Question

Topic: Taglines/Names

Re-branding An Established Uk Company?

Posted by Anonymous on 1/22/2015 at 10:51 AM ET 125 Points
Hi all,

I work for a single branch UK based recruitment consultancy that are looking to expand in the next year, however a big dilemma is our current name includes our location!

Has anyone got any name suggestions for a family owned recruitment consultancy looking to branch into South West London?

Counties to be covered:
Buckinghamshire, Berkshire, Surrey (Bucks, Berks, & Surrey)

Company ethos:
Very people focussed.
Established in 1978 so excellent history and experience.
Offers very tailored service.

General target market:
Generalist recruitment consultancy with experience with SME to blue-chip.
Good experience in pharma and IT.

All ideas welcome and if one gets selected there will be a “brucie bonus”!!
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RESPONSES

  • Posted by Peter (henna gaijin) on 1/22/2015 at 1:24 PM Accepted
    Name change come with pros an cons. Pro you know about - you can get rid of part that may not be relevant. Con is that a new name means that you lose the value of the current brand equity (people look for the old name, and don't know of your new name and can;t find you).

    Keeping a location may not be a killer, though usually is not preferable. Banks do it a lot. I live in California, yet my local bank is Chase Manhattan Bank. Often they shorten the name, if they can (so the bank is mostly known just as Chase now). You didn't say your current name - can you just drop the location off and keep the rest?

    Another route done is to change to an acronym as a way to get rid of some part you don't want to focus on. Kentucky fried Chicken became KFC, as they wanted to play down the fried (with its unhealthy connotations) part. Can you go to an acronym of your current name?
  • Posted by Gary Bloomer on 1/22/2015 at 3:30 PM Accepted
    Given the length of time you've been in business and given your current name recognition I'd advise against renaming your company. You're serving the M4, M25, and M40 catchment area. Most people in this area probably know where Uxbridge is.

    Rather than rebranding or renaming, you're probably better off adding a tag line along the lines of: Serving Buckinghamshire, Berkshire, and Surrey (or possibly doing away with the "serving" bit altogether.
  • Posted by Gary Bloomer on 1/22/2015 at 3:31 PM Member
    P.S. The LinkedIn link on your website takes me to the main LinkedIn stream rather than to your main LinkedIn company page. You might want to fix this.
  • Posted on 1/23/2015 at 5:51 AM Author
    Thanks for the replies,

    I should have made clearer that we will be keeping the current locations name as Gary is spot-on, people know who we are locally and I would be the last person to suggest we give up our hard won reputation.

    The issue comes with moving to other locations. Dropping our area in the name would only leave “Employment Agency” so a no-no. An acronym is a possibility but unsure if this would work for a small business. The more I think about it I think the possibilities are either down to either to utilising our current name with a tag line as Gary suggests, or use our Limited Company name (Topflight Recruitment) which we have not used in a number of years.

    Have some food for thought now so thanks for the advice.

    P.S. Followed the link on our website Gary and went straight to company Linkedin page so unsure what to change. Can you elaborate?
  • Posted by Gary Bloomer on 1/23/2015 at 8:11 AM Member
    If I'm signed OUT of LinkedIn, your site's LinkedIn link takes me straight to your company page on LinkedIn.

    But if I'm signed IN to my LinkedIn account, your site-based LinkedIn link takes me to the main home stream of LinkedIn.

  • Posted on 1/23/2015 at 12:15 PM Author
    Thanks Gary. I am contacting our web developers to sort.
  • Posted by saul.dobney on 1/24/2015 at 12:41 PM Accepted
    Uxbridge Employment Agency sounds like it's just for Uxbridge. But if you drop the Employment Agency bit it could be for anywhere.

    Uxbridge - the Employment Agency for West London

    Uxbridge Recruitment

    Uxbridge Personnel

    Or you make it Uxbridge and ..., or Uxbridge ...

    Uxbridge and West Employment Agency

    Uxbridge Circles - recruitment for the M3 & M4 corridor
  • Posted by Shelley Ryan on 2/9/2015 at 3:25 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been any activity in at least 10 days.

    Thanks for participating!

    Shelley
    MarketingProfs
    Customer Service Samurai
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