The power of a bold name
Why ‘Ronseal’ names don’t always work for charities – and how a more creative, unexpected approach can have greater impact
Changing a name is daunting. Names carry history, recognition, and meaning – letting go of that can feel risky. What if people don’t like it? What if you get it wrong? The weight of permanence makes the decision nerve-wracking. Faced with this challenge, it’s tempting to play it safe. Maybe you, your board, or your trustees feel a clear, descriptive name is the best option. But what if a more creative, unexpected name could serve your mission better? Can you persuade others – or even yourself – to embrace something bolder?
In this post, I’ll explore why a more imaginative approach to renaming might be a smarter move than sticking with a Ronseal-style, ‘it does what it says on the tin’ name. Playing it safe has its appeal, but does it limit your organisation’s potential? I’ll break down the rewards of a bolder choice and share examples of charities that have successfully rebranded with impact.
Words matter
A name isn’t just a label – it shapes perception, sparks emotion, and tells a story. The right name can create a stronger connection with supporters, cut through the noise, and position an organisation for the future.
Despite perceptions, the third sector is anything but conservative (small ‘c’). Charities and not-for-profits have repeatedly shown their willingness to evolve – and bold, imaginative renaming has become a powerful tool for redefining identity, mission, and public perception.
Creative names help brands to build a more compelling narrative, foster deeper connections with their audience, and stand out in a crowded marketplace.
Done well, a name change isn’t just about keeping up – it’s about standing out.
The advantages
Emotional resonance: A creative name can evoke emotions, making the organisation more relatable and memorable.
Distinctiveness: In a sector where many organisations have similar-sounding names, a unique name helps a charity stand out. It can also make it easier to secure a trademark, ensuring your name is protected.
Broader appeal: An imaginative name can transcend specific services, allowing for future growth and diversification.
Enhanced engagement: A compelling name can ignite curiosity and encourage potential supporters and beneficiaries to learn more about the organisation.
Several UK charities have successfully undertaken bold renaming initiatives to better reflect their mission and values.
1. Mind (formerly National Association for Mental Health)
Established in 1946 as the National Association for Mental Health, the organisation rebranded to ‘Mind’ in 1972. This concise and impactful name shift signified a commitment to addressing all aspects of mental health. The name ‘Mind’ embodies the charity’s focus on mental well-being and resonates deeply with those seeking support, making it approachable and memorable.
2. Scope (formerly The Spastics Society)
Founded in 1952 as The Spastics Society, the charity rebranded to ‘Scope’ in 1994. The original name, based on then-common medical terminology, had become outdated and offensive. The new name, ‘Scope’, reflects the charity’s broader vision for disability equality and inclusion, moving beyond a narrow focus to encompass a wider range of services and advocacy efforts.
3. Refuge (formerly Chiswick Women’s Aid)
In 1971, Chiswick Women’s Aid was established as a safe haven for women and children escaping domestic violence. As the organisation expanded its services nationally, it rebranded to ‘Refuge’ in 1993. This powerful name conveys safety and protection, aligning with the charity’s mission to support those in crisis and advocate for policy changes to end domestic abuse.
4. Shelter (formerly The Shelter National Campaign for the Homeless)
Launched in 1966 as The Shelter National Campaign for the Homeless, the organisation soon shortened its name to ‘Shelter’. This succinct name encapsulates the charity’s core mission to combat homelessness and bad housing. ‘Shelter’ conveys a fundamental human need, making it a strong and evocative brand that appeals to a wide audience.
5. Marie Curie (formerly Marie Curie Memorial Foundation)
Founded in 1948 as the Marie Curie Memorial Foundation, the charity initially focused on supporting cancer patients. Over time, it expanded its services to provide end-of-life care for people with all terminal illnesses. It was renamed as ‘Marie Curie Cancer Care’ in 1995 and in 2014, the organisation rebranded to ‘Marie Curie’ to reflect this broader scope. The name honours the renowned scientist Marie Curie, symbolising the charity’s commitment to care and research. This evolution showcases how you can pay homage to a legacy while embracing a wider mission.
Shaping a legacy
Name changes shouldn’t be taken lightly – they are rare and require a strong justification. But let’s assume the case for change is clear. Research has demonstrated the need, stakeholders are aligned, and everyone understands the costs involved. Now comes the big question: what kind of name will serve your organisation best?
Embracing a bold and imaginative name is more than a cosmetic change – it’s a strategic decision that can redefine a charity’s identity and impact. A new name can break down barriers, foster inclusivity, and create a lasting connection. But no single word or phrase can capture everything an organisation stands for. Instead, the essence should be there – a spark of meaning that resonates with the mission. Over time, that meaning will grow and deepen through every touchpoint, from campaigns to conversations. For organisations considering this path, the key is to choose a name that authentically reflects their purpose, values, and the communities they serve, while leaving space for the brand to evolve.
