Choosing the name of a company feels like a daunting task, because a business owner wants it to be perfect. It’s natural to believe that success hinges on the ideal name.
For plumbing businesses, in particular, it might even feel impossible to conjure something that is not too cheesy or forgettable.
Although selecting the winning name requires patience, diligence and creativity, it need not always be such an intimidating process. Before embarking on the journey, here are some crucial points to consider.
There are hurdles that plumbers need to overcome regarding public perception. Belonging to the blue-collar industry, plumbing businesses are valued for their manual labor and particular skillset. Homeowners and business owners want to know that the plumbing team they call is accomplished, knowledgeable and trustworthy.
While it has become trendy for businesses to purposely misspell their names in an attempt to look clever, this strategy will only work against a plumber’s image.
While it has become trendy for businesses to purposely misspell their names in an attempt to look clever, this strategy will only work against a plumber’s image. Misspelling the name can work for a pharmaceutical company that is trying to appear less mundane and technical. However, a plumbing business fights the opposite battle; it needs to present itself as professional and reputable.
One of the most crucial elements that a plumbing business name needs to incorporate is clarity. If people cannot easily determine what the business provides, they will simply move on to another plumber that is more direct in promoting its services. When homeowners or business owners search for plumbing service, they usually need immediate assistance. And considering the extent to which businesses are at the mercy of search engine optimization, incorporating the word “plumbing” or another key identifier into the name is a smart decision for the sake of SEO.
If people cannot easily determine what the business provides, they will simply move on to another plumber that is more direct in promoting its services.
That being said, there still is still plenty of room for creativity. Differentiation is vital for plumbing companies, in particular. Keeping in mind the actual services that a plumber provides, it is important to develop a brand perception that contrasts with the mundaneness behind fixing a leaking faucet. An excellent example is The Sunny Plumber, based in the greater Phoenix, Tuscon and Las Vegas areas. Its mascot—a sun holding a wrench—conveys a family-friendly feeling that is refreshing when compared to the dull, mechanical image of many plumbing brands. With such a unique name and brand, there are endless ways to position The Sunny Plumber in a flattering light—from emphasizing its shining service, to showing how it provides the brightest solution for customers.
While it is beneficial to blend a company’s location with its name, it is important to avoid typecasting the business. Returning to the previous example, while The Sunny Plumber services a wide area, one common denominator that all of these cities share is the weather, which is often sunny and dry. If the owner had included Phoenix in the company name, expanding its service area would have proven much more difficult. So, while including the location offers customers a sense of comfort and familiarity, it is also important to think about the future and not inadvertently limit company growth.
Using a family name limits the business’s creative potential and makes branding especially difficult for small businesses.
One of the most common tendencies among plumbing businesses and other contractors is to name the company after the family, or to use initials. The rationale is typically that if an entrepreneur is going to start a business, he or she should have enough pride and faith in the entity to associate his or her name with it. It is imperative to remember, however, that successful businesses revolve around the customer, not the owner.
Using a family name limits the business’s creative potential and makes branding especially difficult for small businesses. In order to gain recognition from target audiences, owners must incorporate into the name something that customers can relate to. A family name may mean the world to the owner, but it matters little to homeowners who need their plumbing fixed.
In the end, naming a company will take significant time and effort. But by addressing the factors that matter most, business owners can enjoy this creative process and develop a name that delivers magnificent results.
