Don't Rename Your Existing Organization Unless...

Considering #renaming your existing organization? Here are a couple must-have's that need to fall into place for a name change to be justified:

1. Current name is nondescript (it should suggest something about what the org is/does/stands for)

2. Name is too long (typically no more than 3 words is ideal)

3. Ensure that the acronym (if your team uses one) isn't distracting

4. If the name itself has left a bad taste in the community's mouth (bad reputation)

5. If there's a negative sub-meaning that can be implied

6. If the new narrative/mission/services/products offered by the business are changing, does the organization's name still align with it? If not....

Most certainly consider changing the business name. BUT, if any or all of the above 6 points aren't applicable, then DO NOT CHANGE THE NAME.

Renaming an EXISTING org isn't easy. If you're able to land on a name and a unified identity, congratulations. That means that the core team is on board. Now you have to tell the rest of your world about the new name. That is it's own campaign in every sense of it. Educating the community on "the new you", ensuring that ALL branded collateral, printed and digital aligns with the newly established brand identity....is about a third of what needs to be done.

Every employee, board member, volunteer, beneficiary, etc...needs to be speaking about the organization as an educated authority so that each conversation they have is consistent with the mission, vision and values.

A #brand is a reputation. A reputation is built through unified, consistent messaging and action. Consider these items before thinking about renaming an organization please.

Your marketing partner, whoever is in charge of overseeing the renaming/rebranding of the organization should have the ability and foresight to advise, from an educated place, as to whether or not a name change is deemed necessary. And that may well mean that they'll need to canvas the greater community to see just how the name is perceived.

If you feel your #marketing department or partner isn't up to that task....I encourage you and your team to build a new partnership with a trusted marketing team, like Studio 301 - #studio301

Here's a case study we're proud of that illustrates my above point about renaming a #nonprofit :