It can be difficult to determine what a company name says about the brand it creates. How will the public perceive the company and brand offering based on the name.
Many local companies have names that outline what their service offerings used to be, not what they are today. Although some companies have stayed the same, most grow with the time. For instance, a company that used to offer only plumbing services may have expanded the business to include heating and cooling services as well. But should they change their name from XYZ Plumbing? What if people don’t recognize them as the same company?
Often businesses worry about changing their name because they think they may lose brand recognition. In some cases this is true, in others this is not the case. But a name can also hold your brand back if you have expanded your product or service offerings.
Looking at how national brands have changed their names over time is not only interesting, but can help as an example for local businesses and organizations.
Here is an interesting article from BrandWeek on the topic:
One Name, One Brand—One Potentially Deadly Idea
Mary Grimborg
