Question

Topic: Taglines/Names

Start Up Construction

Posted by Anonymous on 11/3/2014 at 6:41 AM ET 125 Points
My friend and I are getting busy starting a construction business. Extensions renovations, remodelling. We are in australia and remodelling isn't such a common term in the industry - usually this type of work is referred to as renovations/construction work.

His surname (Dolley) is already in use for an earthworks business and a concreting business in town. They have good reputations and are relatives. Not sure if that should be considered beneficial.

He wants to use his initials JD for the name of the business. Like JDR - so J Dolley remodelling. What are your thoughts on this? I think graphically it would make an impact. Also a tag line? I was thinking. Make it happen.

Would love to know your opinions ...
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RESPONSES

  • Posted by mgoodman on 11/3/2014 at 6:58 AM Accepted
    If it were me, I would not use a person's name or initials in the business name unless the person is very well known by your target audience already for the kind of work they do. I'd use the name and tagline to communicate an important and unique benefit customers can expect. People buy benefits, not initials that mean nothing to them.

    So who is your primary target audience? What unique benefit do you promise (and deliver) that sets you apart from all the other renovation contractors in your area?

    Do you know how your target audience makes the decision of who to hire for a renovation project? Have you spoken with a dozen people in your target audience to see what words they use and what issues are on their minds? If so, perhaps you can share some of that with us. If not, that should be your next step.
  • Posted by telemoxie on 11/3/2014 at 8:47 AM Accepted
    I agree with the comments above. Even if your firm the exact same services as others, you will bring a personal and unique focus and vision to the industry. You may be able to build a business (including guarantees and quality control) around such a vision. Have you done work for others in the past? If so, I would encourage you to interview them and ask them for their perspectives on the work. Why did they select you? Did they see you as different from others? Would they recommend you to others? Why?
  • Posted on 11/3/2014 at 2:52 PM Author
    Thanks / those comments are really helpful. There is an influx of bathroom/kitchen renovation places who aren't licenced to perform structural work, which we can, so many people are getting quotes and being told 'you can't do this or u can't do that' because the businesses licence doesn't cover it - so that's the market we are appealing to
  • Posted by Jay Hamilton-Roth on 11/3/2014 at 5:22 PM Accepted
    If structural is something that sets you apart, then considering adding "structural" to your name, for example: Adelaide Structural & Remodeling (or add it to your tagline: A licensed structural contractor).
  • Posted by telemoxie on 11/4/2014 at 8:38 AM Accepted
    as you begin, I recommend you read the book, "The E-Myth”. it talks about the differences between establishing a business based on the capabilities of an individual, and establishing a business on the basis of quality processes.
  • Posted on 11/6/2014 at 5:40 PM Author
    Thank you for your responses. You have given us a lot to think about
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