Selecting a Name for HPC Company

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Permalink Reply by Chris Gerstner on October 9, 2012 at 6:18am

When writing your business plan, the executive summary actually comes last. I recommend treating your name the same way.

When you have a good grasp on what products and services your company will be offering, then it will be much easier to drill down a name that is ambiguous enough to work for all your companies offerings yet specific enough to give those reading it for the first time a good idea of what you do. 

Your name may also change depending on whether or not the company will focus on mainly 1 or 2 services or many different services. If your expecting 80% of your business to be adding insulation in homes then "Home Insulation Pros" may be appropriate.

Also, consider why your customers will be purchasing your products for the most part. If you think most of your customers will be initially contacting you because their home is uncomfortable, then "The Comfort Pros" might work well but if most will be motivated to contact you because their bills are to high, then focusing on comfort in the name may not be the wisest way to go. Then something like "Energy Reduction Services" - "Use less, spend less!" may be a better fit.

For all the reasons listed above, I recommend you work through your business plan before coming up with a name. This way you'll have a good idea what the focus of the company will be, who is in your primary target market, their reasons for initial contact with your company, and what services and products you plan on leading with.

Keep in mind, since your target will be mid to upper income households, your name and marketing should reflect that. A high end name does not have to be market specific. A name such as "Paramount Comfort" or "Fargo Comfort Pros" may be accepted as higher end if marketed that way. (The city in the name works great for your website SEO by the way) 

Brainstorm from your customers perspective and remember that the name must be something that they like. Don't come up with a name that you like, but your customers may not respond well too. This part of your business is all for your customers!

Hope that helps and good Luck.

Permalink Reply by Jason Schaefer on October 9, 2012 at 7:53am

Chris,

All very helpful suggestions and a sensible approach.  Thank you!

Permalink Reply by Adin Maynard on October 11, 2012 at 9:06am

Chris, THanks for the reminder. I am in the same boat. As I articulate my services and target client base, the name concept ebbs and flows .   

One thing to add...  The presentation of your brand is as important as the name.  

For instance, my primary client base is contractors/designers (HERS ratings) and also homeowners (assessments for retrofit applications)  so my brand needs to appeal to both. I am close to striking a good balance -  a name to appeal to Jane the Homeowner presented with an aesthetic that appeals to architects and savvy builders.