After 7 years is it time to rebrand?

[cyde_ePhex]

Long story short, I started my company about 7 years ago and now with the move towards managed services and two moves later, I am thinking about changing the name of the business. I started the business working part-time while I had a full time job when I was in Europe. That full time job got me transferred to the States for about 3 years and now I am back in Europe for the foreseeable future.

The name at the time Save My Laptop (Computer Services) worked fine, especially for the community that I served but now I am trying to transition towards becoming an MSP and I think (I have thought for a couple of years now) that the name is/has limited me in some ways. My main focus is residential and some small home offices. Businesses are not really an option for me unfortunately at the moment while in Europe.

I've read through the forums regarding choosing business names and the pros and cons if it all, but I think my situation is a bit unique. I'm just not sure if I should pull the trigger on a total rebranding or not. I know if I do I'm in for a hell of a lot of work changing everything over, website, stationary, updating all my vendors and contacts of the new changes, clients, etc.

If I do go the route to rebrand, I'm thinking of something related to my days when I was in active service.

So for insight on this, I come to you all. Should I rebrand or not?
Oh, I thought about just tweaking the current name a bit, but no many good options came out of that.

Quick note:
Current client base is not very large
Most clients from the start were mostly all break/fix anyway. I only have maybe 5 I still provide service for regularly
12 PC's currently being managed
Thanks in advance!

 

[ComputerRepairTech]

Usually I don't think this type of thing is important but in the case of a name like Save My Laptop selling MSP services I believe it may be important to make that change as that puts the idea in their heads that you specialize in laptops.

 

[PCX]

If you search Google for "should I change my company name" you will find a lot of questions you should ask yourself and consider. However, 3 main questions I would ask is

1. Does the old name imply that you do or don't do something that is considered a main part of your business?

2. As a result are you losing business or in the least not gaining as much market share as you should.

3. Ultimately, is the name holding your business back from growth.

If after answering those questions you feel you need to change the company name, then do it. BUT take your time and don't rush the renaming process. Once you have a good name, you may want to communicate that name with your customers and TN. A lot of your customers won't like the new name or think it is a good idea, so it's important that when you ask then about the name change, you explain why it is importantand necessary. You basically want them to support you in your decision, while also providing honest and valuable feedback. Remember though, this is your company and changing your name is not a democratic process. You ultimately must make the decision that is best for your company. Once you are settled on a name, spend more money then you did the first time sind and get a better logo made. Again, you may want to get some feedback from your customers and TN.

Finally, you will want to transition the name by picking an officiall name change date (at least a month) and constantly staying in contact with your customers (at least once a week) and reminding them off the change. You may also want to run promotions during this time to both get current customers excited and to gain some new customers.

Before you changet your name and logo, ib would read or listen to "22 Immutable Laws of Branding"

I have some other tips I can give you, but I'm out of time. I'll try and post more later.

 

[4ycr]

I was in a similar position to you a few year ago, my name suggested repairs only so I created a new company aimed at IT. I let both run for a couple of years but only concentrated on my new business. I told all my existing clients and only billed them through the new company. After a few years I got my old website to point to my new website so only my new company existed.

It was worth it in the end as I got a lot more IT work rather than repairs

 

[Archon Prime]

What you want to think about... is your brand known as that name in your area now? If not, give it a go. If you are well-known under that name, it might be tricky to change things around. "Save My Laptop" is pigeon-holing you into that break/fix bracket and JUST for Laptops. or so people will assume.

 

[PCX]

4ycr brings up a good point too. You do have the option of creating a new brand specifically for MSP and keep the other for break/fix repairs. However, if you don't have a store front for the break/fix business or if you don't have any desire to continue down that path, then I would simply rebrand.

In my honest opinion though, if I were you, I would change the name. Your business name is too generic and it corners you into the break/fix industry, more specifically, the laptop break/fix industry. And with a name like yours, many people and companies will assume that you do not provide other services other than laptop repair and many wont even call to ask if you do anything else.

If you do change the name and rebrand, you will need to continue reminding your customers and the world that you are "New Name" formally Save My Laptop for at least 6-9 months, but probably no longer then a year. The goal is to not only attract more customers, but to keep your old customers.

By the way, we are also in the process of making the same change and I did a lot of research on this topic before making this decision. So far, my only regret is not making the decision sooner.

 

[cyde_ePhex]

Thank you all for the suggestions so far. I'm looking to make a decision sometime in the near future and just in case, I have be thinking of a few names over the past month or so.

I don't have a store front as I am mobile and I think my current name is holding me back some. However, I hadn't given much thought to creating a new business name for the MSP side. A pretty good idea though, I will consider it.

What you want to think about... is your brand known as that name in your area now? If not, give it a go. If you are well-known under that name, it might be tricky to change things around. "Save My Laptop" is pigeon-holing you into that break/fix bracket and JUST for Laptops. or so people will assume.

This is what I am trying to get away from. Alot of my calls have been, "Do you also fix PC's?"

 

[PCX]

Thank you all for the suggestions so far. I'm looking to make a decision sometime in the near future and just in case, I have be thinking of a few names over the past month or so.

I don't have a store front as I am mobile and I think my current name is holding me back some. However, I hadn't given much thought to creating a new business name for the MSP side. A pretty good idea though, I will consider it.

This is what I am trying to get away from. Alot of my calls have been, "Do you also fix PC's?"

The sooner the better. If you know that this is ultimately the decision you will have to make and not doing so is costing you money/business/market share, then the problem is only going to get exponentially worse as time progresses.

Basically, you can either keep thinking about it and then eventually convince yourself that it really isn't all that important or you can get on top of it before it really hurts your business, forcing you to learn a lesson the hard way.

Speaking from experience.

 

[Markverhyden]

I'd go with @4ycr's suggestion. Just start up the new entity and work at migrating your customers over. Keeping them happy while spreading your new direction may result in more referrals.

 

[GTP]

+ 1 this^^^ rather than just drop the old name an start with a new one.

 

[PCX]

I'd go with @4ycr's suggestion. Just start up the new entity and work at migrating your customers over. Keeping them happy while spreading your new direction may result in more referrals.

The only problem is that if you are not providing two separate products and catering to two separate set of clients (even if some of them cross over), then there can be brand confusion. If all you want to do is MSP with the occasional onsite job and bench work for those same clients, I would completely rebrand with a new name. However, if you want to provide both services to residential clients in the break fix industry and provide MSP for businesses, then I would have two separate names and brands.

 

[cyde_ePhex]

After more thought and suggestions by you all here, I've decided to create a separate entity for the time being. I will gradually move over my break/fix clients over the next several months (per PCX's and Markverhyden's suggestion) to get my current clients acclimated to the new company name. The goal is to transition to mainly an MSP role while keeping some break/fix (probably a 70/30 ratio). My area can accommodate both clients so this shouldn't be much of an issue,

Now, the next challenge is what to add to the name Computer Solutions, Computer Services or Tech Support.

Thank you all again for your suggestions and votes

 

[PCX]

After more thought and suggestions by you all here, I've decided to create a separate entity for the time being. I will gradually move over my break/fix clients over the next several months (per PCX's and Markverhyden's suggestion) to get my current clients acclimated to the new company name. The goal is to transition to mainly an MSP role while keeping some break/fix (probably a 70/30 ratio). My area can accommodate both clients so this shouldn't be much of an issue,

Now, the next challenge is what to add to the name Computer Solutions, Computer Services or Tech Support.

Thank you all again for your suggestions and votes

You know you probably don't have to create a separate entity (unless you really want to), you just have to create a different brand with a separate DBA. You will need to confirm this with a lawyer and or CPA, but since the businesses / brands are related in nature, it shouldn't be an issue.

 

[cyde_ePhex]

You know you probably don't have to create a separate entity (unless you really want to), you just have to create a different brand with a separate DBA. You will need to confirm this with a lawyer and or CPA, but since the businesses / brands are related in nature, it shouldn't be an issue.

Ah, I see what you're saying. I stand corrected. I'll be changing the name and informing my clients of the upcoming changes which should be final in the next several months. Thank you for clarifying.