Names with stories: The story behind Ruman.com.ar
Omar Ruman talks about his entrepreneurial journey, the domain name Ruman.com.ar, and why you should never give up on your dreams.
What is the story behind Ruman?
Ruman Consulting is the result of the evolution of three generations of entrepreneurs who were able to inherit the greatest of fortunes, knowledge, and curiosity.
What I mean by this is that, by conviction, none of us has inherited a functional and constituted business from our predecessor, each one had to create his own enterprise using the inherited knowledge and curiosity, building by walking his own path.
That being said, Ruman Consulting is a company Co-Founded by me, my wife, and the legacy of my ancestors. From a very young age, at the age of 14, I had the possibility to get my first job as an intern at the technical school where I did my secondary studies. I always had an innate curiosity to understand everything, learn from my mistakes, and improve myself every day. In my first year of college, I remember my first formal job as a box usher in the warehouse of a sporting goods chain, I had enough to pay for university notes and the occasional outing with friends. After a year and a half, at the age of 19, I obtained the management of a branch. However, I felt that I no longer wanted to continue working in a dependency relationship and I decided to become independent. That was the last time I received a pay stub in my name.
Of course, the story is very long, but since then, I have had the fortune to get to know the world by doing business, interacting with incredible people, forming majestic work teams, and achieving results. Of course, there were failures and very difficult moments, but ultimately they helped us to be who we are, although as the saying of our friend Carlos Muñoz says, “We are not yet who we are going to become.”
Ruman Consulting, in short, is the best of us and of the teams that we have formed throughout our history. With a vocation to teach and many lived experiences, we provide mentoring, consulting, and specific productive jobs to our clients, saving them time and money, although since time is money, we could say that we only save them time and give them more chances to achieve success.
When did you start thinking about your brand name and how did you settle on Ruman?
Basically, Ruman Consulting refers to our legacy and what we do. We believe that having our last name as a brand provides a degree of transparency and extra commitment to our customers since the experience they have while working with us is directly reflected in our last name.
How did you get the domain name Ruman.com.ar for your brand? Why did you select that one exactly?
Fortunately, our brand name “Ruman” is a short word, less than six characters, simple and easy to remember. It meets all the requirements for a good domain name. It was available at the domain registration body of our country of origin “Argentina”.
Some time ago, we also had the domain “Ruman.com”. I remember that I personally registered it in 2000, but one day I stopped paying for the renewal and I lost it. At the time, it was of no use to it and I just logged it in case.
The reality is that our greatest source of clients always came from recommendations for our good performance, but at the end of last year, we began a deep digital transformation of all our lines of services. We wanted to acquire the ruman.com domain again to have an international version In English of our site, the owner company had a starting price for it that was not fitting what I consider a worthwhile investment at this stage.
We finally acquired the domain “ruman-consulting.com” for the international version of our website. Unfortunately, it is too long and more difficult to remember.
How has owning Ruman.com.ar affected your business? Do you own any other domain names?
It is very positive for us in principle, to have been able to register our last name as a trademark in the trademark and patent registry and then to get the exact domain name “com.ar” for the local and Spanish-speaking market. We also have the domains “ruman.net.ar” and “ruman.ar”.
Who is your target customer and how is your brand name helping in reaching them?
Our target customers are all those entrepreneurs, businessmen or technology startups who want to be advised to grow in a solid and sustainable way. The most complicated part of expanding our client portfolio is usually that we cannot contact companies to show them their weaknesses and offer them our services, the only way to do our job well is when the client knows and is convinced by himself that we we can add value to your project and make it grow.
The word “Consulting” within the “Ruman Consulting” brand helps us position ourselves in search engines through SEO as it expresses the purpose of our company. Many potential clients visit our website on a daily basis to find out about our lines of consultative and productive services thanks to the organic search results of the main internet search engines.
How do you keep your brand consistent across different channels online and offline?
Our offline sales channels depend 100% on our online channels, in the face-to-face actions that we can take, some content available in the online channel is always referenced. Our communication and image are always consistent in all aspects.
Has the pandemic affected your company in any way? What has changed since?
The pandemic has affected us a lot, we have lost a large part of our portfolio of local customers, mainly the small and medium-sized ones, which are those that could not tolerate eight months of quarantine without commercial activity. Of course, some items were more affected than others, but in general terms, the mismanagement of the pandemic by the current government destroyed an economy that was already weakened and on the verge of collapse.
Faced with the change in the ruling political party that took place in our country in December 2019, we undertook a complete digitization process of our services, in order to attract even more customers from countries with strong economies. Fortunately, we were successful and the level of foreign customers increased exponentially.
The reality is that we have extremely attractive prices for the rest of the world, as a result of the devaluation of our local currency. For our customers abroad, it means obtaining exceptional service of international quality at a price that would not be logical under normal conditions.
What do you do to make sure your marketing is effective?
Our marketing is usually through digital channels where absolutely everything is quantifiable and measurable. Generating content marketing to attract public in an organic way is our main mission in this area. We are in complete control of our actions and we can take precise detours to focus on what we want. Our campaigns are finely calculated to achieve specific objectives.
What would your advice be to entrepreneurs who are just starting out, in general, and when it comes to branding and naming?
The first thing is to tell them that entrepreneurship is not easy and that not all of us were born to be entrepreneurs. And with this, I do not mean that it is better or worse, to be or not to be an entrepreneur. Being an entrepreneur is fashionable and the truth is that it is far from it.
Now, if you feel like an entrepreneur, in the first instance, never leave your formal job to take the first step, it is best to do both at the same time, so that your salary covers your fixed expenses and you can allocate all your energy to what you decide to undertake. Of course, if everything goes well, it will be time to take the big step, drop everything, and dedicate yourself full time to chasing your dreams.
Whatever you do, always do it with patience, with hectic and with morals, be humble and help others, even if you do not receive anything in return, learn from your mistakes and, above all, never give up. The one who triumphs is not the most educated nor the most intelligent, but always the most persevering.
Now, make sure to give your project a good name, short and easy to remember, and, of course, check that the internet domain is available, as well as the handles on social media pages. In this way, you will give a unique and standard logic so that any possible customer can find you on the internet.
And before I forget, do not create a logo with Paint, if you do not know how to do it, hire someone who creates your corporate image, it is the first thing that the eyes of your potential clients will see.
Where do you see your business in the future and how does your brand name fit into that vision?
Although I put together a business plan for each project before launching it, I sincerely believe that it’s just for mere formality because our world is becoming more and more unpredictable. In my dreams, I see it is going to be very, very well, both for us and for our clients. Every time I wake up I know that that day I will do my best to make it so because if I am an expert in something, it is to make my dreams come true. Never stop dreaming.
We hope the above information will help you in making informed decisions about your brand. If you want to say hi or have any questions about naming, branding, and domain names get in touch, we’re always happy to hear from you.
Find out more about Ruman Consulting.
Originally published at SmartBranding.com on December 23, 2020.