If your business is expanding and you have started to offer additional services, some business owners feel their current company name will not be sufficient to communicate what they do. This makes them want to change the company name so it better reflects the new services too and not just the original offerings.
I myself have done this several times in my career, bringing me to the current brand name -Client Attraction. Shifting your branding may become necessary at some point in your business’s development. The key is not to confuse your current clients with this change since you don’t want to lose or alienate them.
You can completely change the name or modify it depending on the direction your company takes. Either way you go, I want to share three steps that will help you make your name change smoothly.
1. The Simple Solution
Choose a new URL and direct all traffic from this new web address to your old website. Or if they type in the old name it can redirect to the new site. This is a common practice and it’s your choice. To help visitors understand what has happened, you position your new name at the top and then underneath you can write “formerly” with the old name. This way, your current clients can see both the old and new names so they don’t feel like they made a mistake ending up at the wrong website.
2. Video Explanation
If you have added services or modified your offerings, a video can be useful for describing the changes. Say something like, “We used to offer this, and now we’re doing this because the demand has been there. So don’t be alarmed if you’re looking for our old name. we’re still the same people, just doing even bigger and better things.” That positive spin and explanation will help to assure clients that everything is fine and even better than what they know from before.
3. Ezine Announcement
You can give everyone on your list a preview of what is to come to help people get used to the idea of your new company name in your ezine. This keeps your current clients and contacts informed about the changes your company is going through.
4. Snail Mail Announcement
In addition, you may have certain important clients that you’ll want to inform in a more personal manner. Writing a letter or sending a card can help ensure that these VIPs know ahead of time about the changes and that they will not be negatively impacted by them. This not only can help to avoid confusion later, but also lets your VIPs know how much you value them by being the “first to know”.
Name changes can be tricky, but if you follow these four steps, your current client base and contacts will be comforted for a smooth transition.
Your Client Attraction Assignment
Are you thinking of a name change? Be sure to make a plan for how you will implement the change with the least amount of disruption, while notifying your contacts and clients.