Expert: Sean Trapani - 2/6/2009

Question
Hello Prof,

I've now decided to add handyman services to my moving service and I would really appreciate if you could help me on this. I plan on printing flyers that I intend to distribute to homes, however what would be the best phrase/word or ... (y'know the 'Volvo = safety' kind of thing) that I should go with to market the service to homeowners target.

Thank you in advance,

Raymond

Answer
Hi, Raymond

I'm glad you used the Volvo = safety example. Volvo has done a good job of cultivating an association of the word "safety" with their brand name. Al Ries, one of the pioneers of branding, would say that the reason Volvo was successful was that they were very single-minded in what they put their brand name on.

You didn't mention the name of your moving company, but whatever it is, you may run a great risk of diluting your current brand's power by changing what your brand means. It probably means "moving" or something along those line now. If you add a handyman service, you will pile more meanings on top of your existing brand name, weakening it in people's minds.

Like Volvo, the fewer ideas associated with your brand name, the better.

For this reason, I suggest that you come up with a different company (brand) name from your moving company if you want to get into handyman services, which is a very different idea.

Now, as for the best, simple idea (expressed as a slogan or word) for your handyman company? That's a separate issue - and it would require some research in your market. If you're the only game in town, then your "word" could simply be "handyman/leader" since you're the only one around. If you have competition, then you have to figure out their "words" and choose something different in order to stand out.

Since I don't know your market, I can't suggest the right word. But maybe I've given you enough information to discover it for yourself.


ST