Considering a rebrand to your organization?
When it comes to naming or renaming your organization, it’s easy to feel the weight of the decision. A name is often the first impression, a lasting one that will shape how people view your brand. Whether you’re starting fresh or considering a rebrand, two primary approaches can help guide the process:
1. Mission-Driven Names
A literal, mission-driven name directly reflects what your organization does or represents. It communicates the core mission, making it easier for people to quickly understand your organization’s purpose and values.
When to Consider a Mission-Driven Name
- These types of names are straightforward, allowing you to communicate your organization’s focus immediately.
- A name that aligns with your mission can build credibility and trust with those you serve, making it clear that your organization is committed to a specific purpose.
- When your name reflects what you do, it makes your marketing efforts easier because you spend less time explaining.
Example of a Mission-Driven Name
Feeding America directly connects people to its mission of alleviating hunger, making the organization’s purpose easy to understand and support.
2. Aspirational Names
Aspirational names, in contrast, focus on the impact or feeling your organization wants to evoke rather than directly describing what it does. These names are often more abstract, encouraging people to think about the broader vision or inspiration behind the brand.
When to Consider an Aspirational Name
- These types of names allow for growth and evolution, which can be especially useful for organizations that anticipate expanding their scope or services over time.
- Aspirational names tend to evoke feelings and inspiration, fostering a strong emotional connection, where people can begin to see themselves as part of your cause.
- To help your organization stand out and create a memorable identity that people are drawn to.
Example of an Aspirational Name
Imprints of Honor (formerly Veterans Heritage Project) inspires thoughts of lasting legacy, honor, and respect. It doesn’t directly say what the organization does but conveys the impact it makes on students and veterans alike.
The right name has the power not only to define your organization but to inspire others to be part of its mission.
