As simple a change as we're making, however, we have once again learned that change is seldom simple.
We have modified our name before, but that was prior the rise of online marketing and social media. As we sat down to plot out our current communication plan, we created an exhaustive list not only of all of our key constituents (clients, prospects, vendors, partners, social media contacts, press, institutions) but all of the things we needed to modify to reflect the change. It was somewhat breathtaking, and we ended up with a team of five spending many of their working hours over a six-week period managing this arduous process.
We thought it might be helpful to share with you a list of the things we had to address. Feel free to use this list and share with others that may find themselves facing a name change. And if you have thoughts about something we may have missed, please add your comments. We would hate to overlook anything.
Email signatures (desktop, mobile and remote login)
Online directories & maps
Company social media handles, names, descriptions & images
Individual social media handles, names, descriptions & images
Website & software logins
Software packages & internal tools
Internal templates & forms
Financial documents & accounts
Insurance documents & accounts
What didn't we think of?
Steve McKee is president of McKee Wallwork + Company, and author of When Growth Stalls and Power Branding. A marketing strategist for nearly three decades, Steve has been published or quoted in many top news outlets and industry publications, and writes a monthly marketing column for Businessweek.com.