Lessons Learned

March 2009

What’s In a Name?

A name change or even a simple evolution of your identity should be a carefully thought-out process. The development of a new name requires in-depth research to determine how it can best reflect the ultimate goals of the organization, its place in the field and the mandatories the new identity must possess.

Recently, the Los Angeles Community Design Center (LACDC), a leader in sustainable and financially viable affordable housing, approached us with an eye to its historical evolution and future growth – and requested our help in changing its name. The new name needed to incorporate the various aspects of the organization’s work – not only design, but also development, management and resident services – under one umbrella, embody a scope of investment that had expanded beyond Southern California, and stand out memorably in a crowd. To ensure success, we adhered to these very simple do’s and don’ts:

• DO get buy-in from stakeholders on the need for a change. It’s impossible to move forward with a name evolution when there is resistance to the process itself.
  
  
• DO establish the parameters up front. Understand why you need a name change and set guidelines and requirements for the name development. DON’T forget to consider: What is essential to the organization, and therefore to the new identity? What are your brand values, mission and objectives?
  
  
• DO remember your audience. Identify who your targets are and think about the other brands that populate their world. What appeals to them? What turns them off? How do they perceive your brand? Where can you fit in and make an impact?
  
  
• DON’T paint yourself into a corner. Flexibility is at the heart of any creative process, and branding is no different. While it is important to have specific parameters in place, try to let the creative process lead you to what might be an unexpected path. Some of the best ideas are born out of this process.
  
  
• DON’T stop at the logo. Now that you have a new name and you have developed a logo, here are some additional questions to ask. How do you introduce your new name to the world? What does your letterhead look like? … Your PowerPoint presentations and your Web site? How will you answer your phone? Consistency across all communications, internal and external, will ensure your brand resonates effectively with all your audiences.

Working closely with LACDC staff and board, we developed a new identity and name – Abode Communities. The name and logo embodies the mission of bringing affordable housing to families while projecting the warmth, accessibility and a flexibility that extends to the organization’s various services: Architecture, Development, Housing Services and Resident Services.

“We hired Hershey|Cause after an initial attempt at renaming our 40-year-old nonprofit organization was unsuccessful. They quickly built upon the branding work our team had already done, and took us through a collaborative and thoughtful process. The result was Abode Communities, a new name embraced by staff and Board Members alike, and one that accurately reflects the work we do today.

Not only did Hershey|Cause take us through the creative process of changing our name and producing an effective logo, but their strategic plan for launching the name publically was invaluable. Abode Communities was spectacularly unveiled at our 40th Anniversary Gala in 2008.”

Learn more about Abode Communities here.