Start-Up: Fortify Electric- Framework


Before we dig into the branding of any business, you need to have a plan–a roadmap directing you towards your future business goals. To find the purpose of the business, there are a few questions that need to be asked. What service or product are you providing? How will you provide that service or product? Who do you provide your service or product to? Why are you starting your business? Answering these questions will provide you with a “big picture” look at your future organisation and will help expedite some of the later processes of branding. 

For this Start Up chapter, we will be walking through the development of an electrical company in San Francisco, CA. By the end, we will have a full brand identity that is ready to make its mark on the world. 

What is Provided?

This new electrical company will be providing commercial electrical services in the Bay Area. It will be looking to expand in the future to servicing all of California and eventually nationwide. The main focus is commercial electric work for new construction, remodels or renovations, and repairs to electrical systems within businesses.

How Will It Be Provided?

The electrical services will be provided on-site, most likely as a sub-contractor. Services will be found through a website, word of mouth, and through the company submitting bids for large projects. Other services may be provided as a direct hire from a small or medium sized business needing repairs or renovations to their current location. 

Who Is It Provided To?

This was kind of answered in the previous section, but it is important to clearly identify who the services will most likely be offered to. This will give a clear direction to our target market when we start developing a business plan. The services of this electrical company will be provided to a market including the following:

  • Developers 
  • General Contractors
  • Small Businesses
  • Medium Businesses
  • Large Corporations
  • Other Electrical Contractors

Define The Why?

There is a shortage of good electricians in the Bay Area that are reliable.

Name The Business

To name this start-up there are a few steps that will help draw some inspiration, and hopefully the development of an unforgettable name for the business. It’s important to understand the goals of the business before diving into naming the business. For example, this business is looking to expand nationwide in the future. Though right now it makes sense to name it “Golden Gate Electric,” or something similar right now, it may not make the most sense when the company decides to expand into other regions and states. Another thing to consider is using a name. Your last name or first name may be a great option when naming the business, especially if you plan on being the face of the company for the foreseeable future. For the sake of this project I won’t use a name.

The first step I usually take is developing a word map. I start with what the company does in the center, and think of 3-4 different words or attributes that could be used to describe the businesses goals, vision or services. I then keep building off of each word, not worrying about if it makes sense in the moment or not. 

Word map project for Fortify Electric

I then start putting the words and phrases together in possible business names until there are a few that I like. I do a little research to make sure I’m not stealing anybody's business name, there are viable domain and social media handles, and pick the one I like best. 

For this project I felt that Fortify Electrical Services was the best option. 

In the next section, I’ll start the process of branding the business. There are several steps between the framework stage and the branding stage, like registering the business and opening a business bank account, but for the purpose of this blog, I only covered the pieces that were important for branding. For questions on those pieces of the start-up process, is a great resource for answering some of those questions.