Should You Ever Re-Name Your Business?

Re-Naming your business

On the last few re-branding projects, I have been asked at the start if the business should change their name?

‘We are re-branding, so why not take the opportunity to re-name ourselves?’

What we need to remember here, is the success and value of a brand is in the consistency of its presence.

Team Accounting were a brand that ‘re-named’ at the start of this year. They have always been Team Accounting Solutions, but before the re-brand, they were known as TAS. Even though we can look at this as a re-name, it really is simply looking at the business name and working out a better way to display and use the name. Simplifying it for the market.

Team Accounting were a brand that ‘re-named’ at the start of this year. They have always been Team Accounting Solutions, but before the re-brand, they were known as TAS.

Even though we can look at this as a re-name, it really is simply looking at the business name and working out a better way to display and use the name. Simplifying it for the market.

A name change is a big deal and should not be taken lightly.

In both cases when I have been asked this question, I have made it clear to the client that a name change is probably going to do more harm than good.

In both cases, yes they needed a re-brand/re-fresh, however they had been around for many years, their clients and industry know who they are, their names did not have any negative associations nor were they unavailable or unable to register…

In other words, there was no definitive reason for them to change.

They have worked for many years under that name so it was just time to reinvent the wheel slightly and strengthen the name, rather then delete it altogether.

However, here are 3 reasons why I would be telling you to consider re-naming your business:

1. Confusion

If you are finding people are have trouble writing, reading, or pronouncing your name, then perhaps a re-name is best. A business name should be easy for people to communicate and write, making it easy to refer, find and search.

2. Too Long

If your name is just too long, simplifying it may be the right way to go.

3. It means something different/negative in different cultures.

I recently read an article where Osher (The Bachelor host) discovered that his nick name Osh translated to the *C word in another language.

So Moral of the story, if you have been creative with your name, make sure it does not mean anything else to other cultures.

And if it does, perhaps re-naming is a smart move.