What’s in a Name? A Funny Story About “Rebranding”.
As a business, you always try to make your mark…to be known for something. Whether it be through great signage/logo, a signature product, a service or a catchy slogan, people always know you for something.
Here is a personal and humorous story about one small business that rebranded itself successfully.
To start, let me explain that my parents have been in the restaurant business for over 40 years. Thus, my passion for all thing small business, especially ways to help the small business. Small-business owners work hard…they deserve all the help they can get! My parents’ first restaurant was a partnership with a few of their friends. It was a diner that served homestyle comfort food in large portions. (Just thinking of it brings back memories…and makes me a little hungry!)
After a few years of running the business with his partners, my father wasn’t liking the direction things were headed and decided to buy his partners out. Luckily for him, they had all realized that owning a restaurant was quite a bit of work (ya think?) and they didn’t want to do it anymore. Needless to say he got a great deal in buying them out.
One big hurdle he saw that first month was a name change, you see the largest partner, who started the business, had used his own name for the name of the restaurant. With him out of the picture and with a lack of resources, my dad was faced with a dilemma: Keep the name and continue, or change the name and go into even more debt.
The restaurant was known for good food, great service, and a clean and well-run establishment. So he worried, ”If I change the name, will customers and prospective customers think ‘everything’ is changed and effectively wipe my slate clean? Or will people not even pay attention and come in to see the ‘new’ place?”
Well, my dad made decisions about the staff and menu and added things here and there, but the name of the business kept looming over his head. His ex- partner was pushing for a change and wanted to charge my father for using his name. You see, when my father made his little tweaks business picked up. Apparently, making the breakfast menu available “all day” and adding a salad bar were KILLER busines moves in the 80’s. :) Well, the partners were none to happy about this and wanted additional $.
To squash this effort and avoid any legal battles, my father decided to change the name of the business. Being the funny guy that he is, he took one letter off of their sign – changing the name of his business from LAMPE’s to AMPE’s. The business flourished. And for as long as I can remember, everyone thought our last name was Ampe. So not only did my father rebrand a business, he also rebranded our family.
My parents recently purchased another established business named Sam’s…I wonder how long before everyone thinks his name is Sam.
Until next time,
Christina Kudym
