I was exclusively doing timberframing so called myself that. Things changed over the years and now I do almost exclusively remodeling in stick frame homes. The name no longer makes sense. I've kept it 'cos I'm too lazy to change it (and too cheap) and I get all my business from referrals so it doesn't really matter to me anyhow, but if I were to do it again I would have a more general description of what I do than "Bonus Notches Timber Framing Ltd." Rich.

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cdac

Personnally I am torn between what is really in a name or not, I must say there are plenty of instances where a combination of good name and right marketing tactics is vital, ie. to the masses, if you deal in high volume product. However in the home remodeling sector, you're targeting your customers as much if not more than they are targeting you. example, anytime I have ever had automotive work done from a dealer, big name automotive repair or the like, the work done and the customer service is just plain piss poor, yeah they got my buisness once (effective marketing) and that's all they are gonna get, I would much rather go to Steve's Garage and I KNOW I will be taken care of right, another one is the big box stores vs. Podunk lumber and supply, need I say more. personally I don't advertise other that my website which is strategicallly linked to various trade specific vendors websites though zip code contractor searches. Cost me nothing and I have more volume of target customers than I know what to do with and I attribute not one shred of that to any name. I guess it really depends on what service you provide and what type of target customer you serve...

smitty58

I have changed my comp name 3 times. I know that is'nt real smart but I tried to make it say exactly what we do and the 1st 2 didn't. The 1st name was just my name followed by construction ,too vague. The 2nd was my 1st and middle intial with my last name by "services". Then when my son joined me that really didn't work either. Now we are "Creative Lawncare Solutions".
We do lawncare and lawn improvements like decks and fences. The name may not be perfect ,but I think certain buzz words help. Right now the words "creative" ,"solutions", "technology" are some popular buzz words.
What about Creative Home Solutions?

mdshunk

Automatically I think that the "words of the day" should be avoided. If you go with a name like that, it might be weird in 20 years. Sorta like "Super Cool Hep Cat Carpentry and Groovy Remodeling". Plus, it doesn't really say what you do. There's a competitor of mine called "Building Technology Services". From the name, you'd think he does computer wiring or something like that. In fact, he's just a regular electrician. "Creative Home Solutions" sounds like an interior designer's name.

Mike Finley

Never underestimate the power of DBAs!

Coastal

I am a believer of using a good creative name. Using "Johns Contracting" might have worked 15 or 20 years ago to get "John" started, and he might have enough referral business now, but i think consumers are a lot more skeptical and a lot more educated than they were.

I think that an equally important feature your company needs is a good logo. If you dont have any artistic ability, hire someone to make you a nice professional logo that gets across how you want to portray your company. Even if you just have one truck, keep it clean, get big logos on the doors, have logos on your quotes, invoices etc. You will look like a larger company than you are.

I have been hired for several jobs because people have said "I see your trucks everywhere" I ONLY HAVE ONE TRUCK...

One thing I did with the name of my company, which in hindsight has been beneficial. I gave it an open ended name. Its legally registered as:

Coastal Creations Landscape Services

Over the years the focus of my company has changed a few times....so my name then reflected that:

Coastal Creations Landscape and Water Feature Division

Coastal Creations Landscape Maintenance Division

And Currently:

Coastal Creations Excavating and Grading



Im the same company, I just change the last few words and then I specialize in something.

Good luck!

smitty58

mdshunk - you make some valid points, however if you are just starting out you need something to grab peoples attention. After you have been in business 15-20 yrs it really makes no difference what your name is ,by then you are established.
Coastal - I think we are on the same page ,and I totally agree.

Phrases like "state of the art" are overused in my opinion ,but they do get peoples attention. If you are starting out that may help.

Also I agree with Coastal on the logo. Think about the major companies that have a simple logo ,after a while when you see that logo you don't even need to see the same to know who it is. (example the Nike "swoosh")

A good place for getting a logo for those not artistic is designoutpost.com ,you place a price you are willing to pay for a logo, give them some basic info about your company ,and several designers compete for the job. Check it out.

LandscapePro

AHS,

I believe that ones reputation and quality of work by FAR outweigh the name of the company.

I've seen people get really hung up on finding that catchy name and cute logo in an effort to grow their business. For the most part they wasted a lot of time and energy.

Customers don't hire contractors for the name of the company. They hire them because they've either seen their work, heard good things about their work, or knows someone that has had a good experience with that company.

Coastal has a point about signage for your truck(s) and keeping everything clean. That includes keeping workers neat and clean as well! A logo is nice along with company shirts. (Uniform service if you don't want to buy your own.)

My company name is the possessive form of my last name. *******'s Landscape & Irrigation. Over the years I've come to the reputation of treating people fairly, standing behind my work, and doing it "right" the first time. ROFL.....also people wanting something done "on the cheap" don't bother calling me. ( A fact I'm quite proud of by the way.)

On the other hand, I have people constantly waiting their turn in line for me to begin their project. The rule is simple. Once you've paid a deposit, your in line and I'll get started as soon as I finish the guy in front of you.

In short, the quality of your work and how you treat customers speak much louder that the name of your company.

Mike
La. Landscape Contractor #2576

6stringmason

I guess what it boils down to is what trade you are in. Im in the masonry trade and its basically the same as it was for thousands of years. I cant really say HiTech Masonry Solutions so I went with my last name followed by masonry.

JPV123

If you only do kitchens you can go with "BITCHIN" KITCHENS"

RobertCDF

I might just go and register that trade name here locally tomorrow... even though I dont see myself doing kitchens if I ever do I will have the best name ever!

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Robert Shaw
Colorado Springs Custom Decks
Colorado Custom Decks
Custom Composite Decks

AAPaint

My company name is long, but I wanted it to say what I do. The "AA" in my company name are actually my initials, and not a ploy to get the first page in the phone book. I don't even have a listing in the yellow pages, except superpages online.

I am currently looking into having more than just the logo redone though...but would like one place to handle most of the design for my website, brochures, biz cards, etc...any suggestions?

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-AAPaint

AA Quality Painting & Pressure Washing LLC
Jacksonville Painters
Jacksonville, FL.

noreast05

I think getting to the top of the phone book listing is an old but good marketing tactic. When I made this comment above it was not directed toward you. Your deserve to be at the top of the list. You have a legitmate reason. It was a good marketing strategy for AMMCO and may be a good strategy for you. The ones I don't like is the ones that jumped on the ban wagon and added every "A" under the sun to get to the top.