Ideas for Rebranding With a New Name

Ideas for Rebranding With New A Name

A prospective B2B client is considering a name change for their business. There are many factors to consider, and the CMO asked me to share any immediate ideas I had on the subject.

I have ideas, and I will share them with you, too. Some of these ideas apply as much to a new product name or business unit as they do to a new company name.

What’s in a name?

One of the most distinctive elements of your brand is your name. It is only part of your story but may be the most important. Regardless of the lesson they teach, people still judge books by their covers and a company by their name.

When does it make sense to change names?

Changing your company’s name makes sense if it has outgrown its original business model.

Does your current name help position you in the marketplace? Does it convey the culture of your company? Does it convey leadership and innovation in your industry? A name change may be a good idea if the answer to these three questions is no.

How well does your name stand out?

In today’s marketplace, with solutions for any business need just a click away, how you distinguish your brand online is a critical factor in the ongoing success of your business. Focus as much on making it easy for your customers and prospects to find you as you do on finding them.

The name of your company is your ultimate keyword. If it is too easily confused with other businesses, either in your industry or not, you have a disadvantage a name change could address.

Do you have new things to say to your customers and prospects?

A name change can be a catalyst for introducing a more dynamic business direction. If done with your marketplace in mind and not simply for the novelty factor, a new name can help your customers and prospects see your business in a new light.

Your brand name should mirror the primary focus of your business purpose and personality. Consider a new name if what you do has changed substantially so that a new name would better reflect that change.

Some historical examples of successful name changes:

  • Galvin Manufacturing > Xerox
  • Relational Software > Oracle
  • Arthur Andersen > Accenture
  • BackRub > Google
  • Telecom > Telstra

Can the current name be confused with other businesses?

If a Google search for your company name yields many results that create potential confusion, then you are working at a disadvantage. And it may get worse before it gets better, depending on how well you position your website (and URL) at the center of your marketing efforts. This problem extends into social media as well. Your brand can be confused with others if you don’t have a strategy to support your brand name and positioning that tells your story and sets you apart from others with similar names.

Before responding to my prospect’s request, I recalled an article from Inc. Magazine that points out four secret ingredients of a great company name:

  • Does It Stick?
  • Short Is Sweet
  • Be Functional
  • Tell A Story

Speaking of rebranding, MLT Creative is now STOUT Creative.

MLT Creative began in 1984 as an Atlanta-based marketing agency working for top regional and national brands. As STOUT Creative, we bring the same talented team and deep expertise forward as we continue making ideas work for our clients.

We Make Ideas Work is still our trademark. And as always, it’s more than our motto; it’s our mission.

“Why the name change?” you may ask.

Shakespeare wrote, “What’s in a name? What we call a rose by any other name would smell just as sweet.” 

MLT just doesn’t fit anymore. Although Billy Mitchell (M) is still around (because they can’t get rid of me), Craig Lindberg (L) and Glenn Taylor (T) are retired. So, the brand refresh is a new name. We like defining our small but mighty team as STOUT Creative. We have a new look and a fresh perspective built on a solid foundation of experience.

If you know MLT Creative, you know STOUT Creative. It’s legally a DBA, and we are the same team. You will still see MLT Creative, Inc. in the fine print of our correspondence.

What does your company’s name say about you?


STOUT Creative is proud to be named a DesignRush “Top Challenger Brand”

After evaluating over 7,000 branding agencies worldwide based on portfolios, reviews, clientele, industry reputation, pricing, and more, DesignRush lists trusted service providers that can take your brand to the next level. Leverage this curated list to find a reliable branding company that can reflect your brand effectively across various platforms.