Help with naming my business

[Ron in Indiana]

I'm at the point of needing a name for my truck restoration business so I'm asking for your input. I've considered a couple of names. 1. Old School Classics 2. Reichhart Restorations. Or I will consider your suggestions. I need a name to apply for accounts at various suppliers and to get a state sales tax number. The time of flying under the radar is coming to an end I'm afraid.

[W_A_Watson_II]

Ron's Rides
Trucks by Ron
RTR (Ron's Truck Restoration, or Reichhart Truck Restorations)
Ron's Power Giant Trucks (RPG Trucks)

[Ron in Indiana]

Will all good names except the last one. I restore Power Giants not Pilot House series. Not saying I can't or won't but the 57-60's are Power Giants. I had thought of Power Giant Paradise but would always be explaining the name to those who wouldn't get it. Anyone else?

[W_A_Watson_II]

Dang, Sorry about that, it's all fixed now.

[QuantumJo]

How about PGER
Power Giant Emergency Room

I have a few ideas for a logo also if you like.

[Gordon Maney]

I'm at the point of needing a name for my truck restoration business so I'm asking for your input. I've considered a couple of names. 1. Old School Classics 2. Reichhart Restorations. Or I will consider your suggestions. I need a name to apply for accounts at various suppliers and to get a state sales tax number. The time of flying under the radar is coming to an end I'm afraid.

A couple of thoughts....

You want something that is easy to say and write. Mostly to say, when you answer the phone, when you tell the counter guy at the parts house, whenever. Otherwise you end up shortening it, and if so, why didn't we call it that in the first place?

I recently had a discussion with someone about this. Let's contrive an example. Let's say your name is Ingemar Johansson, and you become a chiropractor. Understandably, you are proud of this, so you call your new business the Ingemar Johansson Chiropractic Center.

Consider also, you will need an email address, and also a website, for which you need a domain name.



Imagine in a future, you are on the phone....

"Ingemar, what is your email address?"

"It's ingemarjohannson@ingemarjohanssonchiropracticcente r.com"

"....say that again?"

After you go over that a few times they might actually get it right. Pretty soon, between phone and internet issues, you wish you had picked something easier and simpler.



Let me shift gears here. Your ability to attract business is rooted in your personal identity. This personal identity you have cultivated in very easy and natural ways as you have pursued your hobby and developed your skills and accompanying reputation.

This is a hobby of regular folks who are drawn to machinery that is elegant and beautiful in its simplicity at the same time it is not fancy. The people who like trucks that are not fancy also like people who are not fancy. They like the tone and the feel of those times past that produced these trucks. They like terms from the past.

What were body shops called back then? Putting all the above into it, I believe your first name should be in it.

Ron's Body Shop
Ron's Auto Body
Ron's Body & Fender
Ron's Automotive

Reichhart has two h's; I am guessing you struggle with people at times because they don't know how to spell it. My advice, then, don't use your last name in the business name.

Ron's Automotive allows you to also do mechanical work if you want to. Or maybe you diversity someday and also sell fill dirt or fishing bait. Maybe a more generalized name that could apply to anything.

[Ron in Indiana]

Gordon, you bring up valid points the one being my last name. It's been mangled every which way from Sunday. Yes two H's I had a woman ask if me if I was sure. I said no I stutter, yes two H's you stupid cow. That was one reason for the Old School Classics name. I don't want to use the term Body Shop necessarily either as that is generic for any body and paint shop doing collision work. I had thought of The Dodge Garage but didn't know if I'd get dinged by the olive eaters in charge now. This is why I've turned to my friends here for opinions. I like Dodge Garage, simple, easy to say, to the point and fitting. Everyone around here knows me as the Dodge guy. I need to make a decision soon. Anyone think Ma Mopar would hit me if I went with Dodge Garage?

[Bob Thompson]

Ron, Gordon makes a very good point about domain names. Even the crustiest rod builders are realizing that the internet is an important part of their business.
Alliteration in brand names has proven lucrative for many, but with the problems you have personally experienced with you surname it might prove too much for some.
You might consider "Double R" automotive or autobody or any of the combinations that Gordon mention. You might consider combining you initials with a geometric shape as a logo. For instance "Double-R-Star"

I wish you the best whatever you decide to do.

[Gordon Maney]

Gordon, you bring up valid points the one being my last name. It's been mangled every which way from Sunday. Yes two H's I had a woman ask if me if I was sure. I said no I stutter, yes two H's you stupid cow. That was one reason for the Old School Classics name. I don't want to use the term Body Shop necessarily either as that is generic for any body and paint shop doing collision work. I had thought of The Dodge Garage but didn't know if I'd get dinged by the olive eaters in charge now. This is why I've turned to my friends here for opinions. I like Dodge Garage, simple, easy to say, to the point and fitting. Everyone around here knows me as the Dodge guy. I need to make a decision soon. Anyone think Ma Mopar would hit me if I went with Dodge Garage?

They could if they chose to. Obviously they could hit me too. I think it must help if they feel you are contributing to their positive image.

[QuantumJo]

Anyone think Ma Mopar would hit me if I went with Dodge Garage?

Dodge could mean:
Verb
Avoid (someone or something) by a sudden quick movement: "we ducked inside our doorway to dodge shrapnel that was raining down".
Noun

A sudden quick movement to avoid someone or something.
Which has nothing to do with Chrysler Corp.

[NNICKB]

Ron,

There are lots of restoration shops out there these days, and much of their advertising looks and sounds the same. But there are two things that can make a shop stand out. These are:

1. The personal skill and integrity of the shop owner, and
2. The shop's particular area of expertise. This is typically
a. Familiarity with a certain make or model of car, or
b. Competence with a certain skillset (e.g. convertible tops)

IMO, there is a certain advantage to using your own full name on the business: "Ron Reichhart Restorations." This means any goodwill you build up as an individual translates directly into your business. You see this with doctors, lawyers, CPAs etc. You will also see this with various "celebrities" in the car business. Believe me, auto restoration is very much a professional service. The guy who drops 40K on grandpa's old pickup wants to be treated as a "client," not just a customer. Indeed, many high end shops are more akin to "artists" and consider their customers to be "patrons." A little over the top maybe, but repeat business and word of mouth is what drives the industry. Which brings me to No. 2.

Lots of people pick their shop based on their expertise and reputation with a particular make and model of car. If you have say a 57 Thunderbird, you want a shop who already knows how many buttons are supposed to be on the upholstery and where to get them. Otherwise, a lot of your money is going to be paying for someone's education. If the guy has done the job before, there is a greater chance he will complete your job right, on time, and within budget. This is an important concept, since the majority of restoration projects end badly, and everybody knows it. In our hobby, Vintage Power Wagons and Mseriesrebuild definitely get the message across that their expertise is with our specific vehicles. But again, we often see the owners of these companies acting as their spokesmen. We associate these companies with their owners.

In a related principle, people will pick a shop if they have expertise with a skillset. If the car needs specialized metal work, they will pick a shop who is good with that. Ditto especially for modifications like engine conversions. If say you swap a late model Chevy LS into your Jeep Cherokee, you want to make sure the gauges all work. Pick the guy who has done it before.

Now, I could be wrong, but I suspect the Power Giant angle may be too small of a subset of the hobby to carve out a living. You might do better marketing yourself as an expert on all Dodge trucks, or even old pickups of any make. Which is not to say you shouldn't live your passion. If all you want to do is PGs, start there, and you can always branch out later. But, be realistic, and focus on your clientele's needs. I used to be pretty passionate about the Jeep OHC Tornado engines of the 1960's. but have yet to run across anyone who thinks of them as anything other than boat anchors.

So, I'd go with "Ron Reichhart Dodge Garage" or something similar. Oh yeah, your domain name does not have to be the same as your business: powergiants.com would do nicely.

Hope this helps

Nick

[Kevin in Ohio]

I'm with Gordon. Ron's Restorations has a nice ring to it. Bring your truck in for a little R & R if you will ;) Keep it simple and short as possible but still maintaining a hint of what you do.

[Jeff in N.Tx.]

How about: Ron's Restorations
Or: Ron's Auto Restortions
Ron's Classic Truck Restorations
Rons Classic Dodge Restorations
Just a little food for thought.
Jeff

[Bob2]

Name?

How about Ron's Old School Rides?

[Ron in Indiana]

I thought this was going to be easy

You guys are making this hard with all these great suggestions. Plenty to mull over which I'll do as I'm buffing paint or sanding with my headset on. I get in my zone and tune everything else out to think. I can see the different views presented the common theme is KISS Keep It Simple Stupid. As much as I'd like to incorporate my last name in my business name many have a problem with spelling and pronunciation of my fine Germanic surname. Ron's Dodge Garage has a nice ring to it. Again a number of fine suggestions and I thank you all for your input.