I'd like a strong brand that gives an impression of strength and size (working in both Australia and New Zealand), projecting confidence in what is typically a masculine and traditional market space (construction and engineering) - so it needs to cater to that, but the business goal is to disrupt the current status-quo of construction project delivery methods, so new and inovative ideas that project a new way of working in this space is important too. So strong, big, international, serious - but new and not boring.
The company name is currently MAED Pty Ltd - and we are changing to GUILDING to fix/create a better brand.
Our customers will come to know GUILDING for our commitment to what we undertake, our exceptional quality of service and our reliability. I.e. we commit to delivering an exceptional quality service, first time, and can be relied on when approached for help. This will generate ongoing repeat business.
The name GUILDING comes from Guild which is a collective of people that strengthen each other and each other's occupation. We strengthen the individual by helping them move from project to project in what is an increasingly casual/project hire employment market by connecting them with our large network of clients/employers. We also strengthen our client's projects and project teams when we get involved. Guilding is also a play on the word Building owing to the construction industry.
As the current company name is Maed Pty Ltd (Guilding is a trading name owned by Maed, and a pending trademark) it is likely that our documentation will have "Guilding (Maed Pty Ltd Trading As)" on it until such time that we actually change the company name from MAED to GUILDING. (Reference info only).
UPDATE: To provide more background on the word Guilding:
"Guild" comes from the ancient word which means a collective of people that strengthen each other in their occupation, and work together to achieve a common goal etc.
For me, it is about my desire to strengthen the individual employees out there that often find themselves doing casual or project-hire work (the market is moving that way). We strengthen their career prospects by helping them move from project to project, by making our network of companies/clients/employers available to them.
Guild also means we strengthen our clients' project teams by providing expert people to them to help their project.
Adding 'ing' to the end of Guild makes it a word with movement, also which suggests change (we are changing the working environment and the way we work in the industry), and 'ing' also suggests progression and continuous improvement for our clients. Adding 'ing' also relates Guild to Building which is the general industry.