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What's in a brand name?

Take a moment, and think about a brand you know and love. It’s likely the first thing that comes to mind is its name. The name of a company is one of its single most identifying features. So, what happens when a company decides to change their name?

At the beginning of this year, leading planning and environmental consultancy firm, 4Sight Consulting did just this. Formally known as Andrew Stewart, 4Sight approached Aamplify with the desire to rebrand. The company could no longer relate to the look and feel of their brand, and the name was a big part of this.

But what’s in a name? The name of a company speaks to many things. It’s your business’ first impression, creating a connection with people and conveying character, meaning and with time, reputation. For example, when you think of the name ‘Google’, what comes to mind? For me it’s words like ‘search’, ‘innovation’, ‘fun’ and ‘success’.

Your business has a story to tell, and its name is a big part of that. However it’s not enough to merely change the name of your company, and call that a day’s work. Rebranding is about taking your organization’s story and finding a more effective way to communicate it – whether that is verbally, visually, digitally, or all of the above. There’s no point changing a brand name if it doesn’t improve on the ability of your company to tell their story. As the old saying goes, if it ain’t broke, don’t fix it, and if it is broke, don’t make things worse with another meaningless brand name. Or something like that…

It’s one thing to recognize the importance of a name, but finding one that has a URL available is a different matter entirely. In today’s digital age, having an online presence for your business is a no-brainer, but when virtually every snappy 4-letter word in the English dictionary is snatched up, finding a name that can be used online is no small task.

How then, are company names of this century expected to compete with the likes of Coke, Apple or Unilever? Well, what about Airbnb? Or Dropbox? Even Snapchat? What do all these companies have in common? Well, aside from a name-length greater than 4 letters, they are all household known. Great company names are still achievable, but it’s a creative process. You’re unlikely to have a lightning bolt moment as you step out of the shower. You have to think smarter – it’s more than just “What does my company do?” Think about what value you provide, how you want to make your customers feel, the experience you’re creating, and how your company name could reflect this.

In 4Sight’s case, the company had built a reputation of delivering high quality, specialist services, and they had no intention of altering their core value proposition. But the business wasn’t the same as when it was founded either, and their brand name needed to reflect the growth and experience the company had gained in the last 14 years.

Aamplify underwent branding work with 4Sight over a period of 12 months. Not only was a new name selected, but an entirely new set of brand guidelines was created for the company going forward as well. To read more about 4Sight’s rebranding process, check out their case study here.

Looking to rebrand? Get in touch!

Monique Lees

Monique uses her wild imagination and infectious excitability to bring clients' stories to life online.