I want to change the company name, from Gone Native Translations to Gone Native Language Services. Good idea?
If I want to change the company name, from Gone Native Translations to Gone Native Language Services, (or similar), to reflect a changed approach, would I have to start name-building all over?
Presently I am delivering more writing services (ghost writing), and less translations. The word Translation in the name seems to limit the offered service.
Try Gone Native Linguistics ! The shorter the name...the easier it is for the people to remember
With everyone on this the shorter the better. IE the Name "Gone Native" then you need a tag line. something catching not just what you do but something that catches the mind like "ghosting the world". make them ask what you do. that is the secret. When people get curious then you will find your customers. for sure it is not McDonald's Hamburger and Soda Stand. But McDonald's over 1,000,000 served. curiosity
The "Gone Native" is the core uniqueness of your branding. I would suggest working on the sub-title to reflect what you are offering.
Mmm, even the new suggestion is a bit of a mouthful! When I googled your company I got; translatorsCafe´.com and your name but your question on Mosaic was higher in the search. This indicates that your current branding is not strong. I am Interested to know your current url?
I note that www.gogowriting.com is for sale (go ghost!)
Also www.gonatwritng.com ( Go Native!)
Or even www.kruissenservices.com - The Language Professionals?
A simple question, do you have valid proof that will solve your problem or increase sales or will it confuse your current customer base.
Why not just change it to Gone Native Communications? Wouldn't that fit the bill?
it sounds more professional and is a lot more descriptive
or how about
professional writing and translation services PWTS it is catchy
You might want to check wordtracker and do a little keyword research and pick a name that best fits what your consumer uses when searching for your services.
Don't change the name Marinus.. You are doing what the word means. Language services is simply a description that leads to a question in the mind of the hearer./viewer.My question generated by your current name is between what languages? In my view your primary keyword for search engines should be translation. The secondary, if you provide the service should be interpreter which requires instantaneous translation.
The specificity of Translation makes it powerful. Gone Native provides a description that says you are anchored in the culture but come from elsewhere. If I'm from elsewhere I'm interested in your services.
Is the name change worth the cost of the change? New business cards, letterheads, brochures, media kits and everything else with a name attached? In most cases not. You can do the same with announcement PR pieces talking about the new services, advantages, etc. Also one new brochure instead of replacing the 3 or more you have now. I would think hard before making the change.
The name of the company should be short and clear. You don't have to listed your services in your company identity and name. You should find powerful words that describe your creative services. It could be symbol from ancient mythology connect to knowledge and creativity. Think about it. Read more about and look outside the box. Long name of the company, and so many words make people confuse and more then want to use your services.
I have been in the localization industry for the past 13 years and went through a company name change at my last company so I'd be happy to offer you some suggestions based on my experience.
If the purpose of the name change is to not limit yourself solely to translation then yes I think it would make sense to make a change. Before deciding on a name, I would evaluate multiple options, check in with customers as others have mentioned, make sure you do not lose brand recognition and the name will be easy to understand by everyone. You want to make sure people understand what you do or are curious enough to find out more.
So far I agree with the people below that Gone Native seems to be the best choice. You stick with your current brand recognition and it is simple.
Let me know if you need anything else or have any other questions. I am happy to help.
Best of luck,
BRAND AWARENESS AND EQUITY what job will your company perform? Your current title implies "translation" and not "ghost writing". If you want to do both, mention both jobs in a concise, savvy, compelling manner.
Hey Marinus, Less is more, when it comes to business names. You can even brainstorm, like: "Gone Native...A Translation Service" Or "Gone Native: Your Language Translation Service!"
"Gone Native" creates curiosity to open your pages, posts, and website.
Marinus, I have a short checklist to consider before changing a company name, inspired by a similar question submitted to me, 'when is it time to change a business name?". Short answer is that it should be thoroughly considered - my POV here: http://www.ammonista.com/dear-ammy-archive/2013/10/30/business-name-change
What does your business really do? What problem do you solve for customers? Is it translation services?
Changing a name is a big decision. Someone mentioned your name is your brand. Change it and you might lose prospects.
I applaud that the reason you want to change your name is to increase the clarity and appeal of the services you offer. We are in an age of cool naming strategies that put pressure on the customer to figure out what one does and as we all know, that falls short of reality. I also agree that the word 'translations' largely defines just that, not the effectiveness in copy writing that you also bring. And while 'Language Services' is a step better, it still does not say what I think you do with your ghost writing. If you want to see a really good naming strategy as kin to what I think you want to do, look at Digital Tonto. Digital speaks to the new world of digital business and marketing and Tonto works nicely as an trusted guide attribute. It may be easier for you to not focus on translation and just on the writing. While I like 'Gone Native' as a catchy name, you have to assess what it really says as customers hear it. Your slogan can help if it is either attribute based or a descriptive. Native Tongue or Gone Native can have meaning such as if you focus on 'stronger connections to any market by speaking effectively beyond just their language, but using context and values they relate to.
Final point - I do not know what equity you have with the previous name in terms of search engines and others but that can be an important factor.
Try a few versions and ask customers what they read into each, then go with the one that aligns your best value to which is closest to be received as such. Good luck.
Hi Marinus - Naming and positioning is one of my specialties...
My advice would be to go with "Gone Native" - it alone is inspired.
Rob made some great points - I agree with him.
The less descriptive and more evocative a name is, the more memorable and likable it is. Describing what you do in a name makes your name resemble the competition that you want to separate yourself from - it and works against creating a unique brand identity. "Descriptive" and "Evocative" are just two of the categories we use for naming, but they are at opposite ends of the spectrum.
Also, the shorter the name the better. Multiple word names that get shortened to initials are by far the weakest names categorically. Short names on the other hand are catchy and can make for a powerful and mnemonic word mark. A three word name by comparison is clumsy to say, awkward to write in a sentence and has no visual word mark strength or memorability.
Consider these leading brands:
Apple - Think Different (no mention of electronics or computers in name or tag)
Nike - Just Do It (no mention of athletic gear)
These are beloved brands that people like mainly because they stand distinct and apart from their competitors. When they were small start-up companies people understood what they did from the context they found them in.
And on that note remember - for a small business, a name is rarely if ever seen out of context. It will always appear with some sort of information or support, so people will know what you do. After all, most service companies, translations included, are NEVER random impulse purchases - they are sought out specialties. Don't underestimate the intelligence of your buyer.
I hope you find that helpful Marinus.
Your company name is very important to your brand and image, and there are many things to consider when changing an established name. History; how long has the current name been around; how many clients will be directly effected; how much brand equity and market recognition do you have; how much advertising you've done, and many other considerations.
Is the change in business approach/focus away from translations a long term business goal? Or is it simply a reaction to the current business you're bringing in?
In general, I always advise simpler the better, especially with brand names.
To start with, adding "Services" to any company name is a bad idea in my opinion. It brings no value to the brand name, because it's always implied. It's like adding "Services" to "Capital One Banking Services" "H&R Block Tax Services" or "Car Wash Services" it's not necessary.
As for "Language" vs "Translation" vs "Writing" -- perhaps none of these are necessary in the company name either. My point is "Gone Native" is a great name by itself and evokes clear imagery by itself. Perhaps "Gone Native" is your new simplified company name, and then you can develop taglines and messaging that provide more details about positioning and services.
translation and writing
language and writing services
The Writing and Languages Your Customers Need
Great Writing, Many Languages
Hope this helps.
Feel free to personal message me for further branding and naming consulting.
Why not both: "Gone Native Translations and Total Language Services" (GNT-TLS) :) ?
You're still keep the domain name and the extended title is available as you need. It doesn't sound cumbersome, it sounds comprehensive. It has gravity.
But, having said that...it's impossible to constructively answer your question without understanding how you do your marketing, who your target market is, or might be in the future, what your ambitions are for growth, how many people already have a connection to the current name, what words do people search for when looking for your service and thousands more questions.
Your best bet is to listen to your customers and your prospective customers. Just ask them. Or ask everyone by testing the same google ad with several different names.