So 10 years ago, I started this small company. Instead of registering a new name, I simply recycled the name of a previous inactive small company i had registered. I figured the name was generic enough (think ABC Company), I’d save a few bucks, and my market is soooo narrow that the name didn’t seem to really matter that much.

I 'm moving to another state, and have the opportunity to change the company name to reflect our activities. We have global clients (60+ % is export) , we are known in this very,very niche B2B market. I think I can keep the ABC company’s website up for about a year or two,letting previous clients know about the name change (mass email will also be sent).

I’m having real trouble quantifying the potential business loss due to the name change. I understand the loss won’t be that consequential, but if anyone has tips, I’m all ears…

  • TheMountainHobbit@alien.topBEnglish
    1·
    1 year ago

    The big brains on wallstreet, estimate the name change from twitter -> X erased $4bn of the companies value. I’m sure that takes into account that no one missed the transition or didn’t hear about it.

    I think a rebrand can rightfully trigger a lot of questions either voiced or unvoiced in customers minds that may not be good for your business. Is it under new ownership? Did they sell out to a bigger company? Why did they rebrand are they in trouble? Should I look into other suppliers? Then customers may wonder if quality or service has changed, which may bring undeserved scrutiny/pickiness.

    I would say it’s not worth it, if you have good brand recognition and reputation keep it. I took over an existing business and don’t care much for the name but I’m sticking with it, because we have customers that have been using us for years, and it has a good reputation in our niche.

  • terpischore761@alien.topBEnglish
    1·
    1 year ago

    Go for it. Spread it out over at least 4-6 months, longer if needed.

    I would recommend hiring a good SEO to make sure you don’t lose too much search volume after the switch. You’ll have a drop, but a good SEO plan will reverse it within a month.

    Update your invoice now to have both names. You can put it in either the heading or in the footer.

    Send out an email blast to your current customers so they know it’s coming.

  • Qualmond@alien.topBEnglish
    1·
    1 year ago

    You can file for a fictitious name. It changes what you’re called publicly but might be less paperwork and less of a hassle

    • Quack_Shot@alien.topBEnglish
      1·
      1 year ago

      This ^

      The last corporate name change I had to do for a client took 1.5 years to complete with the IRS.