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Names with stories: The story behind
By SmartBranding Team access_time 4 min read

After a career in financial services, Christian set up Rensair in 2020 to produce the air purifier originally invented by his father for hospitals. Rensair now has operations on 3 continents to meet demand driven by the pandemic.

We talk with Christian about the origin of the brand name, why they chose as a domain, and what’s new and interesting in their future plans.

Can you tell us a little bit about yourself and how Rensair got started?

I’m a Danish national, now resident in the UK, and I co-founded Rensair two years ago. My father was a prominent ventilation engineer and, since I had personally suffered from allergies as a child,  he invented a portable air purifier using HEPA and UVC technologies as a solution to my problem. He then went on to supply his innovation to Scandinavian hospitals. A couple of years ago, when the pandemic started, my twin brother and I decided it was the perfect time to leave our jobs and follow our passion for air purification.  

How did you get the domain name? Was there an “aha” moment when you knew it is the one?

Rensair means ‘clean air’ in Danish so it pays homage to the brand’s heritage as well as being relevant…..and it’s easy to pronounce! When we found that we could obtain the .com domain name and all derivatives, we knew that ‘Rensair’ was the one.

Christian Hendriksen, Co-founder and CEO of Rensair

What value do you think brings to the Rensair brand? Do you own any other domain names? brings immense value and is where we drive all enquiries, from organic SEO to programmatic advertising. We have now acquired another air purification business and own too, which includes e-commerce functionality. 

What was the vision and purpose of your company when it first started and how has Rensair evolved as a brand since? 

Our original purpose was to protect and enhance lives with proven air purification technology and we have always had a broad, long-term vision that is not governed by Covid. We are evolving from a single product company to a multiple product company and are as keen to educate people about the wellbeing aspects of clean air as the more obvious health benefits.  

In your area of expertise, what are some of the bad brand naming recommendations you’ve heard?

Typically, there is a tendency to overuse certain terms such as ‘medical’, which makes it hard to stand out from the crowd. 

Somebody did once transcreate the Danish for ‘world leading air purification brainpower’ as ‘the world’s biggest airheads’. Needless to say, that wasn’t in keeping with our brand attributes! 

What do you do to make sure your marketing is effective?

We employ talented marketing people with different, complementary skill sets and we place great importance on metrics and analytics, so that we have a clear idea of ROI. That said, we are always willing to try new approaches and give them a chance – results don’t come overnight and you have to balance brand awareness with lead generation. 

What would your advice be to entrepreneurs who are just starting out?

Be single minded with a clear point of difference, a well defined addressable market and a robust plan. Stick to your plan, but be open, talk to advisors and mentors, and allow them to ‘kick the tyres’ so that you remain objective. The combination of passion for your business with a rigorous plan will inspire others to invest in you, buy from you and work for you. 

Christian Hendriksen, Co-founder and CEO of Rensair

What is next for Rensair?

We have just secured $7M in funding and now intend to expand our product range and our geographic presence. Marketing and product development will remain vital to our success and sustained investment in those areas is key.

You can follow Rensair on LinkedInInstagramFacebook, and Twitter, or visit their website to find out more about the company. 

How does your brand name match your company vision? What new horizons can a better name open? Get in touch if you feel your brand deserves a better name, we are always happy to help.

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