What’s in a name?

“What’s in a name?”, Juliet asks in Act II Scene 2 of William Shakespeare’s tragedy Romeo and Juliet. This quote led me to start thinking that in business it’s an interesting marketing concept, when building an overarching brand, we try to create a persona that clearly defines what we do and how we would like to be perceived.

I appreciate that a company name can be derived or created for a variety of reasons, but for me developing the name Sanstec came from a clear message that I wanted to convey to my clients, prospective customers and suppliers alike. You don’t have to be a scholar to work out that the first part of the name simply originates from my surname Sanderson. The second part, the ‘tec’, is the most important characteristic that I wanted to symbolise, to state at the very top level that the company ethos is to be involved with all things technical. So in my case I purposefully used the Sanstec name as an umbrella for all the numerous and varied, creative and technical engineering activities the business is involved with and is interested by.

I am pleased to say that I have been using this name for the last 20 year enabling me through this period to essentially create several sub brands along the way. Sanstec Design, the most established and consistent aspect of this journey is the platform where we market and sell our mechanical, engineering and design and development capabilities, implementing the various aspects of CAD/CAE for the provision of these services.

Unlike Romeo, it is with some relief that I don’t think I’ll be needing to change our company name any time soon.