Malaysia Airlines. By now, a household name, but unfortunately for this brand recent headlines have done little to boost business. In light of the two tragedies involving Malaysia Airlines flights in 2014, discussions are taking place regarding the future of the air travel brand with talk of rebranding and renaming. Hugh Dunleavy, commercial director at Malaysia Airlines, remains optimistic, seeing an opportunity to reshape the business and assuring the public that the airline will “emerge stronger”.


Whilst we don’t expect your business to be dealing with such hardship right now, you too may be considering renaming in an attempt to enhance your competitive position in the marketplace. It’s a big decision to make, so how do you know when it’s time to rename your brand?


Your name has been tarnished. If your brand’s name, for whatever reason, leaves a nasty taste in the customer’s mouth, it’s probably worth reevaluating firstly your brand offering, and then reworking how you market yourself and under what name.


Your name doesn’t stand out in your market. The name of your company is, in essence, the face of your brand. The last thing you want is for your face to be lost in the crowd of competitors. Your name should be memorable, recognisable and reflective of your brand’s personality.


No one can say it. If no one can say your name, they’re not going to say it. Simple. Intuitive pronunciation is key.


Your offering has changed. If your brand is no longer … the same brand, it’s an obvious cue to consider rebranding. Customer loyalty is, in part, based on the experience of “what you see is what you get”. Don’t mislead your audience – if you’re giving them something different, show them something different.


Mergers and acquisitions. A classic opportunity to rename your brand is when two (or more) companies merge to become one. A rebranding push provides the ideal occasion to present a new face for a new business both internally and to the external world.


Your current name is notably rubbish. Nothing to be embarrassed about, many hugely successful brands will hold their hands up and admit to having changed their name in the early days because their first attempt was … poor to average (to be kind). Google wasn’t always Google (anyone ever heard of ‘BackRub’?). Nike wasn’t always Nike (‘Blue Ribbon Sports’ didn’t quite roll off the tongue).


We’re not promising to take you from a nothing to a Nike, but our design guys can certainly help out if your brand is looking to reinvent itself and consider a new name. Drop us a line and we’ll have a chat.
By Angharad Edwards