Question

Topic: Taglines/Names

Help With A Name For A New Company

Posted by sjohnp on 11/25/2015 at 5:02 AM ET 250 Points
I've been running a small business involved in energy efficiency for domestic homes and small businesses in the South West of England, UK. To conduct my work I use an Infrared Thermal Imaging camera to help detect what defects are less obvious to the homeowner and building manager and then provide simple 'fit and forget' solutions to improve efficiency and provide a warmer living environment. The company is currently called Heat Tight

As my experience has developed in the area of infrared thermal imaging (solar panels, animals, heating systems) I'm looking for a new name which provides a more general view and is not simply heat loss from building. The current name of the company is called Heat Tight

I have a few ideas but I'd really welcome any further suggestions. For those who are unsure about infrared thermal imaging it's a non invasive method to see detect any anomalies which are highlighted by an increase in temperature away from the norm for that object or area. The heat patterns are then analysed to provide feedback as to what may be happening.

A few suggestions I've come up with so far are

South West Infrared

SW Infrared

Red Hot Infrared

Hot Spots

If anyone can offer any further suggestions to help me develop a new name for this business which provides a more general approach to the world of infrared it would be much appreciated.

Thank you










































































































































































































































































































































































































































































































































































































































































































































































































































South West Infrared

Red Hot Infrared

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RESPONSES

  • Posted by Jay Hamilton-Roth on 11/25/2015 at 8:30 AM Accepted
    The problem with using "Infrared" in your name is that it only makes sense if your prospective customer is looking for it. They are likely looking to reduce their energy bills while making their environment more comfortable. Are more of your customers small business owners or home owners? A great name may apply to one niche, but not the other. Given this, why change your business name at all? The name does convey your benefit (but not your service area).
  • Posted by sjohnp on 11/25/2015 at 8:40 AM Author
    Understand your comments but this year alone I've generated more work from inspecting solar farms and taking pictures of animals for a qualified vet to look at than conducting surveys for heat loss in buildings. The possible growth in building are new homes which are not constructed correctly and as such an infrared thermal imaging survey can be used to present to the house builder as evidence their work is not up to scratch. My honest belief is the growth will be in solar, equine and new homes.

    Hope this helps to clarify my reasoning for looking to change

    Many thanks
  • Posted by mgoodman on 11/25/2015 at 1:45 PM Moderator
    "Hot Spot" might be OK, but I think I'd stay away from "Infrared." The idea should be to communicate a BENEFIT to your primary target audience. "Infrared" is HOW you do it, but it's not a benefit by itself. In fact, each audience segment perceives a different benefit, and you're trying to satisfy all of them with a single name. That means it's probably going to be sub-optimal for all of them.

    "Hot Spot" is short and memorable, and sort of related to all ... but it doesn't begin to tell anyone what benefit you can deliver to them. That's what I think is missing. You may end up having to develop 3 or 4 different positioning statements -- one for each major audience segment.
  • Posted by sjohnp on 11/26/2015 at 4:59 PM Author
    Thanks mgoodman and fully appreciate where your coming from..I do like 'Hot Spot' but unfortunately it is registered in a number of variations.

    The rationale for including Infrared is one area I'm looking to develop is Infrared Heating Panels as my use and knowledge of infrared thermal imaging helps to to demonstrate why this for of heating is effective on the grounds it heats objects rather than heating the internal air of a room.

    Infrared is also associated with my thermal imaging work for solar farms (hot spots) and building heat loss.

    It is for these reasons I thought the use of 'infrared' may help.

    If I'm honest I'm really struggling. Is 'Hot spot Infrared' a real no no

    If you can provide a steer on any other names I see what I can work with

    Big thanks

    Steve
  • Posted by sjohnp on 11/28/2015 at 3:08 AM Author
    How does the idea of 'Hot Spot Green' work for you as it ties in with the non invasive method of thermal imaging and relates to renewables and saving energy?

    Last request

    Thank you
  • Posted by mgoodman on 11/28/2015 at 2:27 PM Moderator
    Re: Hot Spot Green

    My reaction: "Green" just gets in the way of clear communication. I think your business is all about heat detection, so any name that doesn't focus on the benefit of heat detection is off-strategy. The "infrared" thing is just your current modality. If another form of heat detection showed up, and you thought it was better somehow, the benefit you provide wouldn't change -- and a name that includes "infrared" would be obsolete.

    Zero in on the benefit for your primary target audience and use that in your name. If you're committed to serving multiple audiences with a single one-size-fits-all name, then at least include a general reference to what you do, not the technology you use to do it.

    And "green" just confuses the issue.
  • Posted by mgoodman on 11/28/2015 at 2:30 PM Accepted
    ZAP Heat Seekers

    [Town Name] Hot Spot

  • Posted by Jay Hamilton-Roth on 11/28/2015 at 6:33 PM Member
    X Marks The Hot Spot
    Heat Loss $toppers
  • Posted by sjohnp on 11/29/2015 at 4:36 PM Author
    Apologies for the delay in my response and can I say a big thank you for all your help. I'm looking to see how I can work with 'Zap Heat Seekers' and feel its on the right track.

    Thanks again

    S
  • Posted by saul.dobney on 11/30/2015 at 7:18 AM Accepted
    Heat Right - Infrared Services and Analysis
  • Posted by Mike Steffes on 11/30/2015 at 10:14 AM Accepted
    Heat Mapping
    or-
    IR Heat Mapping

    "Showing You the Hot-Spots on Anything"

    Your logo has a solar panel and a horse.
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