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From a branding perspective, is the name of your company important or is it a non-factor? And, if it is important, than does your company’s name reflect the image that you want to, need to, present to prospects?

While I certainly do realize that tradition is important (and I, myself, am quite nostalgic) and, like you, understand that your “customers” know who you are, know what you offer, and know how you go about your work – growing a company requires one to attract new business – I’m talking about firms referred to as “prospects”, people you do not do business with, but would like to.

Prospects do not know who you are. Their first impression of you will come from the name of your company. Does the name of your company create the perception, in the minds of prospects, that you are the company they should choose to do business with? Or, does it create the perception that you are stuck back in the 80’s, 70’s, or worse, the 60’s or 50’s?

My mom used to say “you can’t judge a book by its cover.” But, while that may well-apply to dating, I certainly don’t think that statement applies to branding and perception.

When’s the last time you gave some though to rebranding, changing the name of your reprographics company?