market positioning

Discussion in 'Landscape Lighting' started by Mike M, May 20, 2007.

  1. Mike M

    Mike M LawnSite Bronze Member
    from usa
    Messages: 1,988

    I have been using my last name with lawn and landscape, and now I want to create a new professional name for my business. I'm trying to decide how to position and market myself, I can do the following:

    Name of my business with focus on lighting and offer lawn care as a service, or put both lighting and lawns in the title. Or just lawn & landscape, and offer lights as a service.

    Sounds like an easy decision, but it's not, and it's keeping me from getting new business cards made up, etc. I want to position myself as soon as possible as a lighting guy.

    Has anyone else been through this?

  2. Bill S

    Bill S LawnSite Member
    Messages: 184

    could be as simple as Mr Mikes Landscaping then underneath in a smaller font... specializing in Landscape Lighting or Landscape Lighting Specialist

    You all ready have your name going for you, why reinvent the wheel? I am assuming 2 things, you have some name recognition and that it is good name recognition.
  3. Mike M

    Mike M LawnSite Bronze Member
    from usa
    Messages: 1,988

    I've been doing business as my name for about five years now.

    I moved to a new area last August, and it might be a good opportunity to switch to a more professional sounding name with a logo. Especially becuase I've been doing this part time, and I want to be full-time one year from this date.

    Maybe I should just stick with my name for now, and wait for my business to dictate my direction (that was my original plan). But I am very impressed with the names and logo's I see on this forum.

    M. Murphy lawn & Landscape
  4. NightScenes

    NightScenes LawnSite Silver Member
    Male, from Kingsland, Texas
    Messages: 2,214

    Mike, I was an electrician for a long time before I started the landscape lighting devision, which took over the company. When I decided to change the name to NightScapes, I included my old company name, PRG Ventures. The new name was NightScapes by PRG Ventures. PRG Ventures was very well known in my area and people knew right away who NightScapes was. Now I have dropped PRG Ventures from the name as I no longer need to be associated with my old company and NightScapes is now a much stronger company than PRG Ventures ever was.

    Just something to think about,
  5. SamIV

    SamIV LawnSite Senior Member
    Messages: 324

    I'm in the same boat. Trying to come up with a name change. My name is still too closely related to my old landscaping business which was sold over a year ago. I have some names in mind.

    The name should be for lack of a better word, unique and related to lighting, but also easily recognizable. Before I letter another trailer, just want to get it right.

  6. Chris J

    Chris J LawnSite Silver Member
    Messages: 2,843

    I will just say that if you are considering changing the name it will be better to do it sooner than later. Name branding, business cards, brochures, phonebooks, postcards, etc.... this all has shelf life: People will sometimes hold on to information for months (even years) before responding and acting on a referral or piece of advertisment. The cost associated with changing your name can be staggering. Everything has to be changed. Are you incorporated? Lot's to do there also. If your going to do it, go ahead and do it.
  7. David Gretzmier

    David Gretzmier LawnSite Gold Member
    Messages: 3,645

    I am going through this as well. I have been Brite Ideas Nwa for several years now, mainly doing Christmas lights and slowly building landscape lighting.

    Brite Ideas is a Christmas Light franchise out of omaha, I am less and less associated with them, so someone else could buy a franchise and call themselves Brite Ideas in my market tomorrow.

    So I am up for a name change, or at least name my landscape division something like Paul did- Night Lights by Brite Ideas, or something like that.
  8. Mike M

    Mike M LawnSite Bronze Member
    from usa
    Messages: 1,988

    Okay, in the end, I hope to be exclusively lighting. There will be a transition period where I will rely on quick-to-acquire, bread-and-butter reliable cash flow lawn accounts.

    I guess, based on feedback, I should develop a long term name and logo, and maybe just add the line "full servivce lawn care" in my body text. I can even headline that on door hangers for new lawn accounts.
  9. High Performance Lighting

    High Performance Lighting LawnSite Senior Member
    from So Cal
    Messages: 326

    Niche specialization is highly recommended. Those that do enough volume to justify and whose primary business is other than landscape lighting should "split off" a landscape lighting division with it's own name and identity.
  10. ChampionLS

    ChampionLS LawnSite Bronze Member
    Messages: 1,066

    Coming up with the right name for your business is probably the most important decision you will make. It should reflect your branding and services. Ideally, you should choose a name thats:

    1) Available to register in your County or Town.
    2) Available to register a domain name for a website
    3) Available to Trademark as a service (SM) Service Mark.

    If your lucky enough to get all three with the same name, then thats really something to be happy about. The fourth would be getting a Email address and your domain name (not some stupid AOL or Hotmail).

    Don't advertise for anything FREE. People take advantage of that.

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