A lesson in naming from Google
Louise Broad
Google set the wires on fire with the announcement of their restructure earlier this week. Alphabet is a textbook lesson in brand architecture but what naming lessons can we learn?
1. Change is good
Google have boldly shown us it's ok to change your name. If your brand name has lost its meaning, become misleading or doesn't reflect where your business is going, a well planned name change could get your brand back on track.
2. Customers will forgive you
It's only a name (gulp!) and if renaming your brand solves a problem, is backed by clear thinking and makes it easier for your customers, they'll probably thank you for it.
3. Ditch the .com
abc.xyz. Could it be more unconventional, which is exactly what Google stands for. If you can't get the .com for the name you love, don't let that be the reason to throw away a great name. Be open to different domain extensions, there are plenty to choose from and just like Google, you too might find a different extension that reflects your brand perfectly.
4. Google it
Make sure the name you're considering is legally available as a business name, domain and trademark. If you're not sure, get professional advice from a trademark attorney or naming company.
5. There's no such thing as bad press
Apparently. But just in case, be prepared. Reduce the risk and get a good story behind your name change, plan your response to any media buzz and you'll be in good shape to keep it a good news story.
6. Keep your house organised
Alphabet was designed to solve a fundamental change to the Google business structure. Don't overlook this essential planning step when establishing your brand. Spend time working out how you will structure the brands in your company; what naming system is right and how the brands will relate to each other.