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View Full Version : Will my name hold me back from my target market?


Mow Right
12-19-2006, 03:07 PM
I was wondering if you guys though that my business name would hold me back...

My target customers are pretty much high end properties, with customers that want superior lawn care (at a superior price).

I am planning on doing mass advertising and trying to brand more in 2008, if this name will hold me back I want to change it now while I barely have anything invested in it.

Since I want to brand I am assuming I need to stay away from "lawn care" and such.

If you think that my name will hold me back from my target market, please tell me and if you have any idea's let me know...


Thanks alot...

- Josh

Steve
12-19-2006, 06:20 PM
Josh I think your name is good. Stick with it.

tiedeman
12-19-2006, 06:27 PM
I like your name, but if you are wanting to go in a new direction, and distance yourself from your past name, then go ahead. I went through a change almost two years ago. I changed the business name to an LLC, promoted my services differently, changed my logo, and changed my uniforms. It was a hard effort, but it paid off in the long run I feel. The change put me more into a "professional" high end residential category I feel.

Mow Right
12-19-2006, 08:32 PM
Quote[/b] (tiedeman @ Dec. 19 2006,7:27)]I like your name, but if you are wanting to go in a new direction, and distance yourself from your past name, then go ahead. I went through a change almost two years ago. I changed the business name to an LLC, promoted my services differently, changed my logo, and changed my uniforms. It was a hard effort, but it paid off in the long run I feel. The change put me more into a "professional" high end residential category I feel.
I don't need to get away from my past or anything like that, and I did just get the logo redone (which is the only investment in my name).

I just don't want something that would hinder me from growth and branding.

tiedeman
12-19-2006, 08:38 PM
If you feel that it is currently hurting you then change, but if it is still working for you, then do nothing I feel

John/Logo-Mechanix
12-20-2006, 10:36 AM
Josh, if someone was to come to me to come up with a brand identity package for them and they were branding form the beginning, meaning they had to come up with a name. One of the first things I would ask them is what their target audience was and what aspects of the business of lawn care you offered and if they had any ideas of a name in mind. I have to be honest with you and don't take it the wrong way but if you told me your clients were mainly high end and your idea for a name was Mowright I would advise you to look at different ideas for a name. The name kind of says residential lawn care for small to medium clients not high end landscaping for wealthy hoemowners and large corporations. Now that being said, if your name was already established and that is how you started and made your business successful using that name I would be hesitant to change it, that would be rebranding and unles you are a household name with lots of money to spend on advertising to have people think of you when they see the new name/logo takes alot of advertising dollars. Establishing an identity is one of the most important things for a business that wants to grow and become more and more successfull it is how you make people think of you when they need your service or product or whatever it is.

Mow Right
12-23-2006, 02:35 PM
Quote[/b] (John/Logo-Mechanix @ Dec. 20 2006,11:36)]Josh, if someone was to come to me to come up with a brand identity package for them and they were branding form the beginning, meaning they had to come up with a name. One of the first things I would ask them is what their target audience was and what aspects of the business of lawn care you offered and if they had any ideas of a name in mind. I have to be honest with you and don't take it the wrong way but if you told me your clients were mainly high end and your idea for a name was Mowright I would advise you to look at different ideas for a name. The name kind of says residential lawn care for small to medium clients not high end landscaping for wealthy hoemowners and large corporations. Now that being said, if your name was already established and that is how you started and made your business successful using that name I would be hesitant to change it, that would be rebranding and unles you are a household name with lots of money to spend on advertising to have people think of you when they see the new name/logo takes alot of advertising dollars. Establishing an identity is one of the most important things for a business that wants to grow and become more and more successfull it is how you make people think of you when they need your service or product or whatever it is.
Well thanks for being honest... and yes I have had this name since I was 12 years old, dragging a push mower behind my pedal bike..

Right now, I haven't really established an identity with the public, only with current customers.

What do you think is a good branding name? I have been planning to put money into adversiting soon, I also found I can get newspaper insert flyers printed and sent out for $62 per 1000. I am thinking next spring of sending out 10,000 or so to try to get my name established a little better, I have also found a couple people that will let me put small billboards near the road infront of their businesses.

If I am putting this much effort into advertising, I need to get a name that is brandable, since I don't even have $100 invest in this name, and basically no identity established with the public. The name change needs to be now or never.

Do you have any idea's if I was going to change?

Thanks for all you guys help.

- Josh

EDIT:

The services I offer include but is not limited to:

Lawn mowing/trimmer/ ect
Bush trimming
contracted fertalizing
edging
aerating
bush removal
and if asked I would do a little gutter cleaning

My target market is high end residentials and businesses...

Mow Right
12-24-2006, 01:13 PM
What do I have to do to get Chestin to give his advice? He seems pretty knowledgeable ... I was thinking about buying his packet for $597, but I wish he would give his advice on this...

Quote[/b] ]If you feel that it is currently hurting you then change, but if it is still working for you, then do nothing I feel
I don't feel like it's hurting me right now, but I haven't really advertised, and I don't feel that name matters with word of mouth.

I really don't know what I'm doing when it comes to marketing, and that is the bottom line.

Mow Right isn't registered with the secretary of state, and neither is Greener Image.

tiedeman
12-24-2006, 02:19 PM
I personally feel that a name can hurt if not performed properly. Think about it...how many times have you not called up a store in the yellow pages or drove right by because you think that they might not have what you need based on their name.

If you have great branding approach to what your name is and people understand what it means, then that is great. For example, Dell. People would have no idea what Dell is without the advertising and their branding techniques. But if they are new they might want to say, Dell Computers. Then people would know that they have computers.

Understand where I am coming from?

LawncareMarketingMagic
12-25-2006, 10:16 PM
MowRight,

When coming up with a name for your business, you definitely want to put some thought into how well it conveys the services you provide, but it's my opinion that a name isn't necessarily going to hurt you IF you have a strong sales message. A lot of businesses invest tons of money (some of the MBA run ones invest millions :blush: ) to come up with the 'perfect' name, but neglect to put together any type of message that differentiates them in their marketplace. Dumb, dumb, dumb.

As for the name you have currently and whether or not you should stick with it, I most definitely think it's a name you can work with. Whether or not you're working with high end customers or businesses doesn't matter as long as you have a strong sales message that sets you apart.

However, keep in mind that if you decide to stick with your name you might need to be prepared to adjust your marketing message in the future if your services ever change or expand.

For example, what if down the road you find you're getting asked a lot about landscape installations? While you may not do them now, it may be something you could add down the road. If that's a possibility, you'll have to put some extra effort into adjusting your sales message to cover these additional services, but it could definitely be done.

I know this probably doesn't give you the direct answer you're looking for, but you need to decide if you think you have a strong enough sales message and how future changes to your business could impact that message.

Also, sorry for the delay in responding. I was caught up with all the Christmas festitivites.

Mow Right
12-26-2006, 10:11 PM
Thank you for the reply Chestin...

I would love to buy your marketing program, but the $600 is just to much at this time, 2008 will be the turning point, just to bad the way everything is turning out for me financially, there is just to much stuff that needs done and I have got no income right now...

Do you have any suggestions for another name?

Thanks again....

Josh
Mow Right

LawncareMarketingMagic
12-27-2006, 12:09 AM
There are lots of possibilities for a name if you decide you need to make the change. If you think your service offering might change in the future, come up with something that incorporates all the services you will be offering.

But, keep in mind that the name isn't as important as the marketing message. At some point down the road you MAY become a household name, but in the mean time it's important to create a message that sets you apart from your competition and tells your potential customers why they'd be foolish to choose anyone else.