1. Discovery
First, we conduct an in-depth evaluation of your current name’s equity through workshops, staff roundtables and possible external research. Next, we define the objectives, challenges and goals to create clear and measurable naming criteria in order to establish consensus with stakeholders including the board and management.
2. Creation & Securing
We craft hundreds of names that align with the naming criteria while also exploring a range of approaches. You need a very experienced partner at this stage to perform preliminary trademark research, present the names and to make sure that the path to conducting the final trademark research by a trademark attorney goes smoothly.
3. Member Retention
Change is always concerning and can be unsettling for some. It is critical to develop a risk assessment of target audiences and create a communication plan. This plan will introduce and explain the changes, and what won’t be changing, so members will better understand and then embrace the change.
4. Logo & Standards
With selection and approval of a new name our highly creative and awarded design team will develop a new logo. Just like the wide range of names, we will present a spectrum of designs that embody the new name and brand attributes and then narrow and refine the design to the one that fits best. A Graphic Standards Manual is developed to ensure the integrity of the logo is maintained and related information is available to everyone.
5. Education & Launch
Internally, everyone needs to be on the same page, prepared and supportive for the introduction of the new name. Externally, the questions need to be answered before they are asked. With our vast experience we will customize a communication plan and key education materials to make sure your launch is smooth and synergizing. |
