The business has grown, shifted or merged, and the name is quietly holding it back. Renaming feels risky, so it keeps getting deferred. Re:name tests what your current name is really costing you, then guides the rename with a decision you can defend. It is a naming decision platform, not a random generator.
Begin by testing your current name, free. See how much it is holding you back.
The name made sense when you started. Now it is too narrow for what you do, hard to say on a call, easily confused with a competitor, or simply no longer you. But there is real value tied up in it, recognition, search ranking, the cards already printed, so the decision gets put off another quarter.
A rename is too important to make on a hunch, and too important to keep avoiding. It deserves a decision you can explain to your team, your board and your customers.
Re:name gives a rename what a brainstorm never can: a framework.
Start by measuring how much strategic risk your current name actually carries, so you rename for a reason, not a mood.
Weigh the equity in the old name against its cost, and explore evolutions as well as clean breaks. You decide how far to move.
You finish with a scored shortlist and the reasoning behind it, ready to take to a board, an investor or the whole team.
The guided process moves through clear stages. You start free, and continue when you are ready.
Begin with a free Name Risk Score on your current name. See how hard it is having to work and whether a rename is justified. This is the opening stage of the process.
Check your Name Risk Score →Set the context, audience, positioning and the criteria the new name must meet. This is what turns a rename from a gamble into a considered decision.
Explore evolutions that keep what your current name earns you, alongside clean-break directions, so you can see the full range before you choose.
Generate and react to candidate names, refine what is close, and narrow towards a new name that genuinely fits where the business is going.
Finish with a scored shortlist and a written rationale you can share, so the rename holds up under scrutiny.
Want a second opinion from a naming professional before you move? You can add a human Expert Review before you commit.
A Name Risk Score that shows exactly where your existing name is strong and where it is costing you, so the case to rename is evidence, not opinion.
A Decision Report that explains why the new direction wins, ready to share with a board, investors or the wider team.
Directions that keep hard-won recognition where it helps, and cut loose where it holds you back. The move is yours to size.
Preliminary checks that flag obvious clashes early, so you do not fall for a new name that is already taken.
Established businesses that have outgrown a literal or founder-era name. Companies that have merged, pivoted or expanded past what their name describes. Teams carrying a name that is hard to say, hard to spell or too close to a competitor. If the name is going on a rebrand, a contract and the next decade of invoices, the decision is worth making properly.
Re:name comes from a working naming and branding practice and was recognised with the 2026 Global Naming Top Award. The guided process puts the same structured method used on full rebrand engagements into a tool you can run yourself.
Self-guided by default, with expert help available at every level.
The complete self-guided process, from strategic foundation to Decision Report. The full engagement is $1,495 + GST.
How it works →Add a naming professional to pressure-test your rename before you commit to the change.
See Expert Review →Prefer it done with you, end to end? Our team can run the whole rebrand alongside you.
See Full Engagements →Save and return whenever you like. Nothing is lost if you step away mid-process.
Built to be filled in together around one screen, so everyone owns the rename decision.
Already done brand or strategy work? Upload it and the process builds on it.
Start by testing your current name, free, and see whether it is time to change.
Begin with a free Name Risk Score on your current name.