June 2018

Contract Talk
WHAT’S IN A NAME?
Our ongoing series looking at the different aspects of setting up and running a business as a
roofing contractor continues, and this month Janine Brady, SIG Roofing’s Marketing
Manager, discusses the importance of your company name.
Choosing a name for a business is one of
the first big decisions that roofing
contractors have to make when setting up
their own business. Coming up with a name for a
company can also be a very exciting part, as it
can give contractors a real sense of pride in the
business and service offering they are creating.
Like any business, roofing contractors shouldn’t
underestimate the power that a company name
can have. How many people, for instance, have
heard of a business called BackRub? Not many
I’d imagine. However, if I said the name Google,
I’d be shocked if you hadn’t heard of it. BackRub
was in fact the original name for Google before
the founders changed the name in 1997, and this
brand is now so powerful that it’s in the Oxford
English Dictionary!
I know this is quite an extreme example, but it
does demonstrate that a business name is a
valuable asset that can help build your
reputation, not just with potential customers, but
also with suppliers and when you are trying to
attract new recruits for business growth.
So, when choosing your company name, there are
a few items that contractors should consider:
Make it memorable
A catchy and memorable business name can
benefit you massively in the long run. Word of
mouth is one of the most powerful forms of
marketing and attracting new business. You want
a name that sticks in the customer’s memory so
they recommend you to their friends and family,
or via social media recommendation sites.
Be careful to avoid business names that include
unusual spellings – make sure they are easy to
pronounce and remember; simple and
straightforward is the basic rule of thumb and the
shorter the better. It’s also best to avoid quirky
words; it may have worked for Apple and Google,
but for a roofing contractor, it’s a risk if people
don’t understand what you do or the service you
provide.
Once you have chosen the name, test it out and
get a few opinions. You might love it, but it’s
always better to get different perspectives on it.
Will your customers – and your staff – be able to
relate to it? Do they understand it? What does it
mean? These are all important questions to ask
friends, family and peers.
It’s also important to remember that Companies
House apply a number of rules and restrictions on
company names which you will need to adhere to,
like not having a name that is misleading or
offensive.
Is it available?
Once you’ve decided on your name, you need to
check it’s available. If the company name you
want is already being used, it’s best to avoid
copying so you are not forced, legally, to change
your business name in the future. Simply search
online for ‘company name checker’ to access a
number of sites that are authorised by Companies
House to allow you to check. It’s also good
practice to check the name or names you want
for your business using a search engine or looking
through the Yellow Pages.
Once you’ve checked the name is available, if you
are going to have a website it’s important your
domain name (i.e. URL) is available too. When
setting up a domain name it is best to keep it the
same as your business name, otherwise it can be
confusing. It may seem obvious, but setting up
Joe Bloggs Roofing Services Ltd and then
registering a website address as
www.joeroofing.co.uk will have consequences
with potential customers not being able to find
you online. In addition, if you are called Joe
Bloggs Roofing Services, register both
www.joebloggsroofingservices.co.uk and
www.joebloggsroofing.co.uk for example, it keeps
everything clear and easy to find for your
customers.
You’ll also have the option of co.uk, .com or .net.
For start-up roofing businesses you can choose
just one, although if it is not cost prohibitive you
have the option of purchasing multiple – this will
help when people are searching for you.
Once you’ve chosen your company name, you’ll
then need to register it. This can be done online or
by post via www.gov.uk and you will receive a
certification of incorporation when registration is
complete, usually within a few weeks.
Finally...
Whatever name you choose, remember that your
company name is an important part of your
business identity. This is a name that will appear
on the side of your vehicle, be on your business
cards, your letterhead and your website. More
than that though, your company name is also
something that identifies your business and the
service you provide. Having a name that you and
your staff believe in and your customers trust will
go a long way in building your reputation.
Next month: SIG Roofing offers advice and
guidance on your tax and VAT responsibilities.
Contact SIG Roofing
0845 612 4304
www.sigroofing.co.uk
@SIGRoofing
26 TC JUNE 2018