Brand Building: 5 Tips for an Effective Name Change On Any Size Budget

People often talk about changing one’s brand name as being a scary process. It shouldn’t be. It should get the blood pumping and veins jumping – kind of like swimming in Lake Superior. You want a name where you’re proud to show your face when you say it. Obviously the person pictured here isn’t very proud of the place he works for. Pride is critically important in all professions, but especially in such customer-service intensive ones, such as aging services and senior housing.As part of our transformation work, we’ve experienced a number of name changes over the last couple of years. For example, Ecumen changed its name from the Board of Social Ministry three years ago. Two Ecumen communties recently changed their long-standing names: Parmly Senior Housing and Services became Parmly LifePointes and Mankato Lutheran Homes became Pathstone Living.Change is good.Here are a 5 tips for changing a name and doing it well – even if you have a small budget: 1. Find Out What People Think of You: Before you do anything, hold a series of feedback sessions/focus groups with several groups important to your organization’s success – customers, employees, donors, community leaders, people who don’t know you but who you would like to know you. How do they perceive you? Are they hearing what you want your brand to communicate? Find out.2. Identify the Gaps Between Perception and Reality: Your research should tell you where you’re falling short in communicating your brand. This helps open the door to potential themes that your name/and or tagline will help convey.3. Develop a Story: Determine the story you want to tell. Good names should have stories bolstering them that tie to the work of the organization. For example, the name Ecumen comes from the word Ecumenical, which is derived from the Greek word for ‘Home.’ Our promise at Ecumen is to ‘create home for older adults wherever they choose to live.’ Names without stories are just letters on a sign.4. Brainstorm and Test: Throw all kinds of stuff against the wall. At this stage, anything is possible. Assemble a group of people who aren’t as close to the project as you are — test several names with them. What do they think?5. Draw the Picture and Go Tell The World Your New Name (And Story): Assuming you now have a name that people are warming up to, get a designer and have them draw the logo. At the same time, develop your rollout plan for telling the world your new name, but more importantly the story behind that name.We’d love to hear your naming tips.