Listen, Up Armor Roofing is a weird name. It’s hard to say. It’s confusing. This post doesn’t have the right keywords or all of the right backlinks. Let me explain why we don’t care:
Trust me, I’ve had many people tell me why Up Armor is the wrong name for a successful business. Maybe they are right. Here’s why I don’t care. I’m not obsessed with being successful. I am however obsessed with doing meaningful work.
It is hard to say. “Good morning, this is Up Armor Roofing, how can we help you?” doesn’t exactly roll off the tongue.
It is easy to say it wrong. We don’t care
It is easy to be misunderstood. We don’t care
The Marketing Professionals say it is wrong. We don’t care.
Some customers try to correct us. “You Meant Armor Up Roofing, Right?” We don’t care.
“You’re just trying to rip off Under Armour.” False. Also, We don’t care.
We don’t care because Up Armor is a direct reference to our service in the US Army. I served as a combat engineer in Afghanistan. Our job was to find IEDs. IEDs are roadside bombs built to kill. In my unit, we had training vehicles with canvas doors and then we had armored vehicles that were meant to take into the Middle East. We called these Up Armored vehicles. Armor was the difference between life and death. Simply put, “Up Armor Roofing” is just another way to celebrate another day on this side of the grass and the armor to get us there. This is meaningful to me.
Believe it or not, I miss the brotherhood and finding IEDs with my crew and so my business is a tribute to my brothers. It’s a tribute to the men we’ve lost along the way and I don’t care that the naysayers say it is a bad name.
Sure I could do a better job marketing “Up Armor Roofing.” I have my MBA and I know this is true. We don’t care.
We Don’t Care.
