Why Pink Rose

The Pink Rose name is unique to the remodeling industry, And I’m often asked, Hey Joe, What’s with the name “Pink Rose Handyman?” Are you female owned or ultra feminine, or what? Funny! But not at all.

(OUR PINK ROSE MEN .. THEY CAN DO ... EVERYTHING!)

In order to explain how I came up with the name, I need to give a little history. In 1999, I established Skyline Builders LLC to purchase the Rochester rights to a franchise called Archadeck. I choose Skyline Builders because I lived on Skyline Drive in Oswego, NY. Simple as that; no real thought went into it. Then in 2009 I started testing different ways to efficiently provide professional and reliable handyman services to my customers. When my franchise agreement expired in 2010, I marketed my business as “Skyline Builders: Design & Build” for the big stuff and “Skyline Builders: Handyman Services” for the small stuff. But, the name Skyline got mixed up with another Rochester home improvement company also using it. Even some of my own customers and suppliers confused the two of us sometimes. Concurrently my handyman business exceeded all of my expectations. So I realized that I needed a different name for this division to avoid further confusion as it grew.

So that’s the history of the “need” for a new name. Now how did I come up with the Pink Rose name?  Well, in my business, I meet a lot of homeowners. And I’m amazed at how many who can’t remember the name of the person or company that did work on their home. So one criteria was that it had to be memorable. The next thing I noticed was that I had a hard time keeping apart all the existing handyman companies; both national and local. For example there’s Mr. Handyman, Handyman Connection, Handyman Matters, Village Handyman, Home Town Handyman, etc. Likewise, the names of most remodeling companies are either the owners’ last name or an industry adjective; like Quality Home Improvement, Affordable Remodeling, Berardi Homes, etc. So my second criteria was the name had to be different from the norm, sort of like how Apple and Google stick out in the tech industry. The last criteria I wanted was a name that was female friendly. Because, and please no offence to all my male customers, but let’s face it - men can live in a cave! In my experience women influence most decisions to fix up their homes and typically men just want to please their spouses. Happy wife, happy life – Right?

So that was my criteria: 1) memorable, 2) different, and 3) female friendly. When I was thinking about this, I recalled a waste disposal company in Rochester that seemed to grab market share almost overnight. They incorporated the word lilac in their name and used lavender flyers, trucks and canisters. Copying is the best form of flattery, so I thought, hm, how about incorporating a flower in my company’s new name? For sure that would meet my three criteria. A rose seemed perfect (I mean, does Lilly or Daisy Handyman sound good to you). I had some logos made and then I sat on the idea. I just didn’t have the nerve to pull the trigger. I chickened out. Then in 2011 I hired a nationally renowned business consultant, Roy Williams. He affirmed the need for a different name. So I shared with him some of the logos I had developed for Rose Handyman. To his credit, he saw real promise and encouraged me to continue pursuing this concept, but added one more element; the need for a color in the name. You see people can more easily visualize, in their minds eye, a colored rose, hence meeting my criteria of a memorable name. So I Googled rose colors: red means love and romance, and yellow represents friendship. But a pink rose means something between red and yellow; it’s more that friendship but less that romance. A pink rose actually signifies thanks, gratitude and loyalty. And that matches ‘exactly’ the values that I want for my company. We want to be known as your loyal handyman company, always there for you, dependable and gracious for trusting us in your home.

So, I worked on a logo for a pink rose and in the fall of 2011, I filed a DBA under Skyline Builders, LLC and Pink Rose Handyman was born!

And that, my friends, is how I came up with the name Pink Rose Handyman.

Joe Berardi,

President, Skyline Builders, LLC