3 good reasons to change your company name

A company name is the heart of your brand identity. Since most first impressions are made through word of mouth, it’s best to have a name that people remember.

So, why would a company change its name?

If you feel your current name is holding you back, it might be time to consider a change. Sure, it’s a bold move—but it can also pay off big time. Here are three good reasons to leap.

1. To support your growth

Some names work great for a startup but become limiting as the business grows. Location-based names are a classic example. “Construction Lasalle” may have worked well at the start, but as soon as the company expands, it becomes harder to justify its existence. Kentucky Fried Chicken faced a similar challenge and addressed it by expanding internationally under the KFC acronym, thereby distancing itself from its regional identity.

Our tip: Use your location in your copy and SEO metadata instead. Google Business Profile will be your best friend for local visibility!

2. To reflect the evolution of your services

A name that’s too specific or too descriptive might no longer fit your offering as your business evolves. “Sound of Music” was an excellent name for an audio equipment retailer—until the company diversified. That’s when it became Best Buy. On the flip side, a name that’s too broad can work against a company known for a specific niche.
Our tip: Consider where your business is headed over the next few years before choosing a name.

3. To refresh your brand equity

Sometimes a name change is about turning the page. Perhaps your reputation has suffered a setback. Maybe the name just feels outdated. Rebranding can bring new energy to the business. For newer companies, the name can make or break your reputation. If it’s not serving you well, it’s better to pivot early. Imagine if Yahoo! had kept its original name: Jerry and David’s Guide to the World Wide Web.

Our tip: Pick a name that’s short, easy to pronounce in both English and French—and that gives you a spark of excitement.

A brand image will evolve multiple times throughout a company’s lifespan. But a complete name change? That’s rare. Unlike a logo refresh or rebrand, a name change requires careful consideration before proceeding.

How do I change my business name in the province of Quebec?

The legal process to update your name with the enterprise registrar

If your business is incorporated in Quebec, you can file the name change online through the Registraire des entreprises.
Updating the articles of a business corporation isn’t as complicated as it sounds, but it’s always a good idea to get legal advice to make sure your new name meets all current legal requirements.

In Quebec, your business name must:

• Avoid confusion with other names
• Not be immoral, obscene, or offensive
• Comply with the Charter of the French Language
• Clearly indicate your legal structure

Federal corporations must also update their trade name with Corporations Canada.

If you operate outside Quebec, refer to your provincial guidelines for the legal name change process.

The marketing strategy is to leave your old name behind and make an impact

Keep in mind: changing your name is about more than filling out a form. The marketing side of this process is just as crucial—and often more complex. Here’s what to consider:
Strategic Alignment: Does this name change align with your long-term strategy and goals?

• Strategic reflection: Is this name change aligned with the company’s long-term strategy and objectives?
• Market positioning: Does the new name reflect the desired brand image and the perception the company wants to convey?
• Brand identity: What impact will the name change have on the existing brand identity (logo, tagline, colors, typography, etc.)? How will the target audience perceive it? How will changing the business name affect brand recognition?
• Communication and transition: How will customers, employees, and partners be informed about the name change? Will the planned communication strategy ensure a smooth transition?
• Costs and resources: Have the costs associated with brand launch, rebranding, and required updates to marketing materials (both print and digital) been accounted for?
• Online domains and digital presence: Is the new domain name available? How might this change affect the company’s SEO? What steps need to be taken to remove the old name from all company channels?

To retain your customers and protect your reputation, you’ll need a solid launch plan. A name change of this magnitude calls for expertise. Thinking of leaping? Our team’s here to help!