My business has been called “Basswood Home Improvement” which may be lacking on several levels.
I chose Basswood from the namesake tree, a favorite of mine and a tree my kids liked to play in… also a popular millwork tree here, but not really the best reasons to name a carpentry business.
I’ve been told the “Home Improvement” label is more for siding and window companies, than the trim carpentry that has become my main focus.
In addition to “normal” trim carpentry, I do some historic restoration, architectural woodwork, cabinet making, and general remodeling.
http://s436.photobucket.com/albums/qq88/knottree/portfolio/
Anyway, I have been playing with logo ideas for some time now, but never committed to anything. Now I’m thinking the name should have been the first before logo and biz cards, letterhead, signs, website, LLC, etc.
The simplest name changes would be “Basswood Trim Carpentry” or move from the name to the initials “BHI–Carpentry & Historic Renovation”
From the book, “The Most Beautiful House in the World,” by Witold Rybczynski, I learned that the word Architect comes from the Greek “Tekton” (builder or carpenter) with a the “arch” prefix meaning the chief-builder or lead carpenter, essentially.
Tekton has also made it into geology, as scientists learned that the earth’s crust is made of plates or building blocks–“Tectonic Theory”
In popular parlance, major changes in thinking (paradigm shifts) have been referred to as “Tectonic Shifts,” philosophy borrowing from geology.
Even the word technology literally means “building science.”
This may all be too obtuse, but to make a long story short, I am considering the name “Tektonic” as a moniker.
Tektonic Trim Carpentry?
Might be bad to have to explain a name, or might be a conversation starter, or catchy or just weird?
The “tek” part sounds modern… right now I could use a “tonic” and something. ;o)
I like the ties to classic architecture, earth shaking change, and cutting-edge modern meanings.
Any thoughts or suggestions?
Just playing word games here.
Replies
I have a lot of thoughts and opinions on this subject. I personally don't like names with 'Tek' in it, sounds a little dated IMO. I would attempt to find something that is timeless. I'm also adverse to personal names in company titles, with the exception of the trades and especially est. companies (ie: M.Smith), though I think as a modern company I would avoid it.
There is a lot of interesting writing and thoughts on how to come up with a name. I remember reading how Eastman came up with Kodak. It was an asymmetrical word, balanced but having different vowels so it had to be said one way. Maybe a little too abstract, but none the less the name will represent you and your company for many years to come.
Just think of recent names that have become household terms and what they represent: e-bay, amazon, google, home depot, etc. This is all tempered with graphics and logos too. (think of the ubiquitous pizza box graphic with the chef kissing his fingers) Just some food for thought. good luck.
BTW that Rybczynsk book was great.
Yeah,Tek is rather dated... ancient Sanskrit. ;o)Thanks for the comments. Good to think this stuff through."Most Beautiful House..." is a fantastic book.Cheers,Brian
After reading through some of these comments, I too will add you should probably keep Basswood in the name. In fact you probably don't need any additional names, at least not on your main logo. Basswood alone kind of says it all: "Look there's another project by Basswood, who are those guys?" or "I wish we could afford Basswood, they are the best outfit in 3 counties!"Microsoft...Basswood. I'm going to buy stock now and get in on the ground floor ;-)
T,Basswood stock is a bargain right now. ;o)Thanks for the feedback,Bass
think carefully--but not too deeply.
I think a company name at our modest level should very clearly state exactly what you do---and avoid like the plague anything too cutsie
so-for that reason i would avoid Techtonic or any variation.
Specific words may have deep meaning to you---but do you really want to have your customers required to do a research paper AND learn greek in order to decipher what you wanted them to learn?
you started off with Basswood--and have invested considerable effort in building THAT reputation---why scrap it
I would certainley understand you wanting to get away from " home improvements"-- because it definitely evokes thoughts of vinyl siding, replacment windows and (choke) roofers, LOL
I would suggest Basswood Carpentry and Restoration
I would personally avoid "renovation"
In my case years ago when switched from a sole prop. to a LLC I went as Hazlett Roofing and Renovation,Ltd.
I have come to regret the "renovation" part. If I was doing it over Now- I would simply go with Hazlett Roofing and Restoration Ltd.- It fits in more with what I am actually doing and INTERESTED in doing---fixing,repairing,preserving old houses
the "renovation" tag--brings questions about vinyl siding,replacement windows, bathroom remodeling and involves me in endless questions about what I DON'T do-----when I would preferr to shape conversations to what I actually DO
that's why I say think carefully-but not to deeply
Restoration vs. Renovation is thinking carefully--techtonic is thinking to deep and obscure
Very best wishes,
stephen
Haz,Seems like it is a good thing I asked about this. I like "Basswood Carpentry and Restoration"Thanks for the feedback,Bass
I would personally avoid "renovation"
Thats why I say EXACTLY what I do
http://WWW.CLIFFORDRENOVATIONS.COM <-click to see the top heading
The only thing I might change is using my name as it's not very memorable/catchy.
I used it originally b/c I felt it was as honest as I could get.
Also..in this day and age I don't want to sound too expensive and exclusive...b/c in all reality I'll take what I can get. Nothing is beneath me.
One project leads to another....
>>Renovation
Renovation is the process of improving a structure. Two prominent types of renovations are commercial and residential.
ProcessThe process of a renovation, however complex, can usually be broken down into several processes. They are:
Planning
Engineering
Structural repair
Rebuilding
Finishes <<
http://www.cliffordrenovations.com
http://www.ramdass.org
Edited 1/25/2009 9:15 pm ET by andybuildz
How aboutCliffords Big Red Renovationswoof!.
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"After the laws of Physics, everything else is opinion" -Neil deGrasse Tyson
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If Pasta and Antipasta meet is it the end of the Universe???
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according to statistical analysis, "for some time now, bears apparently have been going to the bathroom in the woods."
Thats actully not bad.....just kinda too funny though which I'd prefere to avoid if ya know what i mean -$$$$....I actually do tell people when they ask how to spell my name I say "Clifford...like the big red dog"....lol
http://www.cliffordrenovations.com
http://www.ramdass.org
The marketing possibilities would be endless, so would the inevitable trademark infringements.
Andy--
the word renovation seems to be a good fit for you---so it's an excellent choice for you but for ME, in hindsight, and perfect 20/20 vision looking in the rear view mirror---- Restoration would have been a better choice which is why I said think carefully.......At the time--- 20 years ago--- Renovation wasn't a bad choice because at that time I did do more of a variety of work---but over time I came to see where my interests and abilities were---and came to realize restoration would have been a better choice side note:-when I first started out---I set up an office down stairs in the basement ---back behind the furnace---in a tiny room that had been a coal bin----and I put a little hand written sign on the door" Coal Bin Industries"-- it was just a personal joke within the household-never mentioned in public
but If I ever need to name a holding company--just for filing paper work and not for public use--- I plan to use " Coal Bin Industries Inc." as a laugh It has a lot of meaning to my wife and myself--but it is certainley to obscure and out right misleading for the general public.
stephen
I hear ya bro....it's just that for me.."in these times" I'm trying to cover all bases which is why it says Renovations & Restorations when you open my web site
On some high end fliers I made and passefd out around town I even called myself The Village Crafstman
My only problem with Clifford Renovations & Restorations is that it's a mouthful and a lot to put on my signage...adds up$$$
Plus I have in quotes "taking the past into the future"
Most people around me know my circa"168o house...especially with the 20' tipi on the hill here....it all adds up
http://www.cliffordrenovations.com
http://www.ramdass.org
Edited 1/26/2009 7:39 am ET by andybuildz
I appreciate the Greek. Nothing like a bit of etymology to pique MY interest. But. . .
Virtually everyone will think it's a confusing reference to tectonic plates. Also, the alliteration with TekTonic Trim is harsh and distinctly non-soothing.
I think it's an esoteric, unattractive name choice.
I'd say you've already got a home run with "Basswood Carpentry." It's straightforward and pleasant. I'd also say it's self-explanatory. You ain't framing with basswood, right, so it implies finish work.
I don't believe that your moniker needs to explain precisely what you do.
Like, I thought "Carpentry" is specific enough.
Biff,Good points.The B.C. of "Basswood Carpentry" also happen to be my Initials.obtusely yours,B.C.
Some one told me long ago ( hey, thats a CCR song opener..) that using 'enterprises' makes you less "specialized" and I chose it because it doesn't pigeon hole me to one trade or talent du jour.
Kinda works, but is awkward at times..it was worse before I added the Arch woodworks, but that kinda defeated the purpose..LOL
But it's me since '89 or so, and I'm too resistant to change for change sake..if it ain't broke , don't fix it mentality. Seems my stongest reactions come from the visual part of the logo, and that sticks with most and often opens up dialogue quickly if they are curious, if they are NOT the curious type, I may not want them as a customer any way.
So I'd advise something that piques interest about you and HOW and WHY you represent yourself with a unique moniker, don't give it all up on the biz card blabber..as someone once said " Always leave them wanting more" that works for your "product info" as well as your "product"..they don't know they want you yet, so get them thinking about you.
Spheramid Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations
They kill Prophets, for Profits.
Thanks Duane,I sometimes tell highbrow people I am in "Architectural Woodworking," Might sound more important than carpenter. Seems like everyone wants to be a woodworker, why doesn't anyone want to be a carpenter? I mean besides the pay, the market, the working conditions... <g>Later,B.C.
I also have some cards I made up that just say my name and "Fine Works in Wood" with a list like "Creative Carpentry, Custom Furniture, Millwork and Architectural Restoration"
Depending on who I am interacting with, they might get one of those cards.
Thats what I was saying about the Enterprises part..I mean I'll do about anything for the hell of it, or for enough money..LOL, but I don't want to be overlooked for a Kitchen Table or Guitar repair, because my card says I am a carpenter.
You want a Golf course maintained? My Enterprise will do that, I'll just find some one who specializes in Golf course work and sub it to them, now THAT is Enterprising!
Good luck with whatever ya choose, it'll all be fine.Spheramid Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations
They kill Prophets, for Profits.
You want a Golf course maintained? My Enterprise will do that, I'll just find some one who specializes in Golf course work and sub it to them, now THAT is Enterprising!
I like Smitty's "and Associates"
I've been thinking about it a lot lately for whatever reason.
When I was organ building we were Patrick J. Murphy and Assoc.
But if someone leaves off the 'oc'..you get A s s
Maybe thats on yer mind? LOL It IS cold outside.Spheramid Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations
They kill Prophets, for Profits.
.......nice warm piece of A s s just might be the ticket!
Brian,
You have a lot of customers that recognize "Basswood".
How 'bout: 'Basswood Carpentry and Millwork'
'Basswood Molding and Millwork'
'Basswood Restoration and Millwork'
Steve, Fat Roman, can help you develop and host your website.
Chuck S
live, work, build, ...better with w
Edited 1/25/2009 9:15 pm ET by stevent1
Hey Chuck,I'm thinking either:Basswood Architectural Carpentryor,Basswood Carpentry & RestorationGonna decide soon.cheers,Brian
Basswood Architectural Carpentry
Be careful there. Unless you're a licensed archy, they'll be on you like stink on a rancid polecat. http://www.quittintime.com/ View Image
He should probably run it by his attorney first, but, I don't see how he's even suggesting he's an archy or provides archy services with this wording.
I've used the word for over ten years with no issues from anyone.
Now look, I just jinxed myself.Spheramid Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations
They kill Prophets, for Profits.
Prajna just got nailed. Even though they are graduated archys, they're not licensed.http://www.quittintime.com/ View Image
No lie? How nailed is nailed? $$$?Spheramid Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations
They kill Prophets, for Profits.
Forced to change their name or pay an attorney to fight it. Not sure what they've decided to do, but they're PO'd. It's their 25th year in business and it just came up.http://www.quittintime.com/ View Image
Eeeewww..that ain't cool.
I don't recall the orig. wording, I think they had design in it, no? That sortof implies architectural services, such as ..well, drafting plans and such.
I'm in and out here tonite, we're getting hit hard since dark, afraid to go ou and look at that last crash I just heard.Spheramid Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations
They kill Prophets, for Profits.
I mentioned it earlier as well. The state architect/engineering board in Minnesota is pretty sticky about that sort of thing. They send out a quarterly newsletter, and in every issue there's news of several companies who were fined for similar infractions. Depending on the case it can be $500 up to $5,000.
I may be getting a new name then I [email protected] Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations
They kill Prophets, for Profits.
How about this
Basswood Architektonics
Gets it all in there ;)
Bass Arch. Woods?"...craftsmanship is first & foremost an expression of the human spirit." - P. Korn
bakersfieldremodel.com
I can't believe no one has suggested "Super Bass-O-Matic Carpentry".What's the dust collection rate on a blender anyway?http://www.hulu.com/watch/19046/saturday-night-live-bassomatic'Man who say it cannot be done should not interrupt man doing it' ~ Chinese proverb
View Image
How about "Big Mouth Billy Basswood"
Because Dan Ackroyd has a copyright on the name.
Strategery Carpentry
how about something more classy, like
Basswood Architectural Gitterdunnin'?"...craftsmanship is first & foremost an expression of the human spirit." - P. Korn
bakersfieldremodel.com
very nice.
Thanks Chuck,I'll keep basswood. I like the symmetry of the "b" and "d"--like bookends. Cheers,Brian
eric.... there is no "and " in the namewhen i was thinking of a company name i looked around and thought about wat i liked i other's namesi liked the fact of having the owner being responsible.....
like " Perry & Watson Building ".... or " J. C. Rembijas & Sons"one of the guys i admired had a huge commercial company, well known around the state....." M. G. Allen Associates"so , since I already had Associates ( Helen and our dog ) i named the company
M. F. Smith Associates..... kinda stuck in people's mindsince then i have seen a lot of successful companies... almost all incorporate the founder's name...." Davitt Construction""Reid's Remodeling"..... " Cardi Construction" does close to a billion a year in roads, bridges and concretewhen it comes time to sell the business... what you are selling is an organization, some equipment, some good will.....and an identifiable brandno matter what the name....if you have all of those things, then you have a company that can be sold.... wether or not there is still a Basswood or an MF Smith in the company....time will tell if my company survives beyond meMike Hussein Smith Rhode Island : Design / Build / Repair / Restore
"Architectural Woodworking" does say a lot to me. architectural shingles are a step up in quality. Architectural moldings are above the average.
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
I worked for guy in St. Paul with the name "Architrave Design and Remodeling, Inc."He wanted to have a name that started with "A" for better placement in the phone book, but couldn't quite bring himself to call it AAA Design and Remodeling. He is an acedemic at heart, and very mush restoration oriented. But not too many people know what an Architrave is let alone how to spell it--heck--how to say it.
Same with "Pediment";)They think of a speech difficulty.
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
One of my buds in NC has 'All Day Remodeling' he may even be lurking right now..for Ad placement in the yellow pages..but I can't help but kid him..cuz it TAKES us ALL day..LOL
Spheramid Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations
They kill Prophets, for Profits.
Edited 1/25/2009 4:54 pm ET by Sphere
There is an excavation firm out in the Hamptons called Oscar's Rock & Dirt, love that name.
Let me chime in as one who hires and subcontracts with your type, keep it simple, keep it clear what you do. I agree with the previous posters, focus on what you do, carpenty and restoration.
I can't tell you how many business cards I have on file from previous projects and I can't for the life of me remember what they did for me or what their speciality was because of the cute or artsy name they have on the card. I like Basswood Carpentry and Restoration, very clear and direct. Just my $.02
Thanks for the input.I think I'll go big with BASSWOODand then add: "Carpentry and Restoration"
Kind of depends on where you want to focus. I live in an old house, and if I saw an ad or even a job sign that said "Carpentry & Historic Renovation", I'd call you first, rather than try to wade through 25 carpenters to find one who knew and preferred to work on older buildings.
As a consumer, I appreciate specialization in skilled trades. In my mind, a plain old mason is different from a brick mason who is different from a stone mason. I generally avoid the company that "does it all" because they rarely do it all well....
ZZ,I have evolved into a specialist, but this market is bringing out the generalist (opportunist) in me.Staying busy, but trying to get my marketing act together to avoid slowing down in the future.thanks,BC
Trimtek Carpentry & Restoration
Bass-Ack-Wood Carpentry (hahaha)
Tekwood Architectural Carpentry
Basswood Architectural Detailing
"...craftsmanship is first & foremost an expression of the human spirit." - P. Korn
bakersfieldremodel.com
Another vote for keeping Basswood as your main name. Simple and descriptive... I have a fondness for the obscure, too, but I don't think it ever helped me.First carpentry company was called Outer Space Builders, cause we built out buildings, in between smoke breaks. Next was Conscientious Constructors, figuring for a better class of clientude... hmmmm.Present name came about from wanting to only work in our little town, which is fondly called the Village by some, most of whom are now dead (satisfying my need for the obscure). We were doing a lot of trim and cabinetry, so I threw in the woodworks. Folks have seemed to associate woodworking with nice building projects, so we're sticking with it til I make the big move into orthodontics.http://www.tvwsolar.com
I went down to the lobby
To make a small call out.
A pretty dancing girl was there,
And she began to shout,
"Go on back to see the gypsy.
He can move you from the rear,
Drive you from your fear,
Bring you through the mirror.
He did it in Las Vegas,
And he can do it here."
"til I make the big move into orthodontics."George Washington would have bought his oak teeth at the Village Woodworkers, woodn't he have?
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
I just checked out your website... good stuff there.I'm using a similar A&C vintage font for my logo.I am not very business savvy, so it helps to get biz advice here... I'm kinda clueless.thanks,Bass
Interesting that you can see that font, because it's a weird one, and not usually installed.Post your website here while you're working on it, the help I got from the BT bunch was immeasurable... and pretty generous, too.http://www.tvwsolar.com
I went down to the lobby
To make a small call out.
A pretty dancing girl was there,
And she began to shout,
"Go on back to see the gypsy.
He can move you from the rear,
Drive you from your fear,
Bring you through the mirror.
He did it in Las Vegas,
And he can do it here."
I would double check with the state architecture and engineering board before using the word 'Architectural' in the company name - they can get picky about that sort of thing, if they think someone is working as an architect without a license. Architectural is probably OK (using Architect in the name would definitely be a no-no), but it would be easy enough to give them a call if you decide to go that way. http://www.aelslagid.state.mn.us/
Edited 1/25/2009 7:20 pm by Stuart
Stuart,Thanks for the heads up on the Archy issue.I'll check into it.Best,Brian
"Bass-Ack-Wood Trim Carpentry" <G>You slay me. :o)Cheers,Bass
Basswood Architectual Carpentry
Pete,That happens to be my three initials: BACBrian A. CampbellThanks,BAC
You didn't used to play defenseman for the Sabres did you??How about:Tilia Americana Fine Carpentry???.
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"After the laws of Physics, everything else is opinion" -Neil deGrasse Tyson
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.
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If Pasta and Antipasta meet is it the end of the Universe???
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.
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according to statistical analysis, "for some time now, bears apparently have been going to the bathroom in the woods."
T,I wish I played hockey like that guy. I'm pretty good on skates, but man, that Campbell tears it up!I'm thinking "Liquidambar styraciflua lumberization"
The sabres D really could use him at times....
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"After the laws of Physics, everything else is opinion" -Neil deGrasse Tyson
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If Pasta and Antipasta meet is it the end of the Universe???
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according to statistical analysis, "for some time now, bears apparently have been going to the bathroom in the woods."
also the trading symbol for Bank of America
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
Basswood Carpentry and Restoration gets my vote for mostly the same reasons cited above.
You could set up your checking account to accept checks made payable to either Basswood Carpentry and Restoration, or just BCR for your customer's checkwriting convenience.
John Svenson, builder, remodeler, NE Ohio
John,Sounds like a consensus is developing.Thanks,Bass
I have to say Tektonic Trim Carpentry feels limiting in a number of ways to me. Most people are not going to get the associations that you are bringing to the word tektonic for starters. Also, the feeling evoked by the word is disruptive, and somewhat antithetical to the feeling one gets when one thinks of fine trim carpentry, which is deliberate, studied, craftsmanlike. Not disruptive. And to those who know nothing about what you do, "trim Carpentry" will pigeonhole you as only a trim carpenter. I would aim for something a little broader that also encompasses the other aspects of your business.
I know your struggle. I changed names when I converted to an LLC two years ago. I thought long and hard about what I wanted the name to say. It's particularly difficult for those of us who are interested in restoration. The word restoration alone in the name can limit people's perception of what you do.
My first name was Meetinghouse Restoration. Meetinghouse because my house was originally a church, and I like the word. Restoration because that's what I like to do the most. I can't tell you the number of people who thought that meant I wouldn't do a kitchen remodel or an addition or a bathroom. Yet the words remodeling and renovation are often loaded words to people who are interested in restoration.
After living in this very rural area, it became clear to me that people know and recommend people by their given names. Most tradesmen around here are "Joe Blow Contracting" or some such. I finally settled on Steve Zerby Design/Build LLC. I'm not really sold on the Design/Build moniker. It doesn't just roll off the tongue, and it's a little "inside the beltway" lingo in that people don't really know about the design/build philosophy, but it's accurate for what I do.
The disadvantage to naming it after yourself, is then it's mostly likely going to be perceived as a practice, not a business, and be less of a transferable entity should you ever want to sell the business.
Good luck with it.
Steve
Edited 1/25/2009 1:57 pm by mmoogie
Steve,Thanks for the thoughts. I so seem drawn to the obscure.I think I will stick with the Basswood name and choose better clarifiers.It is time to tune up my image, step up my game and all of that.Cheers,Brian
I'd keep Basswood in the name, and maybe add Renovations or (even better) Restorations to the name. As mentioned earlier, if I'm looking in the phone book for someone to work on my house, seeing 'restoration' in a company name would catch my eye. Tektonics will sound too much like some sort of high tech company to most people; Basswood is a nice, friendly sounding name that's appealing. Heck, here in Minnesota even if potential customers don't know what a basswood tree is, they'll think it has something to do with fishing and that will get you business too. :)
"BHI Carpentry & Historic Renovation"
Brian - I think I'd keep the "Basswood" and ditch the "Home Improvement". That way, the clientelle you already have doesn't get confused by the name refocusing. And I like the Basswood part of the moniker. I knew exactly what you were up to when I heard it.
"Basswood Fine Carpentry" would sum up your primary service and "BFC" rolls right off the tongue.
For signage, a second line "Restoration & Cabinetry" broadens it out some. Doesn't have to be part of the name.
I sub to a company called Prajna Design (it's sanskrit for something). When I tell a supplier to look for their sign for delivery, I often get "what the hell kinda word is that?" or "damn, now I have to learn a new word I don't need in my vocabulary otherwise" looks.
Keep it simple, but rememberable.
http://www.quittintime.com/ View Image
>>but rememberable.<<Or better yet, memorable. ;-)
I invented "rememberable"http://www.quittintime.com/ View Image
Good'on ya! It's highly rememberable too!
Just wait a few months and then use "Chrysler" or "Ford"
IOW, you re-invented, "memorable"
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
"Basswood Fine Carpentry" would sum up your primary service and "BFC" rolls right off the tongue.
For signage, a second line "Restoration & Cabinetry" broadens it out some. Doesn't have to be part of the name.
I really like that!
Baswood Fine Carpentry
Restoration & Cabinetry
Make a nice logo using BFC
Whenever this issue comes up ... and it often does ... I refer folks back to Claude Hopkins' book "My life in Advertising." as wellas the companion volume (published together) "Scientific Advertising." It's quite affordable.
The author can rightly claim to have been there at the start of modern advertising. What made him different from so many others is that he tested, and documented his results. One of the things her researched was names ... of both products and businesses.
The short version? Well, it's pretty hard to beat a name like "Joe Smith's Cabinet makers." People like to associate a person with the business, and the name makes it clear what he's about.
You can only overcome a misleading or vague name (like "Universal Exports" of Bond fame, or the Exxon, Kodak and Xerox of our time) if your business plan is not dependent on the general public finding you, or your business is already so well established that existing customers can carry you over the hump.
Be personal, be local, be specific, be concise.
"Well, it's pretty hard to beat a name like "Joe Smith's Cabinet makers." People like to associate a person with the business, and the name makes it clear what he's about."Like Charles Schwabb InvestmentsThe advertising the past year is, "Call and talk to Chuck"Image of trustworthiness in an age of failures.
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
Brian,
You need something like Elk Bugler right after Architectural Carpentry to add a dash of panache :)
I'm going to weigh in on the side of keeping Basswood and changing the tag line to showcase your fine talents as opposed to 'home improvements'.
I'll also say that when I started my company 10 years ago, I had many of the same thoughts as you are wrestling with now. Back then I settled on Diotima Design. Seemed perfect to me. Alliterative, hearkened back to my Philosophical roots, and seemed to sum up a love for the type of work I wanted to do. And I suppose it worked except for two things. No one could spell it, nor pronounce it. Not quite what you are looking for in a branding model to say the least.
Two years later I sat looking at my logo of a plump Italian guy in a toga and thought, 'why not Fat Roman'? It stuck and no one has any difficulty remembering or misremembering it. As an added bonus, 9 out of 10 dentists and clients ask me during the initial meeting how I got the name. By dumb luck I've got something that sticks in someone's mind.
You've got a great logo of a basswood tree. Avoid the obtuse. Take what you've got now and run with it. Freshen up your tag line to refocus on what you are doing now, but "leave" (couldn't resist the tree pun) the rest alone.
Hope that's helpful.
Best,
Steve
View Image
Funny, my prior Biz Name ( ex wife and I shared) was "Pie In The Eye Woodworks" The logo was a cartoonish monkey with a pie at full cock, ready to slam ya in the face..I'll dig up a copy, it was a hoot.
And, people called from newspaper ads ( local shop and save type free paper) just get the story on the monkey.
Tell me about people not bein able to spell funny names..Hell, there's a lot of folks that can't spell or pronounce Sphere correctly. I had a license plate with character limits so it was
SFERAMID...that worked better..LOLSpheramid Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations
They kill Prophets, for Profits.
LOL, we were going to name our place in CO "Pufferbelly Farms" and the logo was a cartoonish happy chicken shaped locomotive ( or a locomotive shaped chicken) with a big breast and steam rolling off behind it and cars filled with ears of corn and produce, corncopia style
Welcome to the Taunton University of Knowledge FHB Campus at Breaktime. where ... Excellence is its own reward!
Here it is..Spheramid Enterprises Architectural Woodworks
Repairs, Remodeling, Restorations
They kill Prophets, for Profits.
Steve....I can't even tell you why... which is probably a good thing but your logo is by far one THE best I've ever seen.
Does a few things for me "every time" I look at it.
Makes me smile
Makes me laugh a little
Makes me think
Isn't so cartoon-y that it seems dumb
I really do love it and I've been meaning to tell you that for a while now.
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http://www.cliffordrenovations.com
http://www.ramdass.org
I always think of Asterix the Gaul.
You've got a great eye. That's exactly what it was inspired by!My friend who drew it grew up in London and loved those comic characters, so we used it as a basis for this one.'Man who say it cannot be done should not interrupt man doing it' ~ Chinese proverb
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Thanks Andy,Nice to know it brings a smile. And while I'd love to take credit (I think it's mighty fantastic as well), a friend of mine who's an artist in NYC did it for me.And your post just made my weekend. So thank you!Best,
Steve'Man who say it cannot be done should not interrupt man doing it' ~ Chinese proverb
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Steve,Thanks for the good advice. I can definately relate to the history you have with your company name.Always nice to be able to bounce ideas around here on BT.Cheers,Brian
One of the outfits around here was/is named Tectonics.
And I like it, but...
What you are doing is trying to communicate an idea. How many people know what basswood is? I know you and I do, but how often do you have to explain it? Same with Tectonics. Do some market research. If people don't know, the company name won't be descriptive enough. (For me, the word creates and image of timberframing.)
OTOH, my brother's company name is "Quality Carpentry"
Wanna guess how many of THOSE there are in this country?!
Nothing in the name to set him apart even tho it is descriptive Not that anybody had ever accused him of having too many original thoughts.
Welcome to the
Taunton University of Knowledge FHB Campus at Breaktime.
where ...
Excellence is its own reward!
I don't like Tektonic, sounds like a cheap electronics company or geology company.
Basswood trim company sounds like you specialize in basswood. The big rage these days is three letter monikers so I have to think BHI carpentry and h... is a hip sounding name.
I haven't read through the rest of the responses but I've always thought Ron Mexico was a good one.
I'm bringing sexy back.
http://www.youtube.com/watch?v=8yIqwyR1ays
Ron Mexico says my name is:Robb Panama.far out,RP
Robb Panama Elk Bugler extraordinare! Kind of sings don't it?
I'm bringing sexy back.
http://www.youtube.com/watch?v=8yIqwyR1ays
My comment really will not help you with a name selection but maybe it will put it in a different perspective. A business name can be very important when you are making the business inseperable from the name like Coke or Ford, etc. The value of the name is really important when the business is sold. But lets face it, construction businesses unless they are major road contractors or major industrial contractors have a value outside of equipment and inventory of $0.
I am often amused when general contractors have fancy signs in yards and on their trucks spouting great words relating to outstanding quality when their houses look like a 10 year old did the work. Most people would think that because their truck with the fancy sign is new that they must be doing good. I reality they are scrapping for work and are two payments behind on the truck. I then look at the contractor that is driving the old truck without a sign and the old rusty yard sign that merely says "John Smith" General Contractor. HIs truck is paid for and he has three houses waiting to start and a very fat bank account.
My point: dont't try to get cute and clearly state your service and nothing else.
The only thing I will add is this....
I am not a carpenter by trade, so the word "basswood" meant nothing to me. I am just as likely to think of something related to fishing instead of a type of tree... and I never looked it up.
Now I understand the significance of "Basswood" and what it means to you, but the connection did not exist until I read the second sentence of your post.
I would keep Basswood in the name, as it will remain recognizable in the transition. I would not expect "basswood" to convey any particular meaning about your business... heck, someone spotting an ad may believe it to be part of your name.
A logo idea that pops into my mind is a rendering of a basswood tree with a small swing hung from a branch... it is an image that makes me think of good things. Maybe too simplistic or ideal.
Lots of good ideas to choose from for the words after "Basswood".
Stay away from the Tektonic path.
Basswood Carpentry & Historic Renovation
I liked BFC--Basswood Fine Carpentry.
Maybe it's because I called my business Michael Maines Fine Carpentry at one point, but it's unusual, descriptive, and "BFC" rolls off the tongue.
Hey Brian -
Here's the answer to your problem:
http://breadlinedesign.com/naming_machine/index.htm
http://www.quittintime.com/ View Image