How To Name A Construction Business

How to Name a Construction Business: My Story and Key Considerations

In this blog, I’m going to share the story of how I named my construction business and give you some key considerations before you dive into naming your own. A great name can impact everything from the direction of your company to your ability to market and sell your services effectively. If you want to make your business name remarkable, read on.

Our Business Names

I’m really excited to talk about this. First, let me introduce you to the names of our businesses:

• Elevate Construction (our parent company)
• Lean Takt
• Lean Survey
• Lean Superintendent
• Lean Built (our construction arm)

Eventually, we’ll add Lean Business and Lean Logistics. Elevate Construction owns all of these, and it stands for Insights, Solutions, and Training.

Elevate Construction has been a fantastic name. It resonates with people, and when we discuss it during training or in groups, people say, “I want to elevate my business.” That alignment with our name is powerful. Plus, it’s memorable, easy to market, and tells you exactly what we do and where we’re headed.

How We Chose Our Business Name

I had some terrible ideas for our business name at first. Names like “Integral Insights and Solutions” or “XL inss” were on my list, but our CEO (and my partner) Kate was quick to shut them down, and rightfully so. She told me to go back, reflect, and come up with something better.

I took her advice, and after some thought, I realized the answer: our name had to describe what we do. And that’s when Elevate Construction was born. The name fits our mission, describes our business, and makes sense to people. Once we landed on that, coming up with the rest of the names was easy.

Key Factors to Consider When Choosing a Business Name

Now that you’ve heard my story, let’s dive into some important factors to consider when naming your own business:

1. Relevance and Meaning

Make sure your name is relevant to your industry and communicates what you do. I’ve seen too many businesses rebrand because their original name was either too niche or too vague. Your name should immediately give people an idea of what you offer.

2. Simplicity and Clarity

Your business name should be simple and easy to remember. Avoid long or complex names. Think of it as something that rolls off the tongue. The simpler it is, the easier it will be for people to recall and talk about.

3. Uniqueness and Originality

A unique name helps you stand out. For example, one of our close partners renamed their company to “Hups.” It’s unique, memorable, and distinct from more generic industry terms like “Operational Excellence.” The name itself doesn’t explain what they do, but the brand and their work tell the story.

4. Domain Availability

Before you finalize your name, check if the domain is available. I usually use Google Domains for this. Once you’ve selected a name, secure the domain, as it will be crucial for your online presence.

5. Scalability and Flexibility

Choose a name that allows your business to grow. Hensel Phelps, for example, changed their name from “Hensel Phelps Construction Company” to “Hensel Phelps Plan Build Manage” to reflect the various services they now offer. Make sure your name can evolve with your business.

6. Legal Considerations and Registration

Before registering your name, make sure it’s not infringing on someone else’s trademark. A lawyer can help ensure your name is legal and protect your intellectual property.

The Bottom Line

Getting the right name for your business is crucial. It’s not just a name – it’s part of your vision, clarity, and marketing. A great name can set you up for success by attracting the right people and establishing a strong brand identity from the start.

If you follow the tips in this blog, you’ll have a great foundation for creating a powerful business name that stands out and grows with you.