When Another Business Puts Your Good Name at Risk

Guild member GL Property Maintenance Ltd recently faced an extremely difficult situation through no fault of its own. News reports covered a fly-tipping incident in Hampshire which involved another company with a similar name. Members of the public then mistakenly connected the family-run Cheltenham business with the company involved.

GL Property Maintenance Ltd had no association whatsoever with the incident. Despite this fact the business and family members working within it were subjected to abuse and unwanted attention.

The experience shows how quickly mistaken identity can threaten a reputation that has taken years to build. It also highlights why every business should take practical steps to protect its name.

Protect the Reputation You Have Built

In some cases confusion between business names may be accidental. However there are also unscrupulous operators who may attempt to benefit from the reputation of an established company.

They might use a similar trading name or copy elements of another business’s branding. They may create online listings that could lead customers to believe the two companies are connected. Photographs and written content can also be copied to make a new or unknown business appear more established.

This can be particularly damaging for tradespeople who have spent many years building trust in their local area. Customers may contact the wrong company or leave reviews on the wrong profile. Poor workmanship or unacceptable behaviour by another operator could then become associated with an innocent business.

Members should regularly search their business name online. Check search engines and social media platforms as well as trade directories. Look for similar names or copied logos. Check whether anyone is using your photographs or text without permission.

Respond Quickly and Professionally

When incorrect information begins circulating online a prompt response can prevent confusion from spreading. Any public statement should be short and factual. It should clearly confirm that the business has no connection with the company or incident concerned.

Avoid becoming involved in arguments or repeating unverified allegations. The purpose of the statement is to correct the misunderstanding and reassure customers.

GL Property Maintenance Ltd handled its response professionally by addressing the confusion directly. The company asked people to verify the facts and thanked customers and supporters for their continued trust.

Evidence of false reviews and abusive messages should be saved. Misleading posts should also be recorded. False content can then be reported to the relevant platform. If messages include threats or persistent harassment then professional advice should be sought.

Make Your Business Easy to Verify

Members should use the same business name and logo across every platform. Their location and company description should also remain consistent.

All directory listings should be checked regularly. This includes Google Business Profile and the member’s Guild profile page on Find a Craftsman. Contact details and service information should be accurate and up to date. Guild membership details and membership numbers should also be displayed correctly.

Turning a Difficult Situation into Positive Action

What brought the ordeal to a close says a great deal about the character of GL Property Maintenance Ltd.

The team took a day away from its own work and travelled from Cheltenham to Hampshire to help clear the waste. While there they met the CEO of the company whose site had been subjected to the fly-tipping. They then worked alongside the company’s team to support the clean-up.

Rather than simply defending its name from a distance GL Property Maintenance Ltd chose to help those who had also been affected. It was an outstanding response to an unfair and upsetting situation.

The Guild of Master Craftsmen commends GL Property Maintenance Ltd for acting with clarity and professionalism throughout. Their actions provide an excellent example of the responsibility and community spirit that Guild membership represents.