How to change the company name and not lose customers

Combining a reputation earned over the years with a new name unknown to anyone is not an easy task. On the one hand, financial investments. On the other - the danger of losing customers. How to change the name without giving up market positions.

Do not undermine trust

Of course, renaming (change of name) is not rebranding (complete change of brand). If the logo and corporate identity remains recognizable, the task is simplified at times. The main thing here is not to undermine the trust of customers. To do this, you first need to convince them that a name change will not entail changes in the quality of the service or product that the company represents.

For this, as well as for the successful implementation of the new name, we need a serious communication company. All media will have to be activated: advertising, print media, television, radio, the Internet.

First was the name

But first, careful development of a new name is needed. For whatever reason the name of the company does not change, this is a great occasion to once again advertise yourself and a chance to make the work more effective. The main thing is not to miss this chance.

Renaming is not just a change of name and a new slogan. This is a whole campaign, which, in the end, will raise the business to a new level, increasing its effectiveness.

A new name will not be more successful than the old one if its choice does not take into account the needs of the target audience, methods of product positioning and market development trends. Renaming ideas can be any, but it is important to thoroughly research the market and the work of the company that needs to find a new name. And only marketing and strategic planning specialists can do this professionally. After collecting information, it is the turn of creators. Knowing the set of certain qualities for which consumers value a given brand, they can develop a new name so that it completely conveys information about these qualities to the consumer.

It is important to analyze all the semantic meanings of the chosen name, to do its phonosemantic analysis. After all, it is scientifically proven - certain combinations of sounds cause certain associations in people - from sadness to joy.