Know-How Exchange : Taglines/Names

1. India - Bangalore
2. Its for residential audience
3. Its going to have new flexible designs and will touch the satisfaction level of the audience.
4. Pricing, designs, material used.
5. Sytematic , more corporate and organised.
6. There is marketing plan based on the areas the project running.

But we are into 21st century where creative, systemic, corporate business works. Those days are gone where you keep any name you like and start the business. Its become competitive world now. Please correct me if am wrong.

As someone who has worked in your sector of the industry your plans sound dangerously vague. I can testify to the competitive aspects - I have had two major business failures in the last decade. So when I am not sanguine about your chances, it is from a real understanding of what it takes to satisfy customers in a very tough market.

What you need for a business isn't a name, it is credibility. Whatever name you choose, how will your customers know that you are a reputable business with a track record? Do you have anything to back up your ideas?

So let us get down to brass tacks: what can you offer your customers that nobody else on the planet can deliver? What one thing can you offer your prospective clients that nobody else can? Because if you can satisfy these two questions we can come up with some neat business names that will bring out the strengths of your position. The more carefully thought out and original the better.

Then you can test them on your prospective clients to see which one they like best.

Well i agree to all your points and the two questions you want me answer are a little difficult ones. The reason being that construction business somewhere works the same everywhere. Its the design, keeping it spacious, its the customers choice, reasonable pricing and lesser time for completing the project, these are the things m going to focus on.

Can you give me yours ideas how i can stand apart from the rest ? What are the new and creative things i can add in my construction business ? And i have got business which my Dad is running from three decades its a building demolishing business which includes digging, leveling and clean ups and the name is "RST EARTH MOVERS"
So how about having a name same as that. "RST ESTATES or RST GROUP" ? Because i have got the knowledge that the work is more important than the name. "Naam kaam se badta hai".

Tauseef, you say "The reason being that construction business somewhere works the same everywhere. Its the design, keeping it spacious, its the customers choice, reasonable pricing and lesser time for completing the project"

Keep "the design, keeping it spacious, its the customers choice"
And forget "reasonable pricing and lesser time for completing the project"

Because you have control over the first and not the latter. Reasonable pricing is the road to hell for the construction industry - and people who think like this are very, very unhappy in their work because they now have to do twice as much work for the same money as they did just five years ago. So put it out of your mind.

And think instead "what kind of customer will want to pay me large amounts of money for a really good job that may take a little longer to finish but will give them a low maintenance building for 25 years". Because when you factor in the maintenance - no small thing in a country subject to monsoons - cheap building becomes very, very expensive building.

So your first job is to find customers who want the quality you can provide. They are accommodating about reasonable delays - which are inevitable in large projects. They pay regularly and are pleased that high quality work is being undertaken. They are pleased to ask your advice when it comes to problems that they see. Because if a customer breaks any one of these conditions they are NOT a good customer.

Your father has worked in demolition - you'll need no telling that it's a dirty and hazardous job. However the techniques for demolition are wholly different from putting down foundations and making sure the drainage has been sorted before you pour the concrete floors. I am presuming you can do this, and do this well. I presume you know the difference between a good and a bad carpenter just by the way he puts down his toolbag. I presume that you know every corner of a building and the local regulations that attend it. I know them for four countries let alone one locality.

Because standing out from the rest relies on all this. You stand out from the rest not by saying things, not by offering speed or guarantees as such. You stand out from the rest by standing out ONLY TO YOUR BEST CUSTOMERS. After all, you don't want the rest anyway, and focusing on them means a lot less hassle for you and a lot less rat-race. So work out the kind of person in your locality who you imagine would like your style of work and communications. If you're not sure, ask some of your father's clients about the things they like about him, as the things they like will apply in some measure to you too.

If you want more details, you can click on my name and check through my answers as I am the resident expert on uniqueness. Around one in three answers tackle the issue directly and I am sure there will be something that speaks to you about this down in there somewhere.

One last thought - your father is known for RST earth movers. What is he known for - apart from being cheap and fast, that is.

Thank you so much for the advice and i will surely look forward to apply this in my business and look for the right customer. And somewhere down the line my dad is settled businessman and his work too. So it will be helpful for me to get the attention and the right customer through him or his clients because he does has a good customer base. So my point was why not keeping the same name as his business making it as a family business.