How a New Name Changed One Man's Process Serving Business

• June 15, 2014
• by Kimberly Faber
• Business Tips
• Marketing

In a profession that includes more than its fair share of small business owners, the one or two man shop operating out of a home is certainly not unheard of. According to applications from ServeNow members, about 35% of process serving firms are owned and operated by a single individual. In fact, 75% of process serving companies have less than five total employees. Amidst these small firms are hard-working small business owners, often with tight budgets, who are working to brand, market, and grow their companies while still serving papers, filing with courts, and keeping up with client expectations.

With an ever-growing list of to do’s, a potential name change might seem low on the list of priorities. However, as the key element for establishing a brand, company name is one of the most important elements of any marketing and business plan. A good name connects with target clients, effectively communicates the services offered, and is eye-catching or memorable; but finding the right name for a process serving business is not easy. Few will strike gold on the first try. For Kyle Leslie of Kilted Courier & Legal Service, formerly Leslie Services, a late night spent redesigning logos led to the name change that would drastically boost his business.

[Leslie Services] was a hard name to market. It told nothing about what I did, and I got called Leslie all the time. I found that people who inquired did not know what I did. They didn’t know what a process server was.

Kyle Leslie, owner of Kilted Courier & Legal Service

In early 2012, Kyle Leslie, a long-time resident of Washington State, founded Leslie Services. He hoped to find success as a small business owner and one day bring his wife home from her management job to raise their two sons full time. Turned onto the profession by an acquaintance, the cook, merchandiser, and security officer picked up process serving as a way to make some extra money. “At the time,” he said, “I didn't have the nerve to leave the mainstream workplace and do it on my own.” Starting a business can be challenging under any circumstances, but ultimately, Kyle made the jump. He registered as a process server, filed for his business license, and with a laptop and a small printer in the corner of his rental house—a setup he quickly realized was not strong enough to do the job—Leslie Services was born.

As is true for many process servers, it was a challenging, and, at times, rocky start. Leslie Services initially served exclusively in Grant County, a county with a population of just over 89,000. As a new business owner, Kyle had to face market saturation, reservations, and doubts from friends and family, and the typical daily obstacles process servers face. The company quickly added Adams, Benton, and Franklin counties to expand market reach. With a new business in an already saturated market, Kyle said that he struggled to make it in the industry.

“[Leslie Services] was a hard name to market. It told nothing about what I did, and I got called Leslie all the time.” After explaining what he offered as services over and over again, Kyle realized that his business needed a name that more effectively represented the services his company offered. “I needed something more defined, more specific. I wanted something other than my name, that would not only tell people what I did, but grab attention too . . . something that would be remembered.”

With the need for a new name looming, Kyle continued business as usual, until one late night of designing logos led to a breakthrough that would forever change his business.

I was working on making a logo for Leslie Services one night. It was really late, like 2 or 3 in the morning, and one of the sketches I did looked like a K, C and L; one on top of the other, and I chuckled about how it was my initials and how much easier it would be to come up with a logo for a more memorable name. So I played around with the initials. I did not want to name the company after myself again, and the only thing I could come up with for the K and C was Kilted Courier. I didn't want to lose my identity as a server so I included Legal Service. KCL: Kilted Courier & Legal Service. As soon as I said it out loud, I knew. I knew that this was what was going to put me on the map as a company in this industry. I woke my wife up and told her. She said she liked it but was not sure. We talked about it for the next couple of days and decided that it was the right thing to do for the future of the company.

The name change did not come without apprehension. Kyle was concerned about how his clients would react to the brand. His family and friends worried for his safety and the effect it would have on his professionalism. “I have always wanted to have a reason to wear a kilt, and if my company was branded with one . . . well . . . I would also have to wear one,” he said. From a marketing perspective, branding his company with a kilt made perfect sense. “No one else was doing it. A kilt would make me stand out big time.” Kyle’s wife was the most hesitant, though her concerns were mostly in her husband actually wearing the kilt itself and whether his clients would take him seriously. His own concerns included safety, especially when serving in the country where snakes, ticks, and dogs are prevalent. But Kyle took the risk, and, after donning his first kilt, Leslie Services became Kilted Courier & Legal Service.

Kyle began announcing the name change just a few months ago, but he’s already seen a significant change in business.

As soon as people could identify my business name with their needs, new client inquiries and intakes increased suddenly. It was like an OPEN sign turned on.

Though the kilt made the business memorable, one of the most important changes to Kyle’s business name was the addition of “Courier & Legal”. “I didn’t want to exclude myself from regular delivery service,” he said. “It just did not make good business sense to me.” This solved many of the issues with his previous brand by giving his business context. Potential clients knew exactly what his company did, and as a process server, he was able to better target potential clients looking specifically for legal services. And according to Kyle, transitioning from simply “Services” to “Courier and Legal Service” brought a sharp increase in leads, rather quickly.

“As soon as people could identify my business name with their needs, new client inquiries and intakes increased suddenly. It was like an OPEN sign turned on,” he said. With the increase in leads, Kyle was able to build on his existing client base. The name change was well accepted among existing clients, who Kyle describe as loyal due to his ability to provide excellent service at a reasonable rate. But as the expansion of the name brought a boost in leads, the kilt had an effect on his daily interactions with clients, people he serves, and passersby, granting him a bit of infamy in the process.

“I had a defendant who was avoiding me for weeks come out just to check my kilt out, took his papers and everything, no problem. He said, ‘Dude, I don’t even care what you got for me, you’re in a kilt, and that’s awesome.’” Kyle said that people, in general, have been much less guarded and more friendly. “It’s a massive icebreaker,” he said. “People just want to see the guy in the kilt.”

Inspiring a sort of friendliness, the kilt has saved him time to make what would be repeated attempts to no avail. “I had the neighbor of a defendant save me quite a few trips by hanging out the window of his home and telling me the tenants abandoned the home.” Before ducking back into the house, the neighbor asked if Kyle was wearing a kilt, responding afterward that it was awesome.

I had a defendant who was avoiding me for weeks come out just to check my kilt out, took his papers and everything, no problem. He said, ‘Dude, I don’t even care what you got for me, you’re in a kilt, and that’s awesome.

From defendants and neighbors, the kilt has even been a selling point with potential clients. One client who recently inquired if Kyle would be wearing the kilt granted him the job and immediately asked when he could come collect the documents.

With the kilt, the name change, and the positive reactions, Kyle has been inspired. “People are recognizing me and it’s been awesome for business, not to mention morale.” Now, people are calling just to get “The Kilted Courier” to serve their papers and file at the courthouse. Kyle has even been stopped while out and about town and asked if he is “The Kilted Courier”. The rebrand has really helped him stand out from the competition.

“I have struggled to make it in this industry, yet it has been very rewarding,” Kyle said. “I have been able to bring my wife home from her job of managing a local retail store. She is now able to watch our boys grow.” Kyle also said that in owning his own business he is able to play sports with his children and be a more active father. “As terrifying as it is to own and run my very own business, there are loads of rewards and benefits.”

Kilted Courier & Legal Service now offers services across Central and Eastern Washington.

Complete Interview with Kyle Leslie, Owner of Kilted Courier & Legal Service

In the below interview, Kyle Leslie shares how he got into the profession, what led him to the name change, and the positive changes that have come from his rebranding.

How long have you been serving papers?

I have been serving papers for just over 2 years.

How did you get into process serving?

A couple of years ago I started paintballing with a guy who served as a way to make extra money. He suggested I look into it, and that it might be something I would be good at. Plus I would get to work for myself. At the time I didn't have the nerve to leave the mainstream workplace and do it on my own. So I worked as a cook, a merchandiser for a beverage distributor, and lastly, as a Security Officer, which is what I was doing before I started Leslie Services. The day I decided to work for myself, I went down and Registered as a Process Server and filed for my Business License.

Can you give us some background information about Leslie Services?

I started in early 2012, in the corner of my rented house with a laptop and a little printer—way too small to handle the job. I started out only covering Grant County, but quickly expanded to include Adams, Benton, and Franklin counties. I now cover all of Central and Eastern Washington. The growth has been slow and steady enough that I have been able to maintain as the only server for my company, however, someday I would like to expand with employees to be able to serve throughout the US.

It was a hard name to market. It told nothing about what I did . . . I needed something more defined, more specific. I wanted something other than my name, that would not only tell people what I did, but grab attention too . . . something that would be remembered.

What made you decide to drop the name "Leslie Services"?

It was a hard name to market. It told nothing about what I did, and I got called Leslie all the time. I found that people who inquired, did not know what I did, they didn’t really know what a process server was. I had to tell people what I do over and over. I needed something more defined, more specific. I wanted something other than my name, that would not only tell people what I did, but grab attention too . . . something that would be remembered.

Tell us about how you came to the decision to change your business to "Kilted Courier & Legal Service"?

I was working on making a logo for Leslie Services one night. It was really late, like 2 or 3 in the morning, and one of the sketches I did look like a K, C and L; one on top of the other, and chuckled about how it was my initials and how much easier it would be to come up with a logo for a more memorable name. So I played around with the initials. I did not want to name the company after myself again and the only thing I could come up with for the K and C was Kilted Courier. I didn't want to lose my identity as a server so I included Legal Service. KCL, Kilted Courier & Legal Service. As soon as I said it out loud I knew. I knew that this was what was going to put me on the map as a company in this industry. I woke my wife up and told her. She said she liked it but was not sure. We talked about it for the next couple of days and decided that it was the right thing to do for the future of the company.

You also expanded your name to include "Courier & Legal Service" rather than just "Service". Tell us a little more about that decision.

I didn't want to exclude myself from regular delivery service. It just did not make good business sense to me. The “Courier” covers pretty much all aspects of delivery. I also perform Legal Service.

What was your main motivation for branding your business with the kilted element?

I’m not really sure what my main motivation was. It made perfect sense for me. No one else was doing it. A kilt would make me stand out big time. I could wear a kilt! And I was going to get to encourage others to wear a kilt too.

Which came first: the kilt or the name change?

I have to admit that the name came first. I have always wanted to have a reason to wear a kilt, and if my company was branded with one . . . well . . . I would also HAVE to wear one.

You've said your ancestors came over from Scotland during the Civil War. Tell us a little more about your heritage and your connection to Scotland.

I contacted my uncle who is “the keeper of the family history . . . mister know it all. It was during the Revolutionary War. A male ancestor by the last name of Goldstone had moved to The States from Scotland. That was all he was able to tell me. I don't know much more about my family or our history.

You also mentioned that some friends and family members have voiced some concerns. What are some of their concerns, what is your response to those, and have any of those fears manifested in any scenarios thus far?

As of yet, I have only heard one small child ask if I was in a skirt. To which my 11-year-old son said, “No its a Kilt. It’s manly!” and a lady who was walking by said, “Nice skirt . . . I mean Kilt . . . so sorry.” My wife was the most hesitant, not so much of the name change, as of the actual kilt. She was worried about the appearance of the kilt—not something you see in these areas. She was worried that clients would not take me seriously. However, after seeing the kilt and adjusting out of the “it’s a skirt” mentality, she is very supportive.

Do you have any concerns about wearing the kilt while serving?

The wind . . . need I say more. No, but really, the wind. And dogs, ticks, and snakes. I serve a lot in the country. I haven't gotten cold yet. It's just like shorts, only more roomy and airy. The kilt I wear is called a “hybrid” from TACTIKILT. It's actually very suiting for the obstacles one faces as a server. It’s comfortable and forgiving as I move in and out of the car, I am able to maneuver quickly as needed, and it’s sleek and professional for client meetings.

What kind of questions do you usually get from people who find out you serve while wearing a kilt?

“What are you wearing under there?” and “Do you wear my kilt all the time?”, after that its the same old same old, “Do you like it?” and “Where can I get one?”

What has been the response from your peers?

The first one is usually after they see the new name. “So are you actually going to serve in a kilt?” My response is, “Yes, I do serve in a kilt.” which leads to “No way, that's awesome! How cool! You’re brave.” Then I get advice from fellow kilt wearers: “Stay away from street vents...Mind the wind.” Things like that. But everyone has been really supportive and encouraging. Some have even said they wish that they would have been brave enough to do it.

I had a defendant who was avoiding me for weeks come out just to check my kilt out, took his papers and everything, no problem. He said, “Dude I don't even care what you got for me, you're in a kilt, and that's awesome.”

What are some of the reactions you've received from the people you have served with papers?

Curiosity. I had a defendant who was avoiding me for weeks come out just to check my kilt out, took his papers and everything, no problem. He said, “Dude I don't even care what you got for me, you're in a kilt, and that's awesome.” They all seem to like it. I had the neighbor of a defendant save me quite a few trips by hanging out the window of his home and telling me the tenants abandoned the home, and added an additional, “Is that a Kilt? That's so awesome!” before ducking back into his home. No one has been rude about it.

Have you found the kilt to be an icebreaker for you while you are out serving? Has there been a shift in the demeanor of the people you have served since wearing the kilt?

It’s a massive icebreaker. It is very rare, since the change, to have someone who is obviously home, not open the door. People just want to see the guy in the kilt, so they open the door. People have been way less guarded and more friendly.

How has this changed your marketing and branding?

It has boomed my marketing. People are calling just to get “The Kilted Courier” to serve their papers or do their filing at the courthouse. I have been stopped while out and about in town, to be asked if I was “The Kilted Courier”. People are recognizing me and its been awesome for business. Not to mention morale.

What has been the response from clients?

This was one of my areas of concerns. On an inquiry call of one of my most recent clients, she asked if I would be in a Kilt, when she heard my response, it was a done deal, she said she wanted to see it and asked when I could come collect the documents.

As soon as people could identify my business name with their needs, new client inquiries and intakes increased suddenly. It was like an OPEN sign turned on.

Have you noticed any changes in the amount of business since changing the name?

Business from already existing clients has maintained, the name change was well accepted but it didn't matter, I already provided excellent service at a rate that was beneficial for both parties. However, as soon as people could identify my business name with their needs, new client inquiries and intakes increased suddenly. It was like an OPEN sign turned on.

What has it been like for you to recognize your dream of owning your own business?

Another hard one. It has been an experience. I have had a load of obstacles in my way. From day one it has been a struggle. From the community who already had servers in place, to the friends and family that had strong reservations. From tall fences and angry dogs to shotguns and an attack goat. I have struggled to make it in this industry. Yet it has been very rewarding. I have been able to bring my wife home, from her job of managing a local retail store. She is now able to watch our boys grow. I get to do sports with my kids and be an active father. As terrifying as it is to own and run my very own business, there are loads of rewards and benefits to it.

You've shared that your dream is to become a successful business owner. How do you define success for you and your company?

I asked myself that the day I started on this adventure and every day since. I don't know if I will ever feel like a successful business owner. I don't really know what that feels like yet. I just hope I can recognize it when I am there.