Question

Topic: Taglines/Names

I Am Wondering If I Should Change My Business Name

Posted by Anonymous on 6/29/2010 at 10:13 PM ET 25 Points
I have done this before - changed the business name, but then changed it back! Not a good move!
I did this because of firslty changes within the business - from a company employing up to 8 staff down to now mainly myself. Then I moved the buisness twice and now working from home and take on internships from overseas students. I am a Landscape Architect, I specialise in Eco friendly garden design and want to move more into High End Landscape Architecture. With business slow and a need to market myself correctly I am wondering if I should change the business name, (currently The Aesthetic Landscape Co (NZ) Ltd) but am nervous as I have done this before without succcess. Should I change it to my own name? or use a catchy brand image. I want to focus on being Eco Friendly. Any help would be greatful. My website.www.talc.co.nz. I also have the website www.aestheticlandscapes.co.nz but it is not published yet.
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RESPONSES

  • Posted by wnelson on 6/29/2010 at 10:40 PM Accepted
    Your business name isn't going to ensure your success. You need a strategy and a plan to ensure your success. You are successful in business by offering a product/service that satisfies customer needs better than the competition. In addition, you need to get your message out to those customers so they know you have something that will be of value to them.

    You are a eco friendly landscape architect. If your work results in a premium over non-eco friendly landscape designs OR it's perceived as a premium and your clients don't value "eco-friendly" enough to pay a premium, your stuck! That could be one problem. Just because you recognize this as a need, it doesn't mean you are the "average customer." If it doesn't really require a premium but it's perceived to, then your problem is that "education" has to be part of your prospecting/marketing plan. If the real problem is that you're a big secret in your area - regardless of you offer eco-friendly or not, then you have to fix that!

    Landscape architects usually do better partnering with other businesses. If you just do the design and not the implementation, you need to partner with a landscaper. You may have to partner with housing developers and/or real estate agents. There are all sorts of strategies that work for your field under different circumstances. None of theses depend on your name.

    I hope this helps.

    Wayde
  • Posted on 6/29/2010 at 11:30 PM Author
    Hi Wade and David,
    I am new to this so I hope I am doing this right.
    I have tried many different marketing and/or web companies and havent had the right advice yet, so thank you for your comments. Yes I do believe there is a problem that people in NZ think that eco friendly is cheap and/or for DIY people, so there is a definate need for education and I will have to look at how I can do this with my web site.
    And yes I think I am a secret ion my area so I do need to address this, just need to find the right channell to do it.
    By High End I do mean both as you mention. I definately want more public works work! I have aligned myslef with Landscapers but I dont get any work from them, it is me giving it to them! I have recently aligned myself with a company, Construction Marketing Services (in the past I have partnered with Real Estate companies and Construction companies ), who build Future Proof Homes (www.fpb.co.nz) but it is still early stages and the construction of the renevation home I have designed the landscape for. is not complete yet, so I am hoping that this relationship will work this time.

    And yes "Catchy Brand Image" means grahic device so thanks for those comments too.
  • Posted by Jay Hamilton-Roth on 6/30/2010 at 5:09 PM Accepted
    You could also create a second website/business name that targets this different niche. That'll allow you to keep your old name for as long as it suits you, and transition to the new name as appropriate. It'll also keep your marketing clearer/cleaner.
  • Posted on 6/30/2010 at 5:48 PM Author
    Hi Phil,
    Thank you for such a detailed answer. I will definately take on board what you say. That is great advice.

    Jay, Thanks for that idea of another domain name. Do you have any ideas for a name? Do you think I should phase out the www.talc.co.nz name? The reason I was keeping it was because it was nice and short!
    Cheers
    Angelique
  • Posted by wnelson on 6/30/2010 at 6:34 PM Member
    Angelique,

    The best way to make your company GO is to get out there personally versus play around with your website and worry about names. People don't (most likely) hire a landscape architect based on their website or name or name of the website. Long term, yes, this all matters - if you last that long. I would think that 95% of your business comes from word of mouth, right? This is not because your name, or website are inadequate. It's because this is how people choose a landscape architect. It's a personal business. Getting your word of mouth marketing going means first, being visible and known. And I don't mean, have a web presence. I mean a physical presence. Next, you have to be trusted. This usually takes someone having tried you or personally knowing someone who has tried you - and you did a good job. Once you have trust, you can ASK for referrals (versus wait for them to come - they won't).

    With respect to the landscapers who don't give you jobs but give them business...If they know you are "willing to work with anyone," then they probably are willing to work with any architect as well. Limit your field. Tell ONE of them you are looking for a landscaper to give business to. If they would like to work with you, then it has to be two-way and they would have to work with you primarily too. Of course this won't work if they don't know and trust you and if you haven't showed your willingness to give them business already. If the one you pick doesn't step up, go to the next one with the offer. Someone will bite. Make sure, however, you pick the one who has lots of business to give.

    Your website is a good place for "education" so everyone understands the benefits of "eco friendly" and why they should pay more to get it. But a better way is to give workshops. There, you can show DIY'ers how complex it is to do eco-friendly and get it right - justifying why they should forget it and hire you. Again, you have a personal business. Staying behind the internet curtain isn't going to do much for you in the short term.

    Wayde
  • Posted on 7/1/2010 at 3:05 AM Author
    Hi Wayde,
    Thank you for the great answer. I do think you are right, that I am hiding behind the internet curtain a bit. I thank you for that gentle nudge!
    It has always been in the back of my mind that is what I should be doing, so now I have good advice from someone that knows too. I will draw up a plan to get myself out there with word of mouth. Thats a great start.
    I guess because of all the changes over the last couple of years in my buisness I have also lost my confidence a bit, so now I need to step up!
    Thank you. Angelique
  • Posted on 7/5/2010 at 6:56 PM Author
    Hi Aniket,
    Thank you for your response and comments on the web site. Yes I think you have a point here too. I have actually got a new website under construction so I do hope I can get this one right.
    I will be putting more information about the work I do with lots of photos of work completed and a couple of examples from concept to completion so this will hopefully not limit me.
    Thanks again
    Angelique
  • Posted on 7/14/2010 at 7:49 AM Author
    Thank you, I was not sure how long I should leave it open for. Who were the points awarded to?
    Cheers
    Angelique
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