Currently, we’re working with some brands where the company names are in question. This can be a very exciting process or it can be scary, because once you choose the name, you’re likely to stick with it for a while. Nonetheless, naming is a creative process — and, yes, at times, a challenging process too.

Some common questions that come up when it comes to naming are:

  • How do I come up with a name?
  • What type of name should I have for my business?
  • When is a good time to change my name?

Whether you’re exploring a new name, happy with your name or considering a name change, I’d like to offer several questions to think about during the naming process.

  • Does the name help or hurt your business?
  • What are the positive, negative, or misconceptions with your name?
  • Can your target audiences easily pronounce the name?
  • Is the name easy to remember?
  • Can the target audiences relate to your name?
  • Is the URL available?
  • Does the name serve as an umbrella for other sub brands?
  • (If creating an international brand) Does your name mean anything negative in another language or when translated?
  • Are there any trademark considerations or concerns?
  • Does your name help tell a story about your business and/or your brand?
  • Will your name help you expand your business?

After answering all of the questions, it will be evident whether or not you should change your name.

That said, I’ll give you an example of a name change with one of our VIP clients, Darla Ledoux of Align & Profit.

In spending time learning about Darla’s business and life, and her vision for the future of her business, we knew immediately that the name would no longer serve her. The game was bigger for her. And, let me tell you, when it comes to playing big in business, Darla is a force to be reckoned with. Both Darla and I are similar in that we both worked in larger, more “corporate” environment. And, like many people who leave that world, there’s usually a turning point that happens and the answer is entrepreneurship.

She went on to build Align and Profit into a high multiple six-figure business. And, yes, revenue and profitability are important to all businesses. And, it is not the only thing that is important to us as entrepreneurs — especially for Darla. Things like lifestyle, freedom, and enjoying family and friends, are all equally important to “profit.”

So, the term “profit” in her company name told half the story.

As such, we landed on renaming her company to: Aligned Entrepreneurs, which allows her to add a human and approachable element to her brand.

We also agreed that a new visual identity was critical — one that would distinguish her from other business and marketing coaches.

I’m honored that Darla chose to rebrand with our agency. I know it’s an investment. But, seeing the results that my clients get shortly after rebranding, I know it’s all worth it. So, when someone makes a decision to play big and invest in strategic branding, I honor and respect that.

Most entrepreneurs who follow our work are interested in seeing the brand-building process unfold, so, per Darla’s permission, here’s a preview of her new visual brand that will be rolling out in the coming months.

Check out this preview of her new brand and some images built into her photography style.

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