When healthcare, behavioral health, affordable housing, food shelf, or other community-based organizations addressing social determinants of health decide to rebrand, part of the process may include a name change. Reasons to do so vary – it could be that the mission or vision of the organization has evolved, its services or products have expanded or changed, it’s merging with another organization and the parties desire a new name for the merged entity, and the list goes on.
The process for a name exploration can take many forms, depending on the culture and type of organization (e.g., is the organization generally collaborative in its decision-making on major matters or does it take more of a top-down approach), budget (if using an outside agency) and deadline. There are some basic steps, however, that should be incorporated in any name exploration. Here is a list of things you may want to consider to ensure a successful process.
A rebrand, involving a name change or otherwise, is exciting and provides an opportunity to align values, refine positioning, clarify direction, and inspire employee engagement. But, it does require walking a fine line between attaining your goals and getting buy-in. A productive and successful process demands collaboration. Yet, at the end of the day, it can’t be a democratic process to be truly effective. Paraphrasing Abraham Lincoln – “You can please some of the people all the time, and all of the people some of the time, but you can’t please all of the people all of the time.”
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