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WE NEED TO CHANGE OUR BRAND NAME. While our existing name certainly has built some equity within the lumberyard world over the last 25 years – it poses a number of problems going forward. Specifically, we know anecdotally our current name is inexorably linked to our original line of business – racks and racking and storage equipment. This association hinders our growth strategy which relies heavily on our ability to not only design and build commercial steel buildings for lumberyards and beyond, but also on our national licensing and expertise as General Contractors for any number of vertical commercial segments that need steel-based construction. WHO IS THE TARGET AUDIENCE? The decision-makers. These would be business owners or C-level or senior staffers with influence and/or final say over construction projects for their company (North American and Caribbean). Our targets will likely mirror our own organization (medium-sized companies with high-level/ high touch leadership approach, flexible and easy to do business with). Target industries would include lumberyards where we’re already a leader, but also other industries that have similar needs (large land footprint, commercial buildings that emphasize function over aesthetic form). Consider truckstops, trucking maintenance companies, warehouse distribution centers, etc.) “True blue.” Regardless of the industry, these prospects and customers share an appreciation for a straight-forward, honest approach with no fluff. Despite the blue-collar nature of these types of industries, these folks (primarily male, 39-54) are well educated (college degree) and quite adept at dealing with 21st century challenges (technology, market dynamics, etc.)

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WE NEED TO CHANGE OUR BRAND NAME. While our existing name certainly has built some equity within the lumberyard world over the last 25 years – it poses a number of problems going forward. Specifically, we know anecdotally our current name is inexorably linked to our original line of business – racks and racking and storage equipment. This association hinders our growth strategy which relies heavily on our ability to not only design and build commercial steel buildings for lumberyards and beyond, but also on our national licensing and expertise as General Contractors for any number of vertical commercial segments that need steel-based construction.

WHO IS THE TARGET AUDIENCE? The decision-makers. These would be business owners or C-level or senior staffers with influence and/or final say over construction projects for their company (North American and Caribbean). Our targets will likely mirror our own organization (medium-sized companies with high-level/ high touch leadership approach, flexible and easy to do business with). Target industries would include lumberyards where we’re already a leader, but also other industries that have similar needs (large land footprint, commercial buildings that emphasize function over aesthetic form). Consider truckstops, trucking maintenance companies, warehouse distribution centers, etc.)

“True blue.” Regardless of the industry, these prospects and customers share an appreciation for a straight-forward, honest approach with no fluff. Despite the blue-collar nature of these types of industries, these folks (primarily male, 39-54) are well educated (college degree) and quite adept at dealing with 21st century challenges (technology, market dynamics, etc.)

Domain Name:
Only available domains can be posted
Keyword suggestions: and build buildings commercial construction design handling lumberyard materials multi-state steel storage trucking truckstop
Examples:
Nike, Google, Apple, Android, Starwood, Whirlpool
Words to Avoid:
Lumber, Racks, Racking

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