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Too Specific of a Name

Posted by Jesse Friedman | Posted in Business | Posted on August 22, 2008

I can’t stand seeing companies pigeon hole themselves with a company name that is too specific. It forces them to work to reverse brand their own names. They’re paying to convince customers they offer more than their name suggests.

A good example is Burlington Coat Factory. They do carry a lot of coats but it’s less than 50% of what they sell. Obviously they started off as a coat factory but their company name doesn’t allow for company growth. Infact they have spent countless dollars marketing themselves with “We’re more than just coats”. The idea being to change the consumers mind and inform them that they don’t just sell coats.

At this point you are ensuring yourself more work and money spent to make sure consumers know what you do and sell. Be ready to change your business plan around what your consumers demand.

So many companies are forced to adapt to what their consumers need even if it isn’t what they planned on doing. You could start by selling only office chairs and years later be selling everything from staples to laptops.

When brainstorming your new company name make sure you are flexible and able to adapt to where ever your consumers take you.

  • Ahhh I misread

  • admin

    @BenSmith What about the Burlington Coat Factory isn't true? I think that "Sakk's Fifth Avenue" doesn't apply, they aren't forcing themselves into a specific industry. The address is a brand consumers associate with high end products. They can sell anything under their name. Burlington Coat Factory and others like Walt's Roast Beef have to convince their customers that they offer more then their name implies.

  • I agree with you in a way. The Burlington Coat factory example isn't entirely true. Look at a company like Sakk's Fifth Avenue. I feel the address in the name helps the company's image.

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