Naming Process

Develop a New Name for Your Organization

So your organization needs a new name, or you think it might. Developing a new name is not as easy as it sounds. It requires a process that works, the ability to think creatively, and an understanding of how to introduce change in an organization.

Red Rooster Group has been helping organizations with their brand development challenges for more than a decade. Put our experience to work for you.

Here’s how we approach your organizational naming.

PHASE 1: RESEARCH

The process starts with understanding what the organizational name needs to accomplish. That takes research to uncover whether your mission is accurate, your vision is clear and inspiring, and what perceptions people have of your organization. We also look at similar organizations to determine how to best stake our a differentiated leadership position for your organization.

1. Brand Review

We will review your organizationâ€™s mission, website,Â marketing and fundraising materials and strategic documentsÂ to assess how your organization sees itself, the language it uses, and uncover its strengths and weaknesses.

2. Interviews

We will interview a number of people including staff, board, donors and partners to gain an understanding of how your organization is perceived, its vision for the future,Â and feelings and issues around a name change. The interviews also serve to shore up staff support for branding initiative.

3. Analysis

This stage is where the information is reviewed, analyzed and synthesized into meaningful messages and naming criteria to drive the process forward.

Learn more about our Market Research Process

Should you change your name?

PHASE 2: NAME DEVELOPMENT

During this stage, we will make recommendations for names and taglines based on the research conducted. The process balances the creative act of generating thoughtful names with the strategic role of assessing the nameâ€™s utility.

1. Conceptual Buckets

To start the process, we develop conceptual categories specific to your organization.Â Each category addresses a specific attribute unique to your naming situation.

2. Initial List

We will generate a range of names for initial consideration based on the conceptual buckets and naming criteria established in the Research Phase.

3. Review

We will review this list with you to discuss the pros and cons of these names. At this stage, we refine the criteria and narrow the selection of names.

4. Shortlist and Taglines

We will refine the list of existing names and explore other options in the indicated directions. We may also generate tagline ideas as a basis for evaluating names. At this stage, we review the availability of names on the short list.

5. Confirm URL Availability

We will review the names with the client, help to rank the top names, and check the availability of appropriate URLs.

6. Field-Test

We will review this list with you, edit the list to generate top names, and explore potential conflicts with other organizations. Once we have a shortlist of usable names, we will get feedback from staff, members and other constituents. Field testing can include interviews, focus groups, or surveys to test the viability of specific names or gain additional feedback on names.

7. Decide on Final Name

This step includes refining the tagline and URL, and deciding on the final name. Depending upon the nature of the organization, the steps in the naming process may be repeated (such as generating additional rounds of names, or conducting additional research), in order to satisfy the client’s requirements.

Nonprofit Naming Considerations Checklist

Types of Nonprofit Names

PHASE 3: BRAND LAUNCH

There are two aspects to successfully rolling out a new brand: internal and external. Red Rooster Group would work with your staff on both phases to ensure a smooth transition.

Internal

Managing the launch internally means ensuring that all staff is aware of the name and knows its meaning and proper usage. A new logo may be created for the organization as the next step in this process, followed by a Brand Manual that includes guidelines for use of the organizational identity. Training my also be required to ensure knowledge of the brand standards.

Services for the internal launch may include:

Development of organizational visual identity and band manual.
Email or printed announcement to staff.
Staff training.

External

The external launch includes a thoughtful plan of communicating to various constituents in the appropriate method and sequence.

Announcement to key donors, supporter, members and partners.
Messaging on your new website and in your publications.
Announcements in appropriate sector publications and websites.
Promotional or publicity in nonprofit media.

Nonprofit Naming Articles