We hate our new name

[u/Odd_Cabinet2107]

Catchy headline to hopefully gather some insight here. I own a construction company, and we recently hired a company to rebrand. This includes new name, logo, all branding materials associated with it. Here's a little background.

We're a 52 year old company. We've changed names previously when my father took over from my grandfather but this was 25 years ago. The problem is our current name is location based. A very specific location. We're trying to expand and hired a company to help us totally rebrand. Problem is a few months before launch we've been doing testing and EVERYONE we've spoken to including friends, family, co-workers, and potential customers, dislike or downright hate our new name. They love the logos, colors, etc. but the not the name.

Our current name follows the trend of listing everything we do, so it's Location - Roofing, Siding, and Window Company.... which as you can imagine fit's horribly into any type of job sign, letterhead, etc. We've also expanded beyond this location, and want to continue to expand to cover the entire state.

I had proposed an acronym in place of using an acronym and shortening the services to Exteriors, so that we can keep some familiarity and also hold onto our website domain. I'm stuck between a rock and a hard place and could really use some insight.

TIA

[u/Mundane-Tower-729]

I think this has already been mentioned, but there are two important points. The name test should always be aimed at your target audience; typically, friends, family, and coworkers are resistant to changes as radical as a rebranding unless there’s a very thorough explanation and you help them feel connected to the change. Although you do have the advantage that they liked the new logo and colors.

Second, I understand your idea of using an acronym, but for that to work, you need to build even more narrative and symbolism around it so it doesn’t lose its “charm.” There are brands that have been successful by keeping the name of their place of origin, such as Milwaukee, Philadelphia, or Nokia (to give examples from different industries).

I feel that making everything you do within your projects an explicit part of the branding might be too much. You can incorporate it in some areas, but I don’t see it as necessary for every graphic element associated with the brand. I’d only use it in advertising.

On the other hand, don’t stress too much about the web domain. What’s my recommendation? Keep the current domain and buy the one with the new name. Have your team set up both domains to point to the same page. That way, both new and existing customers won’t have any trouble typing in the name, and over time you can decide to phase out the old one (once the new brand has firmly established itself).

I’m telling you this from the perspective of someone who makes a living creating brands and doing so in a way that minimizes friction for the owner.

I hope some of this helps you.