Record Time Retrieval & Investigations evolved from Record
Time Retrieval. Record Time Retrieval was descriptive of the initial service
offered of being a business that served subpoenas to obtain business and
medical records. It was simple; we retrieved records in record time. Our name
aptly described what we did while giving us an identity that our target market
could identify with. It was important; however, to be sure we backed our
branding by actually providing record time service.
Over time I realized that I was more inclined to work on process
service befitting my previous law enforcement background; so the quick
turnaround on assignment completions that process service entails was a much
better fit for me as owner/employee of the company. As the business evolved we
changed the type of service we wanted to provide from records retrieval to
process service, eventually adding private investigations. Although we
occasionally still do records retrieval, we predominately provide the services
of process service and private investigations. Changing the type of service to
coincide with my passions and my personality meant that Record Time was no
longer as appropriate as it once was. It meant making an adjustment in the name
of the company that was more befitting of the services offered.
Here is where we became somewhat stuck. We already had clients,
business cards, a website, stationary, etc. Changing all of that would
have confused existing clients and cost the company money. It was decided
that we would change the name of the company from Record Time Retrieval to
Record Time Retrieval & Investigations. As you can see, just from my own
experience (or lack thereof) the importance of a company name, especially if
you change out your services. We actually lucked out in being able to just
lengthen the name.
So think carefully when coming up with a name for your business.
If your focus is to be a process serving company that is very professional,
then a name like Professional Process might work. If it is important to
have your family name on your “shingle”, then by all means, call it Thompson’s
Civil Process. Just remember, the name says it all, and it gives your
company a distinct identity as well as (especially, if it has a recognizable,
catchy name) a marketable slant that perhaps gives you an edge over your
competition. Think hard and long on it, and what you want the company to
represent because you do not want to go through the contortions my company went
through when we changed services, but then struggled with how we wanted to
represent that change later on down the road.
Like what you've read?
Check out my books; available on Amazon.com "The Business End of Process Service,
Running a Process Service Company From the Ground Up". or “CounterSpy”. As
always, I appreciate your feedback.
