Changing a company name is a tricky operation. The choice of reference, the story to convey, the sound, the slip of the tongue… The road is strewn with pitfalls for anyone wishing to adopt a new name. 7 tips to help you tackle this change with peace of mind.search for the perfect name: our 7 tips!
In this age of anglicisms, we no longer speak of name changes, but of naming. The first thing to know is that naming is a long-term process. Choosing a name may seem trivial, but making it your own can take longer than you think. Wilo offers 7 tips to help you get started.
PROPER OR COMMON NAME ?
In the market for law firms, and more generally in the liberal professions, the standard has always been to add the name or names of the founders. But with the proliferation of law firms, the choice of a proper name or initials can lead to confusion in the marketplace. Moreover, the departure of one of the founding partners can lead to a loss of value for the eponymous brand.
Conversely, the choice of a fancy name enables a brand to be established over the long term, creating a sense of belonging free from any physical personality.
Should we abandon family names for good? Not necessarily. In the case of a specialized boutique, for example, a family name reinforces the firm’s intuitu personae. A fundamental element in the case of boutiques.
SLEEK OR SOPHISTICATED ?
If you opt for a fancy name, the first thing to think about is the type of name you want. Do you want a short, uncluttered name that inspires clarity and efficiency, or a sophisticated name that inspires knowledge and complexity?
The target segment is a first clue to guide you in this choice. As a general rule, a short name is preferable, as it’s more easily assimilated by customers and the general public. From a practical point of view, imagine a customer typing in a nine-letter e-mail extension.
MEANING ABOVE ALL
This is THE challenge of naming. A fancy name is nothing without the meaning behind it. There are several reasons for this. First, the meaning of the name reflects the firm’s offer, practice or history. So be sure to choose a name that reflects the firm’s distinctive character.
Secondly, the meaning of the name creates a sense of belonging among the firm’s members. Those who know what’s behind the name: this is the first step in creating an inspiring story to tell internally.
There are a few classic sources of inspirational meaning. History is probably the most prolific: names of famous people, mythical places, monuments, objects, divinities, etc. A good pretext for dipping into a history book.
In the same vein, geography is just as prolific: names of valleys, winds, ocean currents… The possibilities are endless for anyone willing to open a book and their mind.
Foreign languages are another interesting vein, especially if you can get beyond English. (Cf. Point n°6)
But beware of slips of the tongue. A word too close to another can destroy the credibility of the name.
INPI IS YOUR FRIEND
Once you’ve chosen your reference, enter the name on INPI’s trademark service. For legal professions, choose class 45, relating to legal services. Don’t hesitate to enter some variants of the chosen name to make sure you can register it (O and AU; F and PH…).
Continue with a search on a standard search engine, associating the name of your profession with the possible variants.
It’s always a good idea to call in a CPI to secure the name that is to become a trademark.
THINK SEO
Web referencing is the lifeblood of any brand. To improve visibility, you can use the google keyword planner tool to see how much traffic a given word will generate.
The same applies to domain names: a quick visit to the OVH website will enable you to check the availability of the desired domain name.
NICHT VERSTANDEN
If your firm has an international dimension, be sure to choose a name that doesn’t have any nasty double meanings, and that is pronounceable in your target markets. Using English is the simplest solution in this case.
A SLOW DIGESTION
A final word of advice: love at first sight is rare. Very rare. A new name takes time to digest and assimilate. Many will be skeptical at first, then gradually adopt their new name. So be patient, and don’t reject a proposal on the spur of the moment.
