Article: 7 Tips for Naming (or Re-Naming) Your Company

When I joined the company formerly known as YouSendIt as CMO in 2012, we had a major marketing challenge in front of us: stay with a name that the company had already outgrown or re-name and cast aside nine years of brand equity. We chose the latter.

A year after we took the leap and becameHightail, it’s interesting to look back and see what lessons I can pass on to other businesses — not only those thinking about a rebrand but startups looking for a good name.

Too often entrepreneurs — especially in tech — treat a name as an afterthought, absent-mindedly settling on either a descriptive mouthful, something whimsical or just using a product name rather than an actual brand name.

Related: Growing Your Business When You Can’t Trademark Your Name

Having lived through the unavoidable pain of a rebrand, I know how important it is to get your name right. So, here are seven tips for naming (or, if necessary, re-naming) your business.

Follow the link for the tips;

https://www.entrepreneur.com/article/236203