Name Branding for Process Service

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.