A recent headline caught our eye. “The Real Reason KFC Changed Their Name From Kentucky Fried Chicken.” Of course, the conspiracies of them moving from real chicken to some type of mutant meat in the ‘90s were still fresh in our mind. Another classic was the theory that the state of Kentucky caught up with KFC and initiated a legal battle over the word Kentucky. Again, all these and many other explanations were just rumors. But, what we do know is the company wanted to move away from the word “fried”. It was a trick to counter the health-conscience dieting that started to take shape in the late ’80s.
The Truth
No matter what bizarre or entertaining reason someone came up with, there is only one reason why Kentucky Fried Chicken changed their name to KFC in 1991. KFC wanted a shorter name. That’s it. There was no hidden agenda to hide their mystery meat or to dodge a multi-million dollar lawsuit from the state. And, it’s the perfect switch as the name KFC was already popular with their customers. It was the ‘90s, who had time to say Kentucky Fried Chicken when we were too busy sporting fanny packs, collecting Beanie Babies, and rocking around on these…
Considering A Name Change
There are many reasons for a company to change their name, and while “just because” may have worked for KFC, it may not be the best reason. If your company is considering a name change there are probably a list of things coming at you from multiple directions. Here are a few questions to think about before starting the process.
– Does your company share a name or a similar name with another company?
– Does your name reflect what it is you do?
– Does the current name no longer fit the mission or the area it serves?
– Is the name just too boring?
If you answered yes to any of these, then it may be time to take the proposal a little more seriously.
While we never worked with KFC, we have worked on name change and rebranding campaigns. Our client Riverside Physician’s Network used to be called RPN. When they came to us to refresh and rebrand, we suggested they move away from the abbreviation and use their full name. The exact opposite of what KFC did. It worked for RPN for several reasons and it was a perfect time to change the name as they were rebranding. Which brings us to our next point…
Rebranding Is More Than A New Name
You would think slapping a new name on the building changes your brand. That’s not the case. Your brand is more than what people see, it’s how they feel about your company. Sure you can change the name and the logo to influence that first gut reaction. But, if the experience is the same, the feelings about the company are probably the same, too. If you’re looking to completely rebrand, you’re probably not looking at just a name change.
Recently, Burbank Federal Credit Union was looking to rebrand. Part of their rebranding included a name change to Gain FCU. While we didn’t come up with the name, we assisted with their rebranding. We listened to how Gain saw themselves, how they wanted to be seen, and then combined their new look and personality into their new brand. While we provided the visual kick off to their rebranding, Gain’s real rebranding began well before they even changed their name. Rebranding is something that starts internally and ends with a redesign that matches the new atmosphere and attitude.
Making The Journey
If you’re convinced your company is ready for a name change or a complete rebranding, there are few things to keep in mind. Like any project, you’ll want to have a clear path and a decisive plan to get there. If you’re thinking about it, you’re already at the start and may have a general idea of where you want to go.
Need help getting started or prefer someone else to take the wheel? We can help! For over 22 years, we’ve helped companies define their branding, strengthen their image, and build their brand.