Question

Topic: Taglines/Names

Looking For A Name For Name For "green" Construction Co.

Posted by Anonymous on 3/11/2009 at 3:27 AM ET 500 Points
Calling on all marketing gurus for desperately needed help! I am a general contractor in the Los Angeles metro area, and my specialty is "green" building. Specifically my company will:

1. Perform building/home energy audits
2. Green design/build consulting
3. Weatherize buildings & homes
4. Retrofit older buildings with "green" upgrades and components, including energy efficient HVAC systems, windows, insulation, vegetated roofs, "green" room remodels, etc.
5. We will perform the administrative paperwork for clients in order to process the various gov't tax incentives they are eligible for their energy upgrades.
6. We will provide educational seminars on "green" building for people who want to build and or renovate their home or building.

From a technical standpoint, the company will focus on what is referred to as the building envelope (foundation, walls, and roof) and making it as energy efficient as possible. From a marketing standpoint, the primary focus will be on long-term financial benefits/savings a client gets by building/retrofitting green. Secondly, we will emphasize the evironmental benefits.

I've been trying for months to figure out a simple name that will first and foremost, speak to the the "Average Joe" and tell him/her what we do. I understand that most people don't know technical terminology in "green" building, so I want to stay away from a name that sounds too wonkish. Secondly, I want the name to be simple and catchy, but say what we do without. "Green" is so played out, I'd prefer to stay away from using it, but am not completely opposed to it being part of the name. Lastly, I would like it to start with an A so that it appears near the top of lists (NOTE: THIS IS DEFINITELY NOT A MUST...JUST ICING ON THE CAKE IF THERE IS A GOOD NAME THAT STARTS WITH THE LETTER "A").

Any help would be greatly appreciated. Also, if you can think of a tagline, that would be a big help as well.

Thanks in advance for your help.



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RESPONSES

  • Posted on 3/11/2009 at 11:15 AM Author
    Phil,

    Great feedback - very helpful, thanks.
  • Posted on 3/11/2009 at 1:55 PM Accepted
    I agree with Phil.

    GREEN as a concept works, but it's a GREEN overkill out there.

    Another word that would posture you as GREEN may be "Eco"


    EcoWise Contractors
    "Easy on the EARTH & WALLET!"

    or

    "We save energy & Your Wealth"

    or

    GreenBack Contractors
    "We save GREEN more ways than one!"

    or

    Smart Guy Contractors
    " Where Green Buildings Meet Their Maker!"
  • Posted on 3/11/2009 at 1:57 PM Accepted
    GreenBackContractors.com is available

    To me, business names and domain names go hand in hand...

    anything you agree on you'll want to check to make sure a fitting domain name is available.
  • Posted on 3/11/2009 at 5:48 PM Member
    GreenBackContractors.com is available

    To me, business names and domain names go hand in hand...

    anything you agree on you'll want to check to make sure a fitting domain name is available.
  • Posted by CarolBlaha on 3/11/2009 at 7:52 PM Accepted
    Just remember green is a feature and not a benefit.

    With all the green names out there, I'd focus on the health benefits, etc first. Energy is the low lying fruit.

    When I do my presenations on green building I tell clients to choose long lasting products first-- and 2nd, focus on the indoor air quality. That is what you breathe, causes sick buildings -- amplified since Americans spend 90% of their time indoors.

    The USGBC.org does not use the word green in describing their building-- they are sustainable, or efficient. Thus I like Phils idea best.

    Here is a cut and paste from the USGBC website


    The built environment has a profound impact on our natural environment, economy, health, and productivity.

    In the United States alone, buildings account for:
    • 72% of electricity consumption,
    • 39% of energy use,
    • 38% of all carbon dioxide (CO2) emissions,
    • 40% of raw materials use,
    • 30% of waste output (136 million tons annually), and
    • 14% of potable water consumption.

    Benefits of Green Building
    Environmental benefits:
    Enhance and protect ecosystems and biodiversity
    Improve air and water quality
    Reduce solid waste
    Conserve natural resources
    Economic benefits:
    Reduce operating costs
    Enhance asset value and profits
    Improve employee productivity and satisfaction
    Optimize life-cycle economic performance
    Health and community benefits:
    Improve air, thermal, and acoustic environments
    Enhance occupant comfort and health
    Minimize strain on local infrastructure
    Contribute to overall quality of life
  • Posted on 3/12/2009 at 1:36 AM Author
    BreatheEasyConsulting - awesome! I'm definitely going to use some of your suggestions.

    Carol - I liked your input as well, and you seem to be pretty well versed in green building, which gives me good perspective as well. I think you and I think the same way, but I don't know that most people do. I am a LEED AP myself and I have found that when I focus on the USGBC's talking points, people get turned off once I start mentioning terms like thermal, optimizing life-cycle economic performance, biodiversity, etc. I think it's too dry and people can remember what I talk about as they think it's too technical. I like the idea of focusing on health benefits, but I think the economics has to drive it. I hate to say it, but people I've dealt with are more concerned with their wallets than with their health. Maybe that says something about me and the type of people I know :-)
  • Posted by CarolBlaha on 3/12/2009 at 8:34 PM Member
    Hang in there Mr Bob. When I sat at the first forming meeting of our chapter. I made the comment-- green building and building will be synonymous. Its truth. Today we can't build to code with a lot of features we thought were extras. You have a wonderful niche-- its not an option anymore. You are just silly not to buy in.
  • Posted by CarolBlaha on 3/12/2009 at 8:37 PM Member
    BTW, in re- reading your comment it all depends on the audience. Marketing 101. You are delivering the same message, but -- what is their slant or purposive.
  • Posted by Neil on 3/12/2009 at 8:58 PM Accepted
    Affordable Energy Efficient Construction, Inc.
    We save you money and the environment
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