Should You Change Your Brand Name?

You’ve heard the saying, “Never judge a book by its cover.”
Well… that’s just bad advice.

In business, people absolutely judge by the cover. They judge your book, your service, your product—your brand—in a split second. And if your name or title doesn’t immediately communicate value, they’ll move on.

That’s why today, I want to talk about marketing—and more specifically, why your brand name might be the thing holding you back.

Your job is to grab attention and make your offering impossible to ignore. But far too often, we get caught up trying to be clever instead of clear. I see this all the time with authors. They come up with cute, witty titles for their books… and then wonder why they’re collecting dust on a shelf.

The truth is, if your audience can’t figure out what you do or why they need you in less than 5 seconds, you’re losing them.

Clarity > Cleverness

Let me tell you a true story from Dallas, Texas. It’s about a failing high school shop class that was on the verge of getting canceled.

Parents thought “Shop” sounded outdated. Like their kids were learning blacksmithing and basket weaving instead of real-world skills that could land them a job. Enrollment tanked. The class was dying.

But then—brilliant move—the teacher rebranded it.

They changed the name of the class from Shop to Manufacturing.

That’s it.

Suddenly, the class was full. Parents thought “Manufacturing” sounded cutting-edge, like their kids were going to be the next Steve Jobs. It felt modern, relevant, and job-ready. Same content (woodworking, auto repair), but with a few tweaks: the teacher introduced assembly line principles and basic business concepts.

Same class. Different name. Instant success.

That’s the power of a name.

The Real Lesson: Rename It to Reframe It

If you’re struggling to sell your product or service, take a hard look at the name.

• Is it confusing?

• Does it make people feel something?

• Is it clear what you offer and why it matters?

• Could you rename or reframe it to connect with a more urgent need?

Think about how brands like Dropbox (simple, self-explanatory) or Slack (short, catchy, and implies speed) positioned themselves. These aren’t just cool brand names—they’re strategic tools. They reflect clear intent, solve real problems, and create emotional resonance.

Quick Tips for Renaming:

• Be Clear First, Clever Second: If people don’t “get it” instantly, they’ll forget it.

• Align With Current Demand: Tap into what people are already looking for.

• Test With Your Audience: Ask your customers or clients what your name says to them.

• Rename the Experience: Sometimes it’s not about renaming the product—it’s about renaming the value it delivers.

Think Like That Shop Teacher

You don’t always need to overhaul your product. Sometimes, all it takes is a fresh label and a story that clicks.

So if your brand name isn’t pulling its weight—ditch the overly clever title. Simplify it. Reframe it. And if anyone asks where you got the idea, tell them a high school shop teacher showed you the way.

Ready to Rebrand for Impact? Let Ross Shafer Show You How

Ross Shafer has helped Fortune 500 companies, entrepreneurs, and associations rethink their brand strategies through powerful storytelling and fresh perspective. His keynote speeches are packed with real-world examples, humor, and tactics you can use immediately.

Book Ross as a keynote speaker for your next event and learn how to reframe your messaging, rename your value, and reposition your brand for success.