Originally my company name was Newfire.net. I wanted a short name with the domain in it, makes it easy to remember, like 1-800-Got-Junk. However for some reason nobody could ever remember it. I'd get people saying newfie.net or firenew.net or netfire.net. I spent way too much time correcting people's spelling of the domain. It became clear I needed a new monkier.
Then a few years ago I ran a direct mail campaign with the headline "Do you need a computer hero?" and received so much work from it, in fact my best campaign strategy ever. It got me thinking.
I too wanted to avoid nerd, geek, medic, etc, as many clients agreed that it was insulting, gimmicky and questionable. Many of my clients flat out said they refused to hire anyone with a gimmicky name like that. But My Computer Hero appealed to what they were looking for. I added the "My" to force them to take subconscious ownership when they read it and referred me, it's worked. (Though on many sites I'm referred to as The Computer Hero, better than the computer guy, and more authoritative I think.)
The vast majority of my first touches with clients are for troubleshooting an emergent issue, not as a proactive measure. As such I wanted a name that would draw the eye when that need arose. I know I can easily convert a one-off reactive service call into a multi-year proactive relationship. It's the initial touch that's hard and expensive to get.
I learned through experience that it's generally a 35-50yr old woman, typically an office manager or some such that calls for help (70% of the time) so I made a note to test any names/logos with that audience. They commented that My Computer Hero felt reliable, and they wouldn't have to worry about my competency and it gave them more confidence in calling me over tech squad, Dr. Dave, or geek patrol (local competitors).
When it came time to do the logo, I outsourced it. I've done my fair share of graphic design, and done brand images for local businesses, but I didn't trust my own biases and narrow views not to pervert the process. So for $400 I ran a contest on worth1000.com (google my computer hero worth1000.com to see the logo ideas that were submitted.) I received many entries and the one I chose, the top one on the aforementioned page, failed my market tests. People said they didn't understand it, and that it was too ambiguous with no obvious relation. They instead chose my current logo saying it was more aggressive, reliable and authoritative. A little market research (20 or so people) can help avoid making a bad mistake. I receive compliments on my brand identity all the time. People use words like "refreshing" and "reliable" and "understanding" when discussing it, and I over hear my company name being repeated with pride by clients to people they talk to on the phone or their clients in the office. ("My Computer Hero is here fixing my machine, My Computer Hero is the name, yeah, I'll call you back.")
So why answer a simple forum question with a small essay? Just to let you know how I went through the process, what I considered, and what you may want to take a look at. Robin Robins, a tech marketing guru, has a line that sticks in my mind when ever I contemplate anything related to marketing: Before they know how good you are, they only know how good your marketing is.
Consider it.
(A now defunct competitor was named 3D Tech Computers. Every time I drove past their store all I could think was "Really? What does that mean?")
Still ended up with a good deal.
. My business partner and i are just a little too nerdy i guess.
