For contractors looking to diversify their company, offering additional services can open up opportunities with new and existing customers. But success isn’t always as simple as adding new services. In order to gain the most momentum, contractors may explore rebranding their company to better fit the new services. Martha Moore, owner and president of McCormick Works, Ozark, AR, is one contractor who recognized the benefits of rebranding to reflect its current services.
The company, originally called McCormick Asphalt Paving and Excavating, has offered road building services since 1990. Moore’s father and two brothers started the company, and she joined them as a roller operator. “My father had been laying asphalt for other people, running crews, acting as foreman for top jobs,” Moore says. “He and my two brothers decided they wanted to start their own business doing the work they knew how to do.”
In 2000, Moore’s father and brothers left the business, and she began to make a few changes. “I saw an opportunity to become a U.S. Small Business Administration certified Women-owned Business, and I started managing the company a different way,” she says. “We would already be on a project completing work, and it dawned on me that I was missing a lot of opportunities by focusing on one service.” Adding related services seemed to be the next logical step and now they offer roofing, septic systems, drainage, tree debris removal and all of McCormick Asphalt Paving’s original services which account for 25% of total sales.
“The mind-set had always been, ‘do one thing, and do it well.’ That doesn’t apply to the industry anymore, and you have to offer a gamut of services in order to survive the ups and downs,” she says.
Implementing the brand
As the company progressed from strictly road building to roofing, septic, drainage and other services the idea to rebrand became apparent because most of her clients weren’t aware of the services the company offered. Moore’s daughter, Carissa, nearing completion of her MBA from University of Arkansas Little Rock, decided it was time to rebrand the company. “Rebranding seemed important because we have evolved over the past two decades,” Moore says. “The first step was changing our name from McCormick Asphalt Paving and Excavating, Inc. to McCormick Works. We needed to change our name to show that we offered services outside the asphalt paving company. The tagline for the company is now, ‘For all your contracting needs — McCormick Works.’”
After determining the new name, Moore moved on to find a logo and her son-in-law provided designs. “We wanted something clean and sharp,” she says. “We wanted something that when you looked at it, it would be unique and different than what you normally see. We played with designs and designs until finally coming up with one we liked.
“We registered the logo as our trademark with the Secretary of State of Arkansas. All of our vehicles and equipment have the logo. It is also on our work shirts.”
The next steps were updating all of the company’s information from the website, to letterhead to voice mails. “We did one task at a time,” Moore says. “I still see McCormick Asphalt Paving and Excavating, Inc. out there. The automated phone system still uses the original company name —we’re forever calling to change the message. It’s been a challenge to get everyone onboard to use the new logo in place of the same one we’ve always used.”
When rebranding, it’s also important to inform your clients of the changes being made. Moore took this opportunity to inform her clients about services they maybe weren’t aware of. “We sent letters out to our clients thanking them for our relationship and reassuring them that we are only improving all the work we have done for them in the past,” Moore says. “The letter was a general introduction to guarantee that our relationship was as good as it has always been and was only going to improve. I also wanted them to be aware of the new name, logo and that the changes were going to better reflect us becoming McCormick Works.”