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July 17, 2007
What's in a Name
So a truck passes. "Fair and Square Remodeling" it says.
I like company names and the story they tell, but building is a rare industry where a name may only show up on your tax return. In our referral-based world, customers often know our first name before the company name: Person 1 says to Person 2, "You're looking for a builder? Frank Smith built my house; call him."
So Person 2 calls Frank Smith and whether or not Frank Smith has names painted all over his trucks or writes his name on a 2x4 scrap, he is known as Frank Smith. The relationship is personal.
I noticed Fair and Square, and I noticed the message within the name -- service. I bet (or hope) that prospective customers tune in too. And F&S may have found the only not threadbare iteration of "square."
I had a company name and slogan, and I was probably the only person who knew (or cared).
How does naming -- branding really -- shake out for you? Does it deliver qualified leads or uncork bargain-hunters? What branding methods work best for you?
And if this gets back to Fair and Square near Pittsburgh, Pa., tell them, "Nice sign."
Posted by Mark Clement at July 17, 2007 10:13 AM
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