YES
Philip Serrell, owner of Philip Serrell Auctioneers & Valuers
“If you run your own firm, why wouldn’t you put your name above the door? Of course there are exceptions, such as if you’re taking over an established brand like Asprey, for example. Otherwise I firmly believe it makes sense to put your name on the business you own.
“This company was set up in 1791 and traded in livestock, farm supplies and antiques from some of the country houses that it sold. I first worked here in 1976 as a trainee, selling farm equipment, when it was called JG Lear (incorporating Bentley Hobbs and Mitton).
“In 1985 the firm was sold to Hamptons estate agents and I became a partner in 1986. In 1995 I bought the business back and renamed it, a decision that has worked for me.
“I wanted to personalise the name of this firm, first of all, because the buck stops here with me. If it is your name over the door, you can’t hide. “Secondly, building this auction house brand around my name is a key part of our marketing strategy. “I am very passionate about this company as it has provided me with a living and a lifestyle.”
NO
Evan McPherson, joint owner of East Bristol Auctions in Bristol
“We chose the name based on the geographical location of the business to firmly ground the business within the local community.
“From the outset that community was part of our strategy to establish the company as a leading south-west auction house. Support from our local customers helped put East Bristol Auctions on the map.
“We still feel that it is vital to recognise the importance of our local customers, our heritage and roots. As we continue to grow our business we fully intend to keep our feet firmly on the ground in Bristol.
“A different style of business name would not reflect who we are, and the many people, customers and staff alike, who come together to create East Bristol Auctions.”
