Here’s the strategy and story of how our company name was developed.
Two late 20-something guys sit in an apartment sketching out their ideas for a grooming-related destination. Business has no official name, only a concept, and is being referred to during informal development sessions as “ORANGEFLIP.COM” (don’t ask). As development progresses and charts and plans are laid out for a company that includes brick and mortar stores, an education and e-commerce web site and custom-formulated grooming products, a virtual cornucopia of less-than-stellar name/branding options are bandied about. We’re talking “DC Grooming,” “Capital Grooming Centers,” “Gilman & Sarshar Men’s Grooming,” “Sarshar & Gilman Men’s Grooming,” you name it… we had it. Not sure how, but the name “Grooming Lounge” is finally mentioned and is an instant slam dunk. Game over.
So, all that background leads us to today, nearly 10 years later, and we’re certain that a better name just ain’t available. Problem is, and maybe it’s not a problem, our “Grooming Lounge” name appears to be so solid, it’s slowly becoming the “default” name for any men’s grooming concept or store. We’re talking anyone who gets into the upscale barbershop and men’s spa business using “Grooming Lounge” as a descriptor for their biz. Just like “Q-Tips” are the go-to name for any cotton swab… nowadays it appears “Grooming Lounge” is what folks are calling our type of business.
Skeptical? Just google our name and you’ll see literally dozens of joints called “Joe’s Men’s Grooming Lounge” or “Buzzy’s: A Men’s Grooming Lounge” or ” or “The Celebrity Grooming Lounge,” or other. It appears as if our name, randomly developed in an apartment in McLean, VA, is now the Q-Tips of Men’s Grooming.
Anyway, we’re not certain if this is a good or a bad thing? We know we certainly don’t want brand confusion in the marketplace and want to be THE Grooming Lounge. Wait a minute. We are THE Grooming Lounge. We hope you accept no substitutes and for those who have “gently borrowed” our name, no offense, but you might needs some Q-Tips to clean out those ears. We’ve been askingto change up your names, but maybe you’re not hearing? C’mon… come up with your own awesome name.
Thanks for listening.
Interesting point. Although it is a bit annoying, it’s certainly something to be thankful for- the name being default. Q-tips is a great example. Here in the south, all soft-drinks are Coke. “Would you like a coke?” doesn’t necessarily mean a Coca-Cola Classic – could be a root beer, orange soda, etc. – but it’s a Coke. Why don’t we say Pepsi? I would say the reason is because Q-tips, Coke, and the Grooming Lounge have set the standard for quality, branding, and concept in their respected fields. I can go get a haircut at Joe’s, and even if they do a great job, it still won’t match up to the experience of the Grooming Lounge. Something won’t be as good. Ever tried an off brand Cola? Nothing is as good as good ole Coca Cola Classic!! Congrats