Rebranding: The Name

 This is the fourth installment in our story about the rebranding of our business. Check out parts One, Two and Three.

What’s in a name? Well, quite a lot actually.

Choosing a business name is a critical component in any branding or rebranding process and it’s one that can really cause you problems if you don’t get it right.

We knew we wanted to change our business name to something more representative of what we do. We also wanted our name to be easy to remember and to be available as a username on all the major social networks. It goes without saying (but we’ll say it anyway!) that our new name had to be available as a domain name too.

Getting all of that into one business name was going to be quite a tall order.

To start with we needed to figure out what we didn’t want to use. No mention of PLR in the name, and no reference to coaches. We also decided not to use trainer or training or marketing in the name.

We did deliberate for some time about using marketing in the name but in the end decided against it because, although we’re very active marketers, it just didn’t work for us. We decided not to use business either.

After a lot of deliberation it came down to the fact that we’re all about content.

That’s what we do. So content needed to be part of the new name for sure. And then we needed another word to go with it.

We brainstormed and then brainstormed some more. We wanted something which also had a hint of emotion… of inspiration… of achievement. We wanted something dynamic and memorable, something that would reflect our professionalism. Something that would inspire us and that reflected our core values.

These are some of the words we came up with in our brainstorming sessions. We brainstormed for hours. Days even. We ruled nothing out, knowing that one word would lead to another and another, which would eventually lead to the exact word we were looking for.

• Results
• Learning
• Mindful
• Authority
• Crafted
• Savvy
• Express
• Turnkey
• Leap
• Leads
• Generation
• Teaching
• Training
• Education
• Targeted
• Essential
• Effective
• Solutions
• Growth
• Success
• Inspiration

It was that last one that was the key. It prompted new directions such as associations with light – light being a metaphor for success and positive directions. More brainstorming using light led to beacons, flashes, blazes and, finally, sparks. You might call it a spark of inspiration.

Surprisingly, and happily for us, ContentSparks was available as a domain name and as a username in all the major social networks. It had all the elements in a name that we had been looking for and we snapped it up immediately.

In the next post, we’ll reveal how our new name influenced our visual branding, and in particular, how our new branding vision affected our logo design.