WHO WE ARE

Article

[wpbread]
HOW WE DO IT
3D Engagement Model
Elevating client experiences with Pariveda’s 3D Engagement Model

Go beyond traditional delivery with a multi-layered, phased approach that ensures measurable, sustainable value aligned with your goals—experience the difference.

INDUSTRIES
Building better healthcare outcomes, together

At Pariveda, we bring thought leadership to all healthcare industry challenges. Leveraging the benefits of advanced, emerging technologies and fresh perspectives….

INSIGHTS
CAREERS

Choose a career that makes a difference

Perspective

Should you rename your business? Key considerations before making the leap 

Make an informed decision about whether renaming your business is the right move for your strategy and brand.

AT A GLANCE

  • Renaming your business is a significant decision that should be driven by clear strategic needs, not just a desire for change. 
  • Keeping your current name may be the better option when timing, resources, or brand equity are at risk. 
  • There are times when a name change is necessary, including reputational concerns, mergers, or shifts in business focus. 

Renaming a business is a major strategic decision—one that requires careful consideration, as well as a methodical approach to ensure success. While a name change can be necessary to achieve your strategic objectives, it also comes with risks, costs, and complexities and should only be done when there’s a compelling business case. 

Sometimes, the best decision is not to rename at all. Here’s how to evaluate both sides of the equation. 

Why you should keep your name 

Changing a company name is a significant investment, with potential impacts on brand equity, customer relationships, and operational resources. In many cases, retaining an existing name is the best course of action unless there is a compelling reason to change. 

Here are key reasons to keep your name: 

Not enough time to transfer brand equity 

Over time, a name accrues value in the form of trust, awareness, and recognition. Changing it should involve efforts to translate that equity over to a new name, which can be costly and time-consuming. If you’re approaching an exit event (new investors, IPO, etc.) in less than 18 months, you may not have time for the market to catch on to the change. 

Budgets are too tight 

A name change is not just about updating a logo or website; it has significant downstream implications such as updating marketing materials, signage, legal documents, and even hidden things like voicemail. The financial and logistical burden should be weighed against the potential benefits. 

Not ready for disruption and change management 

Customers and employees alike form attachments to a company’s name. Without proper care and a thoughtful transition plan, a name change can lead to confusion, lost brand recognition, and resistance from internal and external stakeholders who don’t understand the change or what it means for them. 

Why you should change your name 

While continuity is valuable, there are circumstances where renaming is not only justifiable but necessary. 

Here are common reasons businesses opt for a new name: 

Reputational management and rebuilding trust

 When a company faces reputational damage—whether due to leadership scandals, industry-wide shifts, or cultural sensitivity issues—a new name can help create distance from negative associations. However, this must be accompanied by real change, as audiences can quickly detect superficial rebranding efforts. 

Significant mergers and acquisitions

 In cases of mergers, particularly mergers of equals, a name change may be essential to reframe the combined capabilities of the organization to the market and project a unified vision internally. A new name promotes a sense of shared identity and reduces the influence of outdated brand loyalties that could hinder progress. 

The business has outgrown its old name

 As businesses evolve, their original name may no longer align with their offerings, audience, or market positioning. One of our former clients, originally named ‘PC Helps,’ faced challenges securing clients outside of traditional desktop support. Through our renaming process, they became ‘Vitalyst,’ a name that better captured their broader focus on productivity solutions across all devices and platforms. 

Corporate carve-outs

When a company spins off a division or product into an independent business, the new entity cannot continue using the parent company’s name. A fresh identity ensures clarity and differentiation in the marketplace. 

Choosing the right name 

Whether you’re weighing the pros and cons of a name change or gearing up for a rebrand, the key is alignment with business strategy. If you decide that a new name is warranted, doing it right matters—and that means following a clear, thoughtful process

If you’re considering a name change and need guidance, our team specializes in strategic renaming and rebranding for B2B organizations. Let’s talk

Stephen Strigle Profile Picture
By Stephen Strigle
Principal - Sustena
Stephen is an experienced brand strategist with over a decade of expertise in brand research, repositioning, and messaging, helping companies craft differentiated identities and drive market success, including leading rebranding efforts that contributed to high-value acquisitions.
By Jillian Haynes
Manager - Sustena
As Sustena’s Senior Director, Creative Services, Jillian’s brand work spans strategy, project management, visual brand development, and implementation.

Related specialties

Industry

hide

SERVICE​

Brand Architecture

Brand Architecture
We work with you to determine how to make the right changes to your brand architecture to align your business and offerings with the needs and understanding of your customers and employees.

Let’s create something great together

Looking️ for️ a️ team️ to️ help️ you️ solve️ a️ complex️ problem?️