Maybe it's time for a change. Or at least a revisit and a refresh. Many organizations feel they are "stuck" with a name that doesn't reflect who they serve, what they do, or how they deliver value. They know it doesn't fit, but the prospect of change feels overwhelming so they work around it, spending resources and brand equity to communicate what they don't do, before they can get to the exciting story of what they do well.
A new name can deliver clarity to your customers and clients, energize your staff, board and supporters, and provide a platform for your brand that will leverage your past and position your work for the future.
The Institute for Advancing Unity
Unity Lab
We were contracted to work with The Unity Center, a nonprofit education organization, to help them reconcile their branding and develop key marketing and fundraising materials. Early on in our exploration, it became clear that their name was a major hurdle in communicating their message.
The name is already used by others, including many churches, and is not particularly memorable or ownable. The team agreed to explore, in a methodical way, naming options for the future of The Unity Center.
We began by developing criteria and identifying actions and outcomes from three areas of work: youth programs, the visitor experience within their future building, and their commitment to professional research and public policy. We created a list of naming options, reviewed them with the UC team, and shared the list with the Center's partners, staff, and collaborators for their input. All names were mapped against a previously written Creative Brief which defined the organization's mission, values and distinctive personality characteristics.
Because the organization had two very different purposes—a research and public policy resource, seeking funding from government and social justice supporters, and a hands-on education experience for teens—we developed a tiered naming system.
The Institute for Advancing Unity was adopted as the legal and corporate name. It communicates credibility, authority, and expertise and establishes the organization for academic research and policymaking. Every word, and the order of the words, were intentional and purposeful.
UNITY Lab was created to promote their hands-on youth programs, and especially a future building housing the interactive learning experiences, Tools for Change. The name is active, alive, and signals continued study and exploration. It declares that this is something new and different, and we are hoping it will generate the excitement this program deserves.
The names were adopted enthusiastically by the staff and board of directors and provide a platform for the organization's transition from a local group to a national resource.