12 Ways To Change A Business Name And Make It Memorable

March 10, 2023
Nicole Andrew

Knowing it’s time to change a business name is when you’ve realized that the name isn’t working for your company and audience anymore. You’re losing revenue opportunities and your company is suffering. Since the beginning, your services and products evolved along with your audience, and during that initial growth process, you’ve had to pivot your business strategy, streamlining and settling all its operations. During those years, you’ve learned that the business name is one of the most important branding and marketing assets used to create awareness, in attracting your audience, and keeping your brand relevant.

You also know that a well-crafted brand name can increase revenue opportunities and provide higher engagement with your customer’s buying experience.

So, here you are, ready to change it, but what are some ways to change a business name and make it memorable?

In this article, we are going to cover 12 ways changing your name can give you a creative and strategic advantage in keeping your brand top of mind.

A Brand Name Purpose

The purpose of a name is to align it with the message of your brand. It’s got to have meaning and relevance with your audience. It’s also the first representation of your brand and the easiest one your audience will remember because it should be formed from the message you want them to understand. If you can create a name derived from your message, your brand will be aligned with your overall marketing communication.

Now, you can name your brand whatever you want, but it sentimentally should tie back to the belief and the purpose of your company, which will be reflected in your messaging. Meaning, the name is an opportunity to start the messaging off on the right foot. If your name ties into the beliefs, mission, and core values of your brand, the position you want to take, the personality you want to display, and the message you want to deliver, it will support the continuity of your brand marketing and enhance the possibility of brand recognition.

It takes 5 to 7 impressions for people to remember a brand.

—source origin

Brand names that are built with purpose is a powerful ingredient for crafting an instantly memorable brand name. Companies that identify their purpose and commit to it have a unique opportunity to showcase their core beliefs and values through the very name of the brand itself.

Potential customers will value the transparency and consistency reflected through the brand’s purpose and will create opportunities to form long-term relationships far beyond mere recognition of the company’s name.

Overall, if there isn’t a purpose in the name, then it misses that opportunity and your messaging is off on the wrong foot.

Make It Short And Meaningful

You’ll want your name to be one or two words max. You want it to be catchy (that will help with memory recall), and it should roll off the tongue making it sound meaningful. However, your name should not need a descriptive phrase associated with it like a tagline, making the name codependent with the descriptor.

In order to change a business name, the meaning behind the name doesn’t need to be clear and obvious. However, it should be relevant and phonetically appealing when you say the word. Make it sound easy and able to differentiate, standing out all on its own. The goal is to make it stand the test of time and not based on a trend.

Read our blog post on: Captivate Your Audience By Standing Out From The Competition

The One Thing You Shouldn’t Do

Don’t use acronyms or initials. They have no meaning, you can’t differentiate from them, and audiences now-a-days get confused and frustrated by them.

As this consumer-centric economy continues to shift and grow, potential customers want to see authenticity, transparency, and a very clear message associated with the brand they are considering buying into.

Although acronyms and initials work for companies like IBM, HP, H&M, M&Ms, A&W, BMW, BBB, AT&T, IRS, NASA, YMCA, NBC, BBC, and others, the reason why you are familiar with these brands is because these entities have been in the market for decades interacting with seasoned audiences, been broadcasted on network television, promoted on radio and podcasts, promoted online via websites and social media, and on out-of-home advertising like billboards and in-store package displays.

Today with the influx of new businesses formed (up to 15M since 2020), if you change a business name using initials or an acronym, getting your audience to recall and associate your brand with a service or product will be low and require marketing and/or advertising for memory recall.

authenticity matters

81 %

86% of consumers say that authenticity is a key factor when deciding what brands they like and support.

—source origin

Here are the 12 ways to change a business name:

• Merging Words (Portmanteau)

Merging words or “Portmanteau” (a blend of words in which parts of multiple words are combined into a new word) has become increasingly popular and more effective when it comes to crafting a memorable brand name. Merging two or more meaningful words that have a connection with your business can create something unique and powerful. Merged words like “Facebook”, “Netflix”, and “BandAid” have all become household names, thanks to their curious and catchy combinations. Using this technique for your own company’s name can make a lasting impression on customers and help you stand out from the competition.

• Historical and Ancient

Historical and Ancient words are invaluable as you change a business name and make it memorable. Not only does exploring the past provide an abundance of interesting options, but it can also ensure that the meaning behind the name carries more weight. Historical places, characters, and objects all present fitting opportunities for a business name. They also can often capture the attention of potential customers, giving them insight into what your brand stands for right away before they have even had a chance to explore further. This can also add story to your messaging and help leave a lasting impression on your customers as they interact with your brand.

• The Founder(s)

The founder(s) name(s) is often integral to a brand’s success. Trust and familiarity are considered when incorporating the founder’s name because the memorability would be connected with its long-term success or failure. Depending on the reputation of the brand, the connection between the service or products will be associated with the like or dislike of the overall brand. Therefore, assigning a founder’s name to a brand should be considered as an optional way for promoting services and products in both the short and long term.

• Geographic Location

Geographical locations can give a business or product the uniqueness it needs to stand out in the marketplace. Utilizing the power of geography in branding is nothing new for brands like Patagonia, Amazon, and The North Face. When done right, it can have a noticeable impact on a company’s success. It gives potential customers something tangible and memorable to attach their loyalty to by incorporating meaningful locations with the company’s founder or brand.

Geographical references have become an effective way for brands to gain cultural capital with their audience and draw more attention. Also, the connection established between the place and origin story is powerful enough to bring out emotion from its customers and even inspire long-term loyalty.

• Partnership

Partnerships are a great way to change a business name and make it memorable. Joining two separate names can create a dynamic duo that consumers remember and recognize better in the market. When strategizing partnerships, it is important to look at how the structures of the two fit together. If you want to partner with another company or entrepreneur, consider how their brand complements your own and enhances it without losing its identity.

When merging businesses together through acquisition, analyze each party’s current positioning in the market and determine what works best for both sides. Partnerships are an effective tool for making a name more memorable long-term, so ensure you make them count by choosing wisely and structuring smartly.

• Descriptive Words

Descriptive words are an essential part of crafting an impactful brand name. Employing descriptive words to describe or summarize your business can help make it not just memorable, but leave a lasting impression as well. When brainstorming what words best encapsulate the essence of your business, it’s best to start with the core offering and then think broadly about other related terms that might excite customers.

Take a few moments to consider how potential customers may interpret the word or phrase you’ve chosen and you will have created a descriptor that evokes emotion and resonates with them. Descriptive words carry a powerful punch. Use them wisely and they will become one of your most effective tools in driving interest and brand recognition.

• Explore Latin Words

Choosing to explore Latin words as you change a business name can be an excellent way to make it memorable. Not only does Latin have an aura of mystery and sophistication, but they also appear relatable enough to lend credibility. Furthermore, Latin letters are aesthetically appealing and create a unique-sounding pronunciation that stands out from the crowd. Utilizing Latin words to craft brand names is a great consideration for those looking for something bold, elegant, and unforgettable.

• Character or Mascot

Using a character or mascot can be a powerful tool to help make your brand name memorable. It provides potential customers with an easy way to recall relationships between your brand and the product or service being offered.

Character alignment can take many forms, from pairing your brand with a person or animal that matches its personality, to imagining what kind of plant or object might represent it best. For example, if you’re selling financial services, you may want to align with characteristics that inspire stability and trustworthiness – like a strong oak tree or sailboat. With some careful thought and research, character alignment can give your brand an extra spark of personality that stands out in customers’ memories.

• Sensory Characteristics

Sensory characteristics are essential when wanting to change a business name that stands out from the crowd. It’s important to think about which sensation or emotion you want your brand associated with. When considering which sensory characteristics your brand should embody, ask yourself questions like: What sounds and music evoke the feeling of my brand? Which colors and shapes will best represent it? And of course, what does the taste or smell of my brand suggest?

Also, sensory characteristics plays a key role in crafting a unique identity that customers can relate to and recognize. With careful consideration given to the sensory context, you can create a powerful connection between your brand and its audience.

• Alternative Spelling

Alternative spelling can be an effective marketing strategy for businesses, helping them change a business name and create it to be unique. By taking familiar words that are symbolic or essential to the company’s identity and inventing a unique spelling, businesses make something ordinary into something extraordinary in the eyes of potential customers.

Alternative spelling is an easy way to stand out from competitors and capture people’s attention. Additionally, even if customers don’t remember the exact name of the business, mistyping in a search engine with the alternative spelling can lead curious people to your website. Therefore, creating a brand name with alternative spelling could be a powerful tool for businesses looking to stand out.

• Story-Based Words

• Numbers

Using a number(s) in a brand name is an effective way to make it memorable. When you think of prominent brands such as 20th Century Fox, 7-Eleven, Radio Stations like 93.3, etc, the name immediately evokes a certain response due to the numerical element embedded within it—making the brand that much easier to remember. In some cases, companies will opt for numbers which are tied to their purpose or mission statement, like 24 Hour Fitness or Zappos’ 365-day return policy. This intent-based approach helps customers connect with the brand and trust it more easily. Using numbers in branding is an excellent strategy for making a lasting impression on consumers.

The Takeaway

Having a good brand name is essential in helping you position your company in the market and set it apart from the competition. Nothing matters more than having a lasting impact and making sure your customers don’t forget your name— so make it short, meaningful, and unique. Most importantly, avoid using acronyms or initials that can confuse your audience.

There are several things you can do to update your business’s name such as merging words, exploring areas like historical and ancient words and Latin terms for inspiration, taking advantage of descriptive sensory characteristics or even incorporating numbers. Either way, when deciding to rename a company don’t be afraid of experimenting with different word combinations or stirring up the ideas of other stakeholders to help benefit everyone involved in the process.

No matter what changes have been made to give a brand identity, always remember one thing: remember your audience, keep it simple, and represent the core values of who you are and what you offer. If done correctly, customers will never forget where they saw “that” product or service especially when they need help!

Contact us with all your needs related to changing names of businesses or even completely rebranding them. We can help you out at any point in the process. Work with us today and join our family of other satisfied and successful companies who have successfully rebranded themselves for maximum impact!

Nicole Andrew is a 20 year brand designer, Level-C certified brand strategist, educator, and co-owner of 28Lions, a branding & marketing consultancy agency.