Often I’m asked to help with a re-naming project, where for a variety of business reasons an existing brand name needs to be changed, updated, or completely put out to pasture. These projects can be extremely exciting because they are the naming equivalent of an extreme brand makeover for namers.
However, I've learned over the years that re-branding requires more proactive and political sensitivity than we might need if we were naming a new service line, product, or website. It's human nature in the office. Not everyone warmly embraces change when it comes to branding. I’ve witnessed actual tears shed (and not happy ones) at the unveiling of new logos (thankfully not mine).
In her excellent branding book Designing Brand Identity, the author Alina Wheeler gives us some pointers specifically around a name change (or re-branding):
1. Understand and accept that their will be resistance. And sometimes from unlikely places, such as board members, sales, or the press.
2. Ensure all stakeholders (internal and external) know the reason behind the name change.
3. More specifically, clearly communicate how the name change will positively impact your firm’s public image, awareness, loyalty, recruitment, employee morale, customer relations, and key partnerships.
4. Create an air of excitement and anticipation around the new name. Be sure to keep everyone updated so the project doesn’t lose steam.
5. Remember to plan ahead and carefully budget for the impact of the new name on all your marketing collateral so the change is as seamless and complete as possible.
Need help with a new name launch? Feel free to drop me a line. I’d also love to hear from anyone who has some additonal tips for successful name launches to share. Thanks! Beth
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