Question

Topic: Strategy

Will New Web Site Url Cause Issues With Old Site

Posted by richard on 12/3/2020 at 8:54 PM ET 1025 Points
I currently have a web site (xyzindustries.us) that seeks aerospace, medical and other "high" end product manufacturers needing their company logo and other information applied to their products. I am now expanding the printing application under a new web site xyzproductmarking.com, that offers promotional products such a mugs, glassware and t-shirts, etc.. The new website will open up under the banner XYZ with the word INDUSTRIES underneath and a colorful XYZ logo that looks major different from the current XYZ logo. My thinking is high end customers will not trust their products to a t-shirt printer. The question then is; should the website open to seeing XYZ INDUSTRIES, or a different name that can be a dba of XYZ INDUSTRIES?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/3/2020 at 9:55 PM Accepted
    If xyzindustries is well-known, then it makes sense to leverage the trust with your new xyzproductmarking. If xyzindustries isn't well-known, then don't bother with the leveraging. Focus on your unique positioning - why someone should trust your new services instead of "the other guy."

    As an aside: You mention "My thinking is high end customers will not trust their products to a t-shirt printer" – is that something that you researched or it's simply your hunch? If the former, focus that on your positioning. If the latter, then I suggest you do the research now before you spend resources trying to position xyzproductmarking.
  • Posted by mgoodman on 12/4/2020 at 11:19 AM Accepted
    Generally, a new name/identity is best when you are addressing a different target audience and/or offering a different benefit. There is a gray area, though, when the current name is well-known/respected and the target audiences overlap.

    You will need to make that judgment or seek input from an outside consultant to look at the specifics. Your situation is not uncommon.
  • Posted by Gary Bloomer on 12/6/2020 at 11:49 AM Accepted
    I'd opt for a new site that separates the two business entities.
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