Rebranding: A new name to match the advice of the future

What if your company name no longer fits with what your team does and radiates? You can always change a name, but it’s not a step to be taken lightly. Besides, what is the perfect business card in the form of a name and what consequences does this have for your corporate identity? Adviestalent (now OpMorgen) ran into this challenge when it came to repositioning the consultancy. De Wolven was brought in as the ideal partner to guide this process.

Approach: what’s in a name?

We organized four brainstorming sessions in small groups with different colleagues from OpMorgen. From the input of the sessions De Wolven formed a list of names that was presented to the board. It was clear: OpMorgen will be the new name of Adviestalent. But before that was announced to the general public, the design (corporate identity, logo, website) and communication on all online channels had to be adjusted. De Wolven came up with a suitable pay-off, several streamers and supported in rewriting the short content pieces on the website. Check out the new website here.

Result: match!

With OpMorgen, more emphasis is placed on the agency’s future orientation. Whereas the emphasis at Adviestalent was on advice, consultants are now expected to have a do-mentality and implement changes immediately. The movement and progress is better reflected in OpMorgen and with those involved it was decided that this name is the perfect match for now and the future.

"Saying goodbye to a familiar name is never easy. The challenge in a name change is also, above all, that the new name is widely supported. The fact that OpMorgen was created in collaboration with the advisors, clients and alumni of the former Adviestalent played an important role in the enthusiasm with which the change was received. Something we are very proud of."

Jill Bakker, Senior PR Advisor
Do you want to exchange ideas with the Wolves about sustainability in your company? Get in touch with Jill