From the Klassen Remodeling & Design office at 12424 W.
Lancaster Ave., Butler, to its name, all is intended to
reflect the company’s approach to providing dignified,
quality products and service.
new name — Klassen Remodeling & Design.
process of changing the business’s name took three
months and it was unveiled May 1.
name didn’t have a heck of a lot of traction. It wasn’t
like renaming Coke or some major corporation; we really
weren’t that well known,” Klassen said. “Regardless, it
took a lot of effort to do; it was a hefty process.”
Klassen didn’t want to incorporate his name into the
business name at first, he was persuaded to do so by
some people he sought advice from because they said it
gave the name a more personal connotation and that it
would have “more impact in this environment than
fact, when the business was still named Wallner
Builders, Klassen said someone he worked with regularly
kept calling him “Mr. Wallner.” So although the clients
knew what Wallner Builders did and what values they
represented, Klassen said, the general public did not.
was evident when he participated in a builders expo.
After the event Klassen learned that people walked past
Wallner Builders’ booth because they wanted a remodeler
and assumed the company only did new construction.
wanted a name that depicts what we did. That was job
one. And then we looked for a name that somehow
communicated who we were trying to be and who we are,”
Klassen Remodeling & Design focuses on quality — in its
communications, sale process and in its products and
were constantly looking for ways to reinforce that and
strengthen that. The name would ideally have
communicated that,” Klassen said.
the end, the renaming took about three months and cost
almost five figures, but for a larger company it would
have been much more expensive, Klassen said. Much of the
cost was associated with changing the website and
upgrading it to be more professional in appearance and
easy to navigate.
Klassen said “the jury is still out” on whether the name
change will benefit Klassen Remodeling & Design, but he
advises people who are thinking about altering their
company’s name to do it sooner rather than later.
“Don’t wait too long. If you are getting signals from
the marketplace, just do it,” he said.
Name-changing process not yet over
While a lot of work has been completed, Klassen said
there is more to be done with the name change.
“Through the process, we had to complete about a
half-dozen new credit applications under the new name.
We threw out boxes of envelopes and three virtually new
boxes of business cards. Luckily, we print our own
letterhead, so we were spared that expense (and
disposal). Some things were very easy, others became a
tangled mess of delays and uncertainty,” he said.
advises business owners to calculate the planned cost of
rebranding and then add 20 percent and also estimate the
hours that will be spent taking care of the name change
and rebranding, then ask, “Is it worth it?”
“That isn’t meant to dissuade anyone; it’s meant as a
reality check. In our case, we knew going in that it was
going to take a lot to make it all happen, but we felt
the end result was worth the investment. Only time will
tell for sure. It’s worked well for much larger
organizations, and we see examples of a company
rebranding almost every week. As long as our initial
assumptions were correct, we should be in good shape,”