The NAHB Research Center announced that it has changed its name to Home Innovation Research Labs to enhance the value its brand and certification mark provides clients in the increasingly competitive residential marketplace.
Nothing in this name change alters the company’s relationship with the National Association of Home Builders (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 last couple of years, Home Innovation 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 (91 percent) of consumers surveyed said the new name (Home Innovation Research Labs) would impact their purchase decision favorably compared to 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 about half NAHB members and half non-NAHB members, and support for the name change was equally positive with both groups. Ultimately, it was determined that a new name and accompanying marks would be the best strategy. As a first phase of this brand overhaul, the company recently refurbished its online presence (HomeInnovation.com) to better describe and position its capabilities and its clients’ products, all aimed at enhancing its marketing value to clients and business partners.
In order to make the name change transition as smooth and worry-free as possible for clients and business partners, Home Innovation Research Labs has rolled out a phased timeline for implementation of its new marks. The dates below indicate when everyone should begin seeing the new Home Innovation certification marks in use on products, green homes/buildings/land developments, and with builders, remodelers, developers, and architects participating in the company’s certification programs.
Feb. 12
• Official NAHB Research Center name change to Home Innovation Research Labs goes into effect on corporate website and all documents and communications originating from the company.
• Manufacturers able to initiate use of new logo and mark on products, websites, and in other marketing materials.
• New certification marks include: Home Innovation Lab Tested, Home Innovation Lab Certified, Home Innovation NGBS Green Registered, Home Innovation NGBS Green Certified, and Home Innovation Quality Certified.
April 1
• All manufacturers must begin using Home Innovation Research Labs mark in some way; co-branding will be allowed and encouraged to alleviate any potential confusion among code inspectors.
October 1
• All manufacturers required to complete transition from old to new certification marks.
For more information on Home Innovation Research Labs or the recent name change, visit HomeInnovation.com.
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