Looking to re-brand our 11 year old (long & geo specific) physical therapy practice name to one that is shorter, easier to pronounce and less geo specific. Thought is to make it more brandable as well as expandable to other areas besides improving the exit value in future. Current name is similar to 'Dayton Physical Therapy Associates' (actual city name replaced with Dayton) and it appears on top of local area search results organically. Is re-naming worth the effort in this case for the good reasons stated above?
I believe this is not the fact, you see, brands are usually based on trust, once the trust of the customers is established no matter how many times you change the name of the brand, it hardly matters. Take for example “Hindustan Lever” it changed its name to “Unilever.” Did its customer base shift? No not at all! The identity of the brand is shaped by the attributes that its target audience perceives and is a basic element in defining its personality. The attributes must be clear and well defined.
Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath
Answered a year ago