On Feb. 12, the NAHB Research Center announced its new name: Home Innovation Research Labs. You may wonder why a company with a nearly 50-year history would make a move like this. The answer is to enhance the value its brand and certification mark provide clients in the increasingly competitive residential marketplace.

Nothing in this name change alters the company’s relationship with the NAHB as its independent subsidiary; its access to industry segments as a result of that relationship; or its unique research, testing, and third-party certification expertise. However, the new name will help provide building industry clients—such as product manufacturers, trade associations, home builders, remodelers, developers, and architects—with more brand equity and understanding with consumers.

Over the past couple of years, Home Innovation Research Labs staff worked with a leading marketing communications company in the housing industry and a leading brand consulting firm. In an exhaustive research process conducted by these third-party consultants, the company’s value proposition, name, and certification mark were tested with consumers, builders, and product manufacturers. With its long history steeped in research, the NAHB Research Center was accustomed to listening to data—and in regard to its name change, the data spoke loudly. Ninety-one percent of consumers surveyed said the new name would impact their purchase decision favorably compared with the existing name, and 59 percent of builders surveyed said the new name was better than the existing name in conveying the meaning of the company’s certification seal and services. Interestingly, the builder group surveyed was made up of almost an equal amount of both NAHB members and non-NAHB members, and support for the name change was equally positive with both groups. The first phase of this brand overhaul included refurbishing its online presence to better describe and position its capabilities and its clients’ products, all aimed at enhancing its marketing value to clients and business partners.

To make the name change transition as smooth and worry-free as possible for clients and business partners, Home Innovation has rolled out a phased timeline for implementation of its new marks.

Feb. 12: Name change officially goes into effect; manufacturers able to initiate use of new logo/mark on products, websites, and in other marketing materials.

April 1: All manufacturers must begin using the Home Innovation Research Labs mark in some way; co-branding will be allowed/encouraged to alleviate any potential confusion among code inspectors.

Oct. 1: All manufacturers are required to complete transition from old to new certification marks.

For more information, visit www.HomeInnovation.com.