Last week I posted some logos of various funeral homes to kickstart a discussion of what your logo says about your business.

Today, we’ll start with:

What does this logo and the name say to you?

I asked several (okay, two) consumers who were not familiar with this funeral home group to tell me what they thought about the name.

The first thought it was  a law firm.  The second said the name sounded like a high-end furniture store.

After showing them the logo, I got positive responses from both. 

The name helps convey a sense of exclusivity or high-end quality.  Consider brands with similar names: 

Sherwin-Williams (Paint Store)
Williams-Sonoma (Cooking Supplies)
Hammacher Schlemmer (Gifts, Gadgets and Toys)
Benjamin Moore (Paint)
Mercedes-Benz (you should already know this one!)

So if Baldwin-Fairchild has carefully considered its name and logo, they’ll be a higher-end funeral home…

Answer after the jump…

YES!  Baldwin-Fairchild is the higher-end funeral home in Central Florida.  Their eleven locations feature one of the highest pricelists in their market.  They’re seen by the community as the premier funeral home in their community.

Also, by maintaining the same name and logo for each of their locations, they have effectively created eleven different billboards around the greater Orlando area.  Someone driving to the mall in south Orlando will see up to three funeral homes on their way.  One funeral director reports that he routinely takes after hours calls from families who want to use Baldwin-Fairchild, even though they don’t know where the closest one is located.

Baldwin-Fairchild also does precious little yellow page advertising.  They focus advertising dollars on billboards, community event sponsorship and obituary page advertising (each obit features an additional paid copy of their logo).

But, ask people in town to name a funeral home and 80% will name Baldwin-Fairchild.