Construction Branding Kickoff
The excavation and land-clearing company located in Asheville, North Carolina, required construction branding. The project included a construction logo, a new business card, business stationery, and a new website. Along with his Caterpillar-branded excavating equipment, Ralph King would work to grade and clear land, cut trails through properties, and perform construction excavation work for residential clients. Additionally, he hoped to work with real estate brokers to help prep land for sale.
The construction branding project kickoff meeting with our team included a thorough review of the project details, including the client’s goals for the brand, the primary demographic for the services, and the initial information regarding the client’s desires for the visual direction.
Business Name Development
Some of our business branding package clients come to us with a business name in hand. And others need to add business name development to the package. For this project, our client had an idea of the services he would offer, however he had no idea what to name his business. He wanted his business name to evoke a second look, and to be catchy and memorable.
So, our team engaged in our business naming process to come up with several name options that we could present to our client. The process begins with research into the industry and an assessment of the target market. We take the time to do some competitor analysis and to speak with our client about their position in the market to learn why a client would choose them over their competitors. In this case, it was the business owner himself that differentiated the business from the competition. He was reliable, professional, and completely capable. You could trust him on your property and could depend on him to get the job done.
After reviewing the compiled market research, we then got to work brainstorming business name options. We put all of the names up on the wall (literally) and started looking into the availability of using the best options. We did a cursory look through the trademark search system, dug through available domains, and used search engines to determine whether the names we had in mind were too similar to those of competing, local businesses.
We then presented our best three options, paired with available domain names to our client for selection. Our client selected the name King + Cat from our short list, and we recommended that he consult with his attorney if he intended to trademark the name. In this business name, King refers to Ralph King, the business owner and the king of excavation and land clearing in Asheville, North Carolina. The term, Cat, refers to the Caterpillar Excavator that Ralph utilizes in his business to clear land.
With the name selected, we moved into bringing the name to life through logo design.
Construction Logo Design Direction Brainstorm
During our logo design direction brainstorm, each of our branding experts brings to the table concept ideas for the logo design portion of the project. For this project, we determined that we would utilize the type to convey the Ralph’s steady strength, while bringing some approachability in through the development of an icon that would communicate the nature of his business. We would play on the “King” name, as well as the construction element and the positive change that Ralph could bring to a piece of property.