Question

Topic: Taglines/Names

Office Furniture Dealer Has Too Many Identities

Posted by nchazan on 11/11/2008 at 8:45 AM ET 25 Points
We are a large furniture dealer/design firm that specializes in corporate/office furniture, laboratory furniture, commercial lighting, and architectural (moveable) walls. Our name has a rich historic heritage so changing it is not on the horizon, however ever since we started diversifying the business divisions from JUST office furniture to lab products, lighting, etc, we have desired a single, compound title to represent the company. Right now our business name is made up of the owners' names, much like a law firm....so it does get confusing for those unfamiliar with our company as to what we do. Previously, our logo encorporated the line "Office Interiors", which became misleading after we began doing laboratory furniture and lighting. So now we are trying to figure out what we can replace that line with that still gives our customers a way to identify our core industry.

I was thinking up some words like : Environment, workplace, building interiors,

suggestions welcomed. Thanks a lot for all your help
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RESPONSES

  • Posted by ilan on 11/11/2008 at 9:17 AM Member
    Before you jump into the tactics, what is the strategy?
    What is your brand architecture like?
  • Posted by kevin.shoesmith on 11/11/2008 at 9:18 AM Member
    Interior spaces done right.

    Your space. Our ideas. Perfect pair.

    Everything for your space.
  • Posted by nchazan on 11/11/2008 at 9:21 AM Author
    Ilan, thanks for your response. Our industry is very small, with primary accounts being large pharamceutical companies and fortune #xxx companys, major universities, and hospitals. We are trying to capture the mid-size business segments though ,which have previously been neglected by ourselves and the competition. Our strategy is therefore to capture more of that market, while still maintaining our large corporate accounts. I'm not so sure how to respond to the 'brand architecture' question, could you elaborate for me please?
  • Posted by nchazan on 11/11/2008 at 9:23 AM Author
    I also want to clarify that this is not, in fact, a slogan or tagline. It is much more like, say, a DEFINITION of who we are. Much like Coca-Cola is essentially BEVERAGES we want to be able to define ourselves so that we can clearly answer the question "what do you do" or "what do you sell", without going into a long lengthy explanation.
  • Posted by nchazan on 11/11/2008 at 10:37 AM Author
    Phil, I like your first one! We had thought of using
    "Building Interior Solutions", but it resonates the feeling of a contractor, which I dislike. I think maybe we can mix yours and mine to form : Complete Workspace Solutions. This sounds really good because it tells the customer that we provide solutions (furniture,walls,asset management, moving services) for all the places that you work....I love it!
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