The Power of Naming
When and Why to Rename Your Business
A pivotal moment in my entrepreneurial journey was transitioning from Laura K Design to Lab Creative. The name had served me well for 12 years, but my vision had expanded, and I wanted to grow my team.
The business needed to be about more than just me – it was time for a revolution.
…and Lab Creative was born.
A name rich in meaning – not just because LAB happens to be my initials, but also because it resonated deeply with our aim of creating brand chemistry. Like a lab where ideas mix and reactions occur, we wanted our brand to reflect experimentation, innovation, and creativity.
This personal experience strengthened my belief in the power of naming, and why I believe it's crucial for businesses to evaluate when and why to rename.
Let’s dive deeper…
Your business name is the forefront of your brand's identity. It's often the first impression potential customers have of your brand, and it can communicate volumes about your business values, services, and overall mission. But what happens when the name you initially chose no longer serves your brand?
There are times when a change is essential, particularly if your business has evolved or grown in a way that the original name doesn't encapsulate. This is especially relevant for founders who have used their personal names in the brand. Making a change can facilitate growth, diversification, and position a business better for a future sale. Let's explore through a few case studies.
Aronson Family Dental becomes Alive Dental
By moving away from a surname-centric business name, Sharla has positioned her practice for expansion. And while she has no immediate plans to sell the business, she will have years to build up brand equity when the time comes in the future.
The new name 'Alive Dental' captures Sharla's commitment to nurturing vitality in her patients, emphasizing their core principles of Illuminate, Collaborate, and Revitalize. Learn more about this project here.
Simply Put Strategies evolves into Medusa Media Group
Simply Put Strategies”, was initially a placeholder name for Eva Jannotta's business. It served its purpose during the early stages of her journey, however, as her aspirations grew, she sought a rebrand to resonate more deeply with her mission of amplifying women's influence.
Medusa, a symbol of power that defies even death, encapsulates Eva's commitment to bolstering women to challenge the status quo. The name Medusa Media Group was created from this vision. Learn more about this project here.
Shelagh Cummins transitions to The Road to Seven
With a successful coaching business for over a decade, Shelagh Cummins recognized that her brand had expanded beyond just her personal identity. She had a bigger vision with multiple verticals and desired a name that encompassed this vast vision.
Unlike Sharla and Eva, Shelagh came to us with the new name for her business - The Road to Seven. Our job was to help develop powerful new messaging and a visual brand. Learn more about this project here.
Here are 3 key things to remember about business naming:
As your business evolves, your name should be able to encompass the breadth and depth of your services, products and vision.
Moving away from founder-centric names paves the way for scalability, diversification, and a more streamlined sale process in the future.
Your brand name should be future-focused and align with your business's mission and target audience.
Are you considering a rebrand or feeling that your business name no longer aligns with your vision?It's a journey that requires thought, strategy, and expertise. We specialize in not just branding, but also in understanding the deep-rooted essence of what your business represents. Let's collaborate to find a name that resonates, encapsulates your mission, and positions your brand for a powerful future.
Schedule a call with me today and let's explore the potential in renaming your business. It might just be the transformative step your brand needs.