When Is Renaming Worth It? Navigating the Big Decision to Rebrand

Renaming a company or product isn’t just about a fresh look—it’s a valuable opportunity to redefine and revitalise your brand. A new name can signal exciting changes and better align your business with its evolving goals. At Strawberry Brand Studio, we’ve helped over 30 businesses navigate this transformative process with successful renaming strategies. However, renaming is rarely a straightforward journey. When is it worth taking the plunge, and how can you ensure a smooth transition?

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The Power of a Fresh Name

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A new name can be a game-changer. Take Well Hub, a Brazilian startup that recently rebranded from Gympass. Originally focused on gym memberships, Well Hub has expanded its offerings to include comprehensive wellness services like mental health support and nutrition planning. The new name reflects this broader mission, but it also comes with the challenge of educating existing clients about what Well Hub represents. Despite spending hundreds of thousands on advertising, the company still struggles to recognise the new name. It’s a reminder that while renaming can refresh your brand, it also means guiding your audience through the change. Similarly, Dunkin’ (formerly Dunkin’ Donuts) dropped “Donuts” to spotlight its coffee and beverage focus. This change helped modernise the brand while retaining a connection to its origins. KFC (Kentucky Fried Chicken) took a similar approach, shortening its name to broaden its appeal and move beyond regional ties. These tweaks can streamline a brand’s image and keep it relevant.

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Future-Proofing: The Secret to a Successful Rebrand‍

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A key to a successful renaming is future-proofing. Your new name should not only fit your current identity but also anticipate where you’re headed. Meta (formerly Facebook) got this right with its rebrand, signaling a move towards the metaverse and setting the stage for future digital innovations.
On the flip side, Twitter’s transformation into X faced criticism. The abrupt change left many users questioning its purpose and direction. This highlights an important point: a rebrand should be part of a clear, forward-thinking strategy, not just a sudden shift or an ego play.

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When to Consider a Name Change

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So, when might it make sense to rename?

• Evolving Focus: A new name can better capture your broader mission if your company has expanded beyond its original scope, as Well Hub did. But remember, this involves helping your audience understand and embrace the change.
• Perception Shift: Dropping part of your name, as Dunkin’ and KFC did, can give your brand a fresh, contemporary feel while keeping a link to its heritage.
• Reputation Rebuild: If your brand is tied to outdated concepts or negative perceptions, a new name can offer a fresh start and open new opportunities.

Embracing the Transition‍

Renaming isn’t just about choosing a new name; it’s about ensuring the change resonates and sticks. Effective communication is key to a smooth transition. Ultimately, renaming can be a powerful tool for reflecting growth and aligning with new goals. But it requires careful planning and clear communication to ensure it’s more than just a cosmetic update. When done right, a new name can pave the way for exciting new chapters and future success.

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