While I haven't been in the exact situation you're describing, I have been through several rounds of logo changes/ mission statement updates from places I work, etc.
If I were in your shoes, I might ask myself the following:
- Does the current name have a reputation/ credibility? Would changing the name lose that history?
- Will the new name involve any trademarking/ trademark searches, etc (can cost $$. is it worth the expense?)
- What would the new name offer? would a name change make a big enough difference to increase the customers/ sales, etc..
many times unrelated names work well for a brand.
I guess I would be more inclined to change a name if I were trying to get rid of a blemish or bad history. General Motors comes to mind when changing their name to work through a bankruptcy.
Why throw away a hard earned reputation only to start over and do it again?
Maybe update a logo on your business card and store front, but keep the name.
Just my thoughts, I hope they are helpful.
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