Whether or Not to Rename Your Brand

Picture this: It’s early 2020, and I’m running a design business called C.E. Studios – named after my initials because I hadn’t wanted to take the time to figure out a clever name or brand strategy of my own when I’d started out a few years earlier.

I knew my business was growing out of having my name on it, but I wasn’t sure why yet.
And I got *THIS CLOSE* to re-naming it on a whim, to… Speckle & Co.

Simply because I liked the word “speckle”, but y’all, I was sold on it. (I mean, I bought the domain and everything.)

And thank the stars, my entrepreneurial marketing maven of a mama got me to stop and pause before I hitched my horse to that wagon.

Because while that renaming wouldn’t have been inherently wrong, it definitely wouldn’t have served me well.

There are a slew of reasons why, but the biggest one was because there was no strategy behind it.
No plan. No goals. No clarity around what I wanted to achieve with that shift.

Once I recognized that, I decided to wait and to seek out clarity through the work itself – and I’m so glad I did.

Business owners ask me all the time whether their business should be named after them, or if their name should be more general. And sometimes, there are solid objective reasons for going one way or the other.

But my typical answer is:
Be patient, and wait for more clarity.

I know that’s not a sexy answer. But if it isn’t obvious to you whether you need to rename or not, then chances are it’s not necessary – yet. When it’s time to rename, you’ll know. And you’ll probably know why – which will make the decision MUCH easier. 👌🏼

Have you ever thought about renaming your business? If so, what has that process been like – whether you ultimately decided to rename or not?