A photography business name is definitely something that you want to get right first time around. However, sometimes Perth wedding photographers find that a name change has become unavoidable and they need to know how to go about making a change.
In this article we look at some of the reasons why name changes are sometimes necessary and why you should try to avoid them. Lastly we offer advice on how to mitigate the negative effects of business name changes when they do become absolutely necessary.
Is a Name Change Necessary?
Businesses do sometimes change direction or outgrow their names and photography businesses are no exception. One reason that often makes a change necessary is when the name is no longer relevant due to changes within a business or within the marketplace that it operates in.
Another common reason that makes a change of name necessary is when multiple businesses are using similar names. A change may be necessary to avoid confusion or may sometimes be required legally.
One of the things that photography business owners must consider before going ahead and renaming their business is the brand value or equity that has been built up in their existing name. If a business is in its early days then a change will not be so costly as a business will not have had long to build a wide market reputation. However, if a business has been operating for several years, then the loss of brand recognition resulting from a change can make it a costly process that a business owner should think twice about.
Of course there are situations where brands can become tarnished and pick up a negative reputation in the market. Under this scenario a name change makes perfect sense as you can start off fresh and drop most of the heavy baggage that your old name was carrying.
How to Avoid a Name Change
You should try to avoid having to make a change unless it becomes absolutely necessary. The best way to avoid having to make a change further down the line is to do proper research and planning right from the outset. Firstly, you need to plan your business out well in advance so you have a fairly clear idea of the future direction that you want to take. Secondly, you need to do some thorough market research so that you can come up with a name that you can stake a claim on without creating confusion or legal complications with other businesses. Lastly, you need to understand your market and come up with something that is appealing to them.
The costs associated with a change can be extensive. Not only will you lose some of the brand recognition that your photography business name has built up in your market over time but you will also have to rebrand all of your stationery, signage and other marketing materials.
Mitigating Negative Effects for your Photography Business
Once you have decided to go ahead and make a change it is important that you proceed cautiously so that you don’t make the same mistakes with your selection the second time around.
If you don’t want to completely drop your old name but need to make some changes then you may decide to keep certain elements of your old name or make only some slight changes. By doing this you can maintain your brand power while also making a necessary change to maintain relevancy.
Check the procedures that you must go through with your local or city authorities to check on the availability of a name and register it.
Notify the IRS, suppliers and other relevant parties in writing so that they are also aware of the change.
Lastly you should let your regular customers know about the change if possible. Try to be as honest as possible with them and put forward some positive reasons for the change. Apologize for any inconvenience and confusion and thank them for their understanding.