What’s in a name? Customer research prompts software firm’s rebrand

18th Aug

Smashed Crab Studio, which is based in Hull and Sheffield, has become Smashed Crab Software after various business dealings had given them the feeling that a lot of people did not understand what they did – purely because of their name – and therefore overlooked them.
So the company’s managing director and marketing executive used some of the slower time (due to the coronavirus pandemic) to look further into this.
The company, which celebrated its sixth birthday in May, asked a range of people of working age, across various demographics and industries, what they thought Smashed Crab Studio provided, just from the name. They got all sorts of answers, and only two were along the right lines. Here are some of the weirder responses:

Seaside artwork
Something exercise-based
Cartoon production
Some sort of wacky design
Art using broken shells

There were some more sensible guesses, albeit still wrong:

Food PR
Graphic design
Music production
Marketing agency

But by far the best was, “I don’t know what you do, but I bet it was set up by a drunk Cancerian.”
Alex Beamer, managing director of Smashed Crab Software, said: “We didn’t want to lose our personality, hence why we haven’t changed the name to something too dull and corporate-sounding. We felt Smashed Crab Software better communicates what we produce but also remains a quirky and memorable name.”
With more people working from home due to the Covid-19 restrictions, the need for the right business software has become more important than ever, says Alex.
He added: “The right piece of operational software means that everyone can input relevant and up-to-date information for other employees to see. No more updating spreadsheets or relying on others reading emails. If all the information you need is in one simple-to-use dashboard then you then you can work anywhere with an internet connection.
“The benefits of this outweigh the investment costs – cost savings from fewer details getting missed through emails, everyone being up to date with the information they need to do their job effectively, cost savings from fewer errors, happier, less stressed staff, improvements to customer service, and most importantly, the time taken to do manual tasks. This is just a few examples – the list goes on.”
Along with the new name comes a new branding look and a new website.

BusinessWorks Hull & East Yorkshire Autumn 2021

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