Question

Topic: Taglines/Names

New Name Or Create A Sub Brand Or Name?

Posted by Anonymous on 10/29/2011 at 3:28 PM ET 125 Points
Over 10 years ago we started our business selling glassblowing equipment and supplies to glassblowers. Our name is Hobby Glass. But we changed the nature of our business 6+ years ago. We no longer sell any supplies or such, we now have our own glassblowers making our own products we sell to retailers and other wholesalers. Our products do not have our name on them so the end user does not know its a Hobby Glass product.

I wanted to change the name to reflect the industry i'm in better since we have nothing to do with hobbies anymore. We have worked hard to make Hobby Glass a good name with our customers.

So, do I completely reboot the company name in hopes of creating an awareness and loyalty with the final end user.

Or do I do something like "Hobby Glass presents 'New Name'" or "New name by Hobby Glass"

I want to make all future logos and name branding on the products to reflect the new name. So people will walk in to a retailer asking for my products by the name. My current name does not really fit my industry. We sell glass tobacco products and need a name to fit the industry and appeal to those who buy glass tobacco products.

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RESPONSES

  • Posted by mgoodman on 10/29/2011 at 4:57 PM Accepted
    Your name needs to be specific to your target audience and the benefit you provide for them. Based on what you've told us, that means you need a new name.

    If you worry that there's a give-up in the equity of Hobby Glass, and that your customers might be confused, you can certainly include a small reference to "... by Hobby Glass" for 9-12 months. But the emphasis should clearly be on the new name. And after a year or so you should drop the reference to Hobby Glass.

    The rule of thumb is that the name should always be specific to the target audience and the positioning benefit. And in your case, there isn't much relevance for the old name among your new/current audience.
  • Posted by Peter (henna gaijin) on 10/31/2011 at 7:17 PM Member
    I do agree that Hobby Glass may not be the best name for your current business model. The "hobby" in their does not sound like professions making the product.

    Is there a current value to your name with your customers? That is something to check, as that will tell you how much you can change it or whether you need to transition it.

    Something to keep in mind - it is possible some of you customers value not having any name on their. Do you know what your customers are doing with the product? be good to check to make sure you adding your name to it doesn''t impact their use of it
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