MediaWise has assisted many organisations with renaming themselves, services or newsletters. It can be complicated, time-consuming and a money-waster if no planning or research is involved from the start.
From the beginning, we partner with our clients in the name-changing process so that we can guide them through it. Changing a name can be energizing, always brave and hard.
For many organisations, a name change comes after the realization that the old name was no longer hitting the mark with donors or properly reflecting the work the organisation carries out.
The process we lead organisations through is tried and tested. Sometimes two steps are taken at the same time but each step has to be taken to ensure the right name is chosen and will work.
Step one: Make sure your brand is central to any name.
What this means is that everyone in your organisation – the Board, staff and volunteers – clearly understands what the organisation is, does and why it matters. Your brand is your reputation and unless you have consensus on this, it will be hard to determine the name to call the organisation. The name should also reflect your organisation’s personality.
Step two: Lay out criteria about what your name should do before the ideas begin.
Should it cement your position as a leader? Does it need communicate the scope of your work? What ground rules do you need to judge each name by? What do other similar organisations call themselves? Make a spreadsheet of competitors and colleagues - this will not only help you choose a name but also learn the landscape.
Step three: Create a powerful message.
Names should be strong and clear, sending a message every time your audience sees or hears it. Save the Children has a name that immediately talks to any audience.
Step four: Highlight your brand
If your name paints a picture of the strong results of your work, it’s a winner.
Step five: Be emotional
You don’t want your stakeholders to cry but you do want them to be proud to support you and your work.
Throughout the process, it is important to brainstorm each step. Get butcher’s paper and write down every name that someone comes up with. Combine words and letters. Refer to a thesaurus. Nothing should be thrown out until you are ready to start ‘killing’ names.
When you are ready, look at the list and narrow it down. Too common, ditch. Doesn’t match your goals, ditch. Hard to pronounce, ditch. Once you are at the point of five names, it is time to disconnect from social networks and head to the patent office database of alive and dead trademarks. Search on URL websites to see if you can get the names on social networks.
Finally, when you are ready focus group your picks. This can be done with moderated focus groups, online surveys, or among trusted people to get their opinion. Ask for honesty and be prepared to get it.
Once you have a winner, buy the URL in at least the .com - but we recommend getting the .net and .org as well. Purchase it for at least two years to show the search engines longevity. Add email to your .com and use that email to register on all the major social networks.