What’s in a name?

Well, for a business, it could be the difference between success and failure. Even for start-ups, a well thought through brand will help to secure both investment and a client base. So, what happens when you start a business but then realise that the name you chose for it, simply no longer fits?

Well, this is exactly what happened to Catalyst Centre tenant NeoMedia Signage which recently rebranded to TrouDigital. We were intrigued to find out more so asked the company’s Founder, Mario Troullis, to tell us about his thought process. 

Why did you feel it necessary to change your company name? We were beginning to partner with new companies in a range of different industries and we felt that our current name was potentially limiting our growth. We came up with TrouDigital as an alternative and agreed it was more apt and in line with our future plans. 

What process did you go through? First of all, we set about finding someone to design a logo that would work across digital and print platforms. Choosing the logo was difficult.  We went through about eleven variations because it was important that we came up with something that was future-proof, at least for the foreseeable future – not something that is just on trend at the moment. Once we’d agreed which to go with, we rebranded all our printed materials including stationery and our website. Finally, we were ready to deploy the new branding, updating clients about the new brand and the name change. 

Sounds like quite a challenge. How do you feel about it now?

Actually, the process has been an excellent way to re-engage with customers we haven’t spoken with in a while so, in many ways, it’s been a great marketing exercise. ‘New news’ gives you something to talk about when speaking to any clients, old and new. Importantly, everyone has been complimentary about the new logo and branding, is was reassuring!

Do you have any advice you would give to someone considering changing their company name? It’s really important to make a list of everything that your branding is currently on so you don’t get caught out with outdated materials – initially we had overlooked a leaflet that we issued frequently. Also, make sure you have a web strategy in place to forward all old domains and emails to your new ones to ensure the change over is as seamless as possible! 

You can take a look at the new TrouDigital website here: http://troudigital.com/