WHAT'S IN A NAME?
5 Tips On Managing a Name Change
It ain't what they call you, it's what you answer to."
– WC Fields
What’s in a name? Have you ever wondered if the name of your organization was working as hard for you as it needs to? In an age where we Google everything and where markets and categories are increasingly cluttered and competitive, a great brand name needs to stand out, be memorable and endure.
If you have a gut feeling that your name, no matter how long it has been around, could use a renovation, then here are some tips on how to approach a name change.
If you have a gut feeling that your name, no matter how long it has been around, could use a renovation, then here are some tips on how to approach a name change.
5 Tips On Managing a Name Change
1. What does your current name mean now?
Before you make a change, first assess the current perception and strength of the name in use now. Using qualitative research, surveys or collecting anecdotal evidence, first see how well the current name is perceived, remembered and the reasons why. Does this name make the organization stronger or weaker?
2. Is the name culturally appropriate?
Some names age or become less desirable as society evolves. Will the current name stand the test of time?
3. Start with a naming brief.
Whilst it can be exciting to just start brainstorming names, it is a good idea to develop a “naming brief” or list of attributes/key themes that the name must possess as well as some guidelines for what you don’t want (e.g. no acronyms, no slang etc.) before you even start the brainstorming process. This will help making decision making easier and give guidance to the team responsible for generating a new name.
4. A good name can come from anyone, anywhere.
Inspiration can come from anyone and anywhere. Ask a broad group of people to submit ideas for the name and the more volume you generate, the better so aim have an extensive selection pool to choose from.
5. Legal Check It And Google It!
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Once you have your top selections for a name, make sure to check legal trademarks for availability and usage, available URLs and competition as well as category and regional clearances BEFORE you decide your favorite selection is the winner. Consult and gain legal clearance before you make any final decisions and announcements to avoid disappointment or complications down the line. You will then have to go through the right channels to get the appropriate trademarks and registrations.
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I have led brands on name change and rebranding evolutions and would love to help you assess if it time for your organization to have a name that strengthens your brand even more so you can have greater impact and results.
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Plus...
Choosing a new name probably means a new logo will need to be developed. Again, develop a creative brief for designers and look at the new name and logo as one unit that needs to tell a story and work hard for your brand. Again, make sure you go through legal and online research and clearance before making any final decisions.
What’s in a name? That which we call a rose.
By any other name, would smell as sweet.” – William Shakespeare
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Ask me what happened when I helped an 87-year old organization change it’s name.
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Need help with Naming, Rebranding and Marketing?
Contact: www.shakticonsulting.com |
