Question

Topic: Taglines/Names

Need Help With Company Name.

Posted by pemorden on 1/20/2012 at 12:26 PM ET 125 Points
My husband and I are starting a business that provides home renovations and we will also offer drafting services and design including 3-D drawings if requested.

We are having trouble coming up with a name. My husband is attached to Fenix as the main name, which is fine with me, but we aren't sure of the rest.

Fenix Renovations seems to limit what we offer to just the hands on work. Fenix Solutions, and Fenix Concepts have both been suggested, but I don't think they hit the mark either. Any suggestions? What about a tag line?

Thanks in advance.
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RESPONSES

  • Posted by Gail@PUBLISIDE on 1/20/2012 at 12:52 PM Member
    Fenix Renovations seems to reflect 99% of what you do, no? The design, drafting and 3-D drawings would be included during a renovation, correct? If that's the case, use that name. You don't want the name to be too complex.
  • Posted by Jay Hamilton-Roth on 1/21/2012 at 9:11 AM Member
    I agree with Gail. The other services you offer can be put into your tagline. Keep your business name on-target.

    "Fenix Renovations" however doesn't give a clue for: where you work, what you renovate, or why someone would hire you. So, who specifically are you targeting? What can you offer than your competition can't/won't?
  • Posted by Sally on 1/22/2012 at 10:36 AM Accepted
    I also agree that you should keep the name as clear as possible as to what the business does...Fenix Home Renovations...if you are staying strictly in the residential market. If there is a possibility that you may transition into commercial or store front work as well, then Fenix Renovations with an appropriate tag would be better; keep in mind that the tag line should always appear with the business name when promoting.

    Is Fenix a play on Phoenix? Is there an image that you are looking to use with the name (like the rising Phoenix?) If there is an image, make sure you work that into the overall look of the name when printed...spacing, color, and ease of reproducing (desktop or commercial printing)

    Just some additional thoughts....
    Renovations by Design...Fenix
    Renovation Designs by Fenix
  • Posted by mgoodman on 1/22/2012 at 4:57 PM Accepted
    I worry that Fenix is a meaningless name/word, and that using it will (a) take up valuable space that could be used to communicate something important about your business or the benefit you provide, and (b) will require that you somehow explain that odd word instead of focusing on the benefit your target audience should expect when they hire you.

    So let's find out what it is about that name/word that appeals so much to your husband. Maybe we're missing something. It would be a shame for us to be limited by a name/word we don't understand. And if it does mean something important, then we should explain it to your prospective customers in the tagline.
  • Posted by pemorden on 1/22/2012 at 7:14 PM Author
    Thank you all for your input.

    Sally- yes, the name Fenix is a play on Phoenix and we were planning on using a rising phoenix image as the logo.

    mgoodman- my husband likes the symbolism of the phoenix (you know- the phoenix rising from the ashes). He relates it to taking something old and making it new again like in home renovations.

    We have talked more about it along with my brother in law who may get involved with the business. We might drop the name Fenix but keep the phoenix image for our logo and call ourselves "Pontes Renovations and Design". Pontes is our last name.

    I've heard warnings against using a name for a business, what is the reasoning for this? Does the name Pontes seem weird or hard to pronounce?
  • Posted by mgoodman on 1/28/2012 at 1:34 PM Moderator
    Pontes is a little weird/hard to pronounce, because it could be plural or possessive, or it could mean (or suggest) bridges.

    It also doesn't describe the business or the benefit you provide for your target audience.

    People could see the name and wonder, "What is a pontes?" If your name were Smith or Boyd, they could figure out it is a name. But Pontes not so easily.
  • Posted by Sally on 1/28/2012 at 3:31 PM Member
    When setting up your business entity, as a proprietor or partnership, some states require a fictitious name registration if the name of the business is other than the owner(s) name. You may want to check into your states requirements when you determine the business entity.
    Also, if using a name other than your surname, you may want to conduct a name search on your state''s business website to make sure it is available before printing anything.
    Regarding entity, with a home repair/renovation business, I would suggest an entity that provides some liability protection..in my state that is either an LLC or corporation.
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