Deciding whether to change your business name is a significant decision that should not be taken lightly. A business name change can fall into three categories: the good, the bad, and the ugly. A good name is memorable and sets your business apart, while a bad name can lead to confusion and legal issues. In this blog, we will explore the concept of a business name change, the risks associated with it, and discuss compelling reasons to consider changing your business name. We will also highlight some notable examples of successful business name changes.

What is a Business Name Change?

A business name change involves developing a new name for your business and legally registering it under the new name. While there is a technical difference between a business name and a brand name, for the purpose of this article, we will use the terms interchangeably.

How Risky are Business Name Changes?

Changing your company name comes with inherent risks. One major risk is the potential loss of brand equity associated with your existing name. Additionally, you may lose brand awareness and SEO value built around your current name. Other risks include confusion among stakeholders and the possibility of trademark infringement. However, with careful planning and the guidance of a branding agency, the benefits of a successful name change can outweigh the risks.

8 Reasons to Consider Changing Your Business Name:

  1. You’re Legally Required to Change Your Name: If another company demands that you change your name, it’s essential to start the renaming process. Ensure thorough research to avoid similar situations in the future and consult an intellectual property attorney for guidance.
  2. Your Name No Longer Fits: If your current name no longer reflects your brand’s values or offerings due to significant changes or expansions, a new name can better align with your present identity.
  3. Brand Confusion: If your business name causes confusion among customers, leads to mispronunciations or spelling difficulties, or requires lengthy explanations, changing the name can help eliminate these issues and improve brand perception.
  4. Lack of Distinction: If your business name fails to stand out in a crowded marketplace, being too generic or trendy, consider rebranding to create a name that is more unique, timeless, and memorable.
  5. PR Disasters: Unforeseen events or negative associations linked to your current name can create a PR disaster. In such cases, a name change can help distance your brand from the controversy and rebuild your reputation.
  6. Geographical Expansion: If your business has expanded beyond its original geographic location, a name change can remove limitations associated with regional names and help position your brand as national or international.
  7. Founder’s Name Limitations: While some successful brands are named after their founders, using a founder’s name can pose challenges in pronunciation, spelling, scalability, and brand association. A new name can provide a more inclusive and impactful brand identity.
  8. Acronyms and Meaningless Names: Acronyms and generic names devoid of emotion and meaning can make it difficult for customers to remember and engage with your brand. Opting for a descriptive and evocative name can enhance brand appeal.

5 Companies That Successfully Changed Their Names:

  1. Google (formerly Backrub): Originally named Backrub, Google changed its name in 1997 to reflect its mission of organizing internet information. The new name, Google, has since become a globally recognized brand.
  2. Dunkin’ (formerly Dunkin’ Donuts): In 2018, Dunkin’ Donuts rebranded as Dunkin’ to highlight their diverse menu and commitment to quality beverages.
  3. Netflix (formerly Originally operating as, Netflix changed its name in 2000 to focus on digital streaming and became a leading online platform for movies and TV shows.
  4. Burberry (formerly Burberrys): Established in 1856 as Burberrys, the British luxury brand dropped the unnecessary letter “s” in 1999 to modernize its image and appeal to a younger audience.
  5. Accenture (formerly Andersen Consulting): Andersen Consulting became Accenture in 2001 to reflect their vision of helping clients excel in the digital landscape. The new name represented a fresh start after separating from Arthur Andersen.

Getting Started

Changing your business name is a significant decision that requires careful consideration. Despite the potential risks and challenges, there are compelling reasons to consider a name change. Legal requirements, brand misalignment, confusion, lack of distinction, PR issues, geographical expansion, founder’s name limitations, and ineffective names are all valid motivations for a well-planned rebranding effort.

If you’re contemplating a name change, seek the guidance of branding professionals and legal advisors. Conduct thorough research, understand your target audience, and craft a new name that reflects your brand’s values, vision, and goals. A well-executed name change can breathe new life into your brand, improve customer perception, and unlock growth opportunities.

Remember, a name change is more than a mere identity shift—it’s an opportunity to redefine your brand’s story and position yourself for future success. Embrace the potential of a fresh name that resonates, differentiates, and propels your business toward a brighter future.

Ready to start your next project?