What's in a name?

Choosing a name for an inclusive organisation

One shot

Those of you with kids will know the perils of naming. Get it right and everyone's happy. Get it wrong and everyone sniggers while your offspring grows up with no friends. Whether your little darlings are named after ancestors, heroes or optimistic virtues, chances are you will not have to get legal clearance to reach a conclusion. Naming a business is a different matter.

Why change a name?

Mosaic evolved from New Islington and Hackney Housing Association. Snappy! Apart from the mouthful that nobody used in full, the name had become a serious barrier to expansion as the business looked to capitalise on the development boom in the East Thames Corridor. Something had to give - taking geographical references out was the place to start.

Doing your homework

There's a raft of research and dry, but essential, work that goes on behind the scenes in naming. Phonics, linguistics, trade mark searches, domain name search and registration - any one of which can de-rail your best efforts. The barriers are endless, which explains why names such as Accenture and Consignia come to be.

Releasing real value

Mosaic was right for this business because it accurately reflects the diversity of the tenants it serves and the staff it employs. It is a truly international word and evokes a a sense of many colourful components coming together to form a cohesive picture. After the name change the business recorded increased growth and a greatly enhanced reputation. What's in a name? Tangible value, that's what.

One shot

Those of you with kids will know the perils of naming. Get it right and everyone's happy. Get it wrong and everyone sniggers while your offspring grows up with no friends. Whether your little darlings are named after ancestors, heroes or optimistic virtues, chances are you will not have to get legal clearance to reach a conclusion. Naming a business is a different matter.

Why change a name?

Mosaic evolved from New Islington and Hackney Housing Association. Snappy! Apart from the mouthful that nobody used in full, the name had become a serious barrier to expansion as the business looked to capitalise on the development boom in the East Thames Corridor. Something had to give - taking geographical references out was the place to start.

Doing your homework

There's a raft of research and dry, but essential, work that goes on behind the scenes in naming. Phonics, linguistics, trade mark searches, domain name search and registration - any one of which can de-rail your best efforts. The barriers are endless, which explains why names such as Accenture and Consignia come to be.

Releasing real value

Mosaic was right for this business because it accurately reflects the diversity of the tenants it serves and the staff it employs. It is a truly international word and evokes a a sense of many colourful components coming together to form a cohesive picture. After the name change the business recorded increased growth and a greatly enhanced reputation. What's in a name? Tangible value, that's what.

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