The start of a new year is the perfect time to make a change. Whether it’s in your personal or professional life, there’s an added motivation attributed to the New Years Resolution. It’s an exciting, optimistic time to dive into something new.
If you’ve been considering a name change for your business, chances are high that a number of questions have left you stumped. There are many reasons why a name change might be in the best interests for your business, but to be successful you’ll need to focus on the details.
Deciding on the Right Name
The right name for your business does all the talking. Finding the right name, however, can take time. If you’re planning on significantly changing the look, feel and offering of your business, make sure to pick a name that differs significantly from the old one.
Your name will be the calling card for your product or service. It needs to project confidence and be easily remembered in situations where potential customers are trying to recall it. Most importantly, it shouldn’t be close to a preexisting brand’s name. There’s nothing worse than accidentally having brand overlap on a name change. Search for similar-sounding companies and make sure nobody is already using the name you’ve chosen.
New Branding to Reflect Your Name
You’ve chosen a great name, but words alone won’t convey something as major as a business renaming. Updating your branding with a new, dynamic theme is the best way to make a splash and capture the interest of both your current clients and prospective new ones.
Branding can be difficult; rather than just updating a logo and moving forward, multiple angles need to be considered. Font choices, web design and a variety of other areas will need to be changed to reflect this change.
Building Your New Digital Presence
One of the largest, most important areas needing a change post-name change will be your website. Prior to choosing your name, make sure a domain is available that accurately represents both your brand and your offering.
Knowing what information to carry over and what to leave behind can be tough. Try to retain your most popular blog posts and content offerings, even if it means redesigning them with the new branding incorporated.
Beyond your website, you’ll want to claim new handles on all relevant social media channels. Find the right Twitter or Instagram handle and rename your Facebook page, and don’t forget to update your avatar and header images with up-to-date branded materials.
Changing Your Internal Collateral
Don’t forget to change items like letterhead and email signatures, as well as recordings on your phone system. Focusing on every minor detail will solidify the name change and make your clients feel as though they’ve been working with “Newly Named Company” for years.
Also consider creating new forms of collateral to further promote the brand. Items for clients to take away, including stickers, pens, notepads, or other work-appropriate swag gifts can leave a long-lasting impression (and your new logo on their desk).
Let People Know!
Get the word out about your new name and branding through strategic messages sent out through all relevant channels. Include it in your company’s social channel, send out a personalized message to your clients, and consider a press release.
The process of changing your business name is a large undertaking, but it’s one that can have an immediate positive impact on your bottom line. If you’re fighting brand overlap, negative sentiment or outdated branding, a name change and brand overhaul are the first step toward recapturing success.
Mindshape’s branding and digital media specialists can help you capitalize on renaming your business – contact us today.