Should You Rebrand with a DBA or Stick with Your Current Name?
As your business evolves, so do its branding needs. This is a common challenge that many entrepreneurs face, especially when their initial business name no longer aligns with their target market. A recent dilemma has emerged regarding whether to adopt a “Doing Business As” (DBA) name or maintain the existing name that has served you so far.
When you initially established your business, the focus was clearly on sales. The name reflected this intention by incorporating the term “sales,” albeit in Spanish. However, as your business has grown, you’ve found that the clientele you’re attracting spans various industries beyond sales. Many of your clients are interested primarily in administrative support rather than sales teams, which can create confusion and misalignment in branding.
As you continue to operate within the Business Process Outsourcing (BPO) sector, it’s essential to resonate with a broader audience who may simply require assistance without the sales connotation. This leads to an important consideration: should you create a DBA to reflect a more general and inclusive business model?
For instance, a name like “VirtualPro” could serve as a versatile brand, appealing to a wider clientele. While I’m not suggesting this specific title, it illustrates the point that a more generic name could help in positioning your business more effectively in the market.
Your current strategy centers around personal connections and referrals, which have been productive in acquiring clients. This raises another crucial question: is a DBA worth pursuing now, or would it be more prudent to wait until you expand into automated marketing methods?
In assessing this scenario, it may ultimately depend on your business growth goals. If you anticipate scaling further and branching into automated marketing, establishing a DBA could lay the groundwork for that expansion now. A name that better reflects your services and targets your desired audience could enhance your marketing efforts in the long run.
Conclusion
Rebranding your business with a DBA may be a strategic move, especially if your goal is to reach a more diverse clientele. Take time to consider how your business vision aligns with your branding. Ultimately, the decision to adopt a DBA now or later should be guided by your business objectives and marketing strategies. It’s worth investing in a brand that accurately represents your offerings and appeals to your target market, even if it means navigating some initial changes.
