Loyal fans are loyal fans. The more loyal they are the more they feel a sense of ownership over the brands they’re loyal to. Just ask Harley motorcycle owners. Because of their loyalty and sense of ownership, they can often be quite put off when brands make changes they don’t like. Like changes to the brand names they’ve become accustomed to.
Case in point: the shift from Twitter to X.
I wouldn’t call myself a loyal Twitter fan, necessarily, but I have to admit that the change was “stupid.” X? Really?
Hanging on to Legacy Names
I was reminded of this recently as I went back to change some boilerplate copy for my blog from Twitter to X. Despite the change taking place last July it’s taken me a year to “accept” the change. Such is the stubbornness of consumers.
But does it really matter?
I asked myself that question when Twitter changed its name. I asked a similar question recently when a local music festival announced a name change after this year’s event—from Country Fest to Hoofbeat.
Long History, Loyal Fans
The first Country Fest was held in Cadott, Wisconsin, in 1987. So fans have had a long time to become accustomed to the name. Not surprisingly, they didn’t react well to the announcement.
- “Stupid choice.”
- “Someone should be fired!”
- “What are they thinking?”
Those were the polite comments when the announcement was made on the Fest’s Facebook page and in local media announcements.
Many also asked: “Why do they need to change the name?” Unlike X, I believe that Country Fest had a somewhat more compelling reason for a name change. They said that there are simply too many other festivals around the country with the same name and they wanted to differentiate. Fair enough.
What’s In a Name?
But Hoofbeat? It’s an “unusual” choice to say the least and local social media channels were largely dismissive of the new name. A local newspaper asked the question on Facebook: “What do you think of Country Fest’s rebranding to Hoofbeat?” The responses were fun to read. Here are just a few examples:
- “Moooooove over Country Fest! Here comes Heifer Tune!”
- “It’s an embarrassment for the Chippewa Valley!!!!”
- “No don’t like it! It sounds like it’s about horses or cows!”
- “What’s going to come first, a new marketing director or another name change?”
- “Ridiculous why would you even change the name. I feel it’s a slap in the face to the whole community and the fans who have supported them all these years!!”
So, yes, loyal fans are upset. Many lamented that they hadn’t been included in the process, maybe through a contest or the opportunity to vote on a final name.
Here’s the thing, though. As others suggested, it doesn’t really matter what they call the event. Loyal fans will continue to come. Over time old memories and associations with the original name will fade and fans will embrace Hoofbeat (and likely also revolt if that name is changed some three decades from now…).
It’s the Brand That Matters
It doesn’t matter what you call your brand, either. It just has to be a strong brand. Seem crazy? It’s a point I made several years ago when I was advising a local organization about a name change (they referred to it as “rebranding,” but that’s a story for another day…).
Names come to reflect brands—not vice versa. When a company is formed it selects a name that, at that point in time, really has no meaning. Meaning develops over time as consumers, and then customers, have experiences with the brand. The name, and how it is depicted through a logo, colors, font, etc., then comes to be associated with those experiences to create a brand impression in the minds of consumers. That’s when the name becomes meaningful. That’s when Microsoft becomes Microsoft and Nike becomes Nike.
A Rose By Any Other Name
Selecting and changing names for companies, products, and services, is always a long, arduous, contentious, and thankless process in my experience. I’ve been involved in, and have led, several naming or renaming initiatives.
When companies have a strong brand (again, not name, but brand—there is a difference), I try to encourage them to hold the course with their name unless there is some compelling reason to change: e.g., the name has become associated with something negative or has changed in meaning over time or, as in the case of Country Fest, they feel their product/service will lose its competitive differentiation. Most of the time, though, a strong brand is a strong brand despite its name, not because of it.
The top global brands of 2023, according to Interbrand, were:
- Apple.
- Microsoft.
- Amazon.
- Google.
- Samsung.
What did those names mean before these companies chose them? Nothing. The companies made the names mean something by building strong brands behind the name. The name and its related image and colors are simply a representation of the brand. Not the brand itself. Companies build brands through a wide range of coordinated, brand-supportive efforts that resonate with their audiences and cause those audiences to become loyal advocates.
There’s another reason that “meaningless” names are the best to choose for brands as a trademark attorney once explained to me. Descriptive names that can be associated with something are harder to trademark because others are likely using those, or similar, names. Choosing a “nonsensical” name like Google makes it more likely that you can claim that name and keep and protect it over time.
For new companies, products or services in search of a name, keep this in mind: Your name will gain meaning as a reflection of your brand. So the name doesn’t matter so much, as long as the brand is strong.
For companies, products, or services thinking about changing their names, think long and hard. If you don’t have a good reason to change the name, don’t.
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Tags: aligning your brand, brand advocates, Brand Management, changing brand names, consumer loyalty, customer engagement, customer loyalty, name change, rebranding