A Rose by Any Other Name…
When our residential construction business was brand new, back in 1985, and we were excited about where 
it could go – not having a clue what it would take to get there – I wanted it to have a name that gave out prospective customers the feeling of quality and exceptional service. This is what I wanted to provide then, and now. After much brainstorming, we decided on the name “Exceptional Habitats, Inc.” To me it meant that we create environments in our customers homes that are exceptional. It didn’t occur to me that other people may not understand the meaning behind the name…
Now here we are all these years later, and I can see that our name has been an advantage – and a disadvantage. Many folks will call us thinking we are affiliated with Habitat for Humanity, or they think we have something to do with wildlife habitats. Luckily there are also many people who “get it” and understand that we do residential construction. A tag line is critical for clarification.
If I knew then what I know now, would I name our company differently? Probably – possibly…
I have learned over the years that when prospective customers read the name of your business, it’s really helpful if they have a clue what your business provides in the way of products and services. To quote the great Marketeer, Dan Kennedy, “When you develop your business name, product names, and service names, think in terms of telegraphing, or targeting, and of giving yourself a marketing advantage.”
This is the best advice I have read on the topic of naming and branding your business.
