Name Change Programs

A lot is involved in changing a company name. Obviously customers and prospects must be made aware of the change. But that’s only the beginning.

Many constituencies need to know: suppliers, media, stockholders, governmental and financial entities. We’ve developed a Name Change Checklist that you can use to implement a corporate name change.

But usually more is needed.  Often there’s a need to develop marketing materials to announce the change and how it will benefit customers  and others. The announcement of a name change is a ripe opportunity for publicity and for expressing a new corporate position and philosophy.

Whatever the case, it is an opportunity to cement or attempt to change your marketing position. Quite often positioning research can help guide the name change itself, including whether a change is desirable, and the approach to announcing a new or modified name.

When might a corporate name change be beneficial? Usually a name change is made for one of four important reasons:

• To accommodate a merger or major acquisition.

• To reflect a broader or up-to-date line of products and services - the current name is too limiting.

• To reflect and accommodate a major corporate reinvention of itself.

• To attempt to escape a poor reputation, scandal or circumstance.

Normally there is a transition period which allows old forms and labeled materials to be consumed, and for customers to get used to writing checks to the new name among other reasons. Timing and planning are critical to a smooth transition.  We’ve developed a generalized Name Change Checklist that may help you.

We can ease the burden. With our help, you won’t have to reinvent a wheel. Signature Strategies has participated and guided the planning of many name change programs. If you have already selected a name, we can be of service in just the planning aspects of a change, as well as creating announcement letters,  brochures and flyers.

But a name change plan can also be a part of a complete and comprehensive naming package which also includes:

• Positioning Research (optional).

• Name generation.

• Preliminary name screening for trademark and domain name infringement

• Name preference research (optional).

• Name change planning and announcement materials.

Thus, when you are thinking of changing the name of your organization or brand, we can help you from strategic planning through implementation. Please contact us to discuss your requirements.