Daron Pacheco discusses whether to rebrand an established cosmetology school. The main concern: changing the name risks losing founder Ellen Allen's reputation and confusing existing customers who know the current brand.
How important would you say branding is to a business?
Uh, I think it's super important, especially to build your brand from the beginning. Um, you wanna get your name out there. People, there's been so many times I've actually wanted to change the name of the school and I've thought in the back of my head so many times, like, I don't want a name with this and that.
Away from Ellen Allen. Okay.
Yes. Completely separate it because in my head I'm like, um, these other big cosmetology schools, they are usually like someone's— the investor's first name, last name, you know, whatever it may be. Um, but it's a name that can be expanded and, um, created, you know, in all these different states. Um, L&L Beauty Institute's so long, and I'm like, you know, I don't know if L— like, if, you know, that wants to be put in every state, or, you know, um, if we expand to Dallas and so forth. And so it's kind of been in the back of my head, like, you You know, what if I change the name? But I've built my brand off of that name for so long and that's what everybody knows this by. I don't think it would be a successful or a smart move to change the name. Um, because I don't want someone to think, oh, another owner came in, she sold the business. Is this, am I still getting the same education? Um, and so forth. And so I feel like if you don't build your branding, then people never really know your name, especially right off the bat. Um, and that's a big thing.
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