It is not uncommon for construction industries to consider revising their name and image after a few years in business. Many times, this is because the company was originally named something very simple – such as the owner’s name – which is not actually related to the particular industry. Many companies were also set up on shoestring budgets, and the owner will later want to polish the image when they have the opportunity and funds to be able to do so. And, other times, a rebranding effort is a strategic move to take advantage of a particular situation.
In this article, we will take a look at some of the main motivators for rebranding construction companies. As you read through, you may want to consider whether or not it is time for a refresh of your own.
Better Communicate Services
Ideally, your name should be memorable (and rememberable). It helps to communicate what you do or reflect your point of differentiation. Who knows how many companies have lost business because a potential client could not remember the name and then ended up going with a competitor?
It is also not uncommon for companies to evolve their specialties and offerings over time. A name change could be a good move to best reflect what you bring to the table. Although, keep in mind that your web address should correlate with your company name – otherwise there are two different things for people to remember. If you want to start brainstorming new company names, it would be a good idea to first make sure that the URL is actually available.
Help Limit Liability and Protect Assets
Another reason why many companies may choose to re-brand a section of the organization is for protection. This way, if something were to go wrong with the “new” company, the parent company would not be held liable. For this reason, some companies may choose to rebrand for individual projects – particularly if the project is politically-charged and could cause issues with other ongoing accounts or future work. Plus, creating a new venture could open the doors for additional investors and potentially get around some legal red tape.
Just Make Sure the Refresh Is an Improvement
You may have read through this article and determined that it is time for you to revise your company’s name or image. If so, there are a number of communication professionals that can help you bring your vision to life, better connect with your target audience, and meet your professional needs. The important thing to ensure is that you do it right. For example, you may want to come up with a few different options, which you can test to see which performs the best with your target audience.