This article originally appeared in FastCompany.

To achieve radical progress, you need to shake things up and do the opposite of what traditional wisdom tells you. When it comes to relationships with business partners, that means telling them what they’re doing wrong in a direct manner while providing a plan of action on how they can do better.

In my 25 years of experience working with corporate executives, I have found that identifying faults and sharing a blueprint for course correction have consistently proven to be the best way to get and keep a company’s attention. The goal is to help them and their companies build something remarkable, and the first step to do so is to determine what the needed, sought-after changes are within an organization.

Recently, I used this lens to view my own business. I realized that while High Alpha Innovation’s mission remains the same as it was when we launched in 2020 (to help leading organizations innovate through systematic startup creation), our aspirations have grown.

As a direct result of that growth, we came to the conclusion that our old name was no longer quite the right fit. In light of this realization, we decided to rebrand and adopt a new name that better encapsulates our work co-creating advantaged startups.

With that, we recently said goodbye and thank you to High Alpha Innovation as we greeted and celebrated the freshly minted Alloy Partners.

What's In A Name?

Within any business, change is inevitable (or at least it should be to avoid stagnation and complacency). I am constantly seeking ways to change that will disrupt the status quo and make way for improvements in processes and outcomes.

The name change for High Alpha Innovation to Alloy Partners is a step in that direction, reflecting our focus on big-picture moves and distilling what we want to accomplish.

An alloy is a blending of metals to make something better, stronger, more resilient and more enduring. This name reflects what we do: We take the best of corporations and startups and blend them together so that everyone benefits.

Before knowing your mission or your value proposition, people are going to see your company name. First impressions matter, so it’s mission-critical that your organization’s name accurately reflects its identity and goals. But that’s easier said than done. Naming (or in our case, re-naming) a business requires nuance, research, and objectivity, plus a healthy dose of realism.

1. Ownability

Do a quick internet search to see if there are already other companies with the name you’re considering to know what you’re up against. If there are others with the same or similar names, especially within the same sector or industry, it might be best to find something a little more unique that will rank you higher in search placements. Plus, if there are pages of businesses with a name that matches yours, it’s likely that at least some of your audience already has feelings attached to that name. Aim for a name with as little baggage as possible.

Next, think about the URL. We are at a stage in the internet’s maturity where a good, unclaimed .com domain is hard to come by. That doesn’t mean a business has the same name you want to claim (the .com could be held by a domain investor or someone just hoping to sell it for a high price), but it does mean you may have to get a little creative with URL with alternatives.

The last aspect of ownability to research is trademark availability. Tapping a trademark attorney for their expertise can help you determine potential risks with your name as well as the probability of securing a trademark. If you have to fight a trademark battle, it will be easier to do it now rather than when you’re more established later.

2. Memorability

Is it easy enough to say and spell but also distinct enough to remember? Avoid unexpected misspellings or unclear pronunciations. You may have to make some concessions in this regard, but it’ll be worth it in the end.

3. Communication Around the Change

We wanted to ensure we successfully transferred the brand awareness and value from our former name to our new one, and the key to that transition was a cohesive rollout strategy that encompasses internal and external rollout as well as everything in between.

Our plan included branded swag kits, enablement messaging and communications, and in-person activations at a conference, as well as public communications like a press release, blog post, social media, and LinkedIn Live. A rebrand is not necessarily newsworthy, so the most important goal of a rebrand is correctly communicating with your existing partners, prospects, and overall ecosystem.

Reintroducing Ourselves to the World

The world is constantly evolving, and to keep up, your organization must evolve, too. Alloy Partners is the natural evolution of High Alpha Innovation, but choosing that name required thinking about its strategic alignment with our goals. Consider your organization’s abilities and aspirations. The selected name should effectively communicate your intended message in the appropriate tone while reflecting your organizational attitude. You should be able to craft a compelling narrative aligned with your business objectives, core values, and long-term vision.

The process of rebranding may seem intimidating at first, but it can be the springboard that launches your business into its next chapter. It is more than just a superficial change to a name or logo—it’s a strategic reflection of your organization’s evolution and renewed vision. When approached thoughtfully, a rebrand can realign external perceptions with internal growth, communicating your maturing values while opening pathways to new opportunities for business success.

As we step forward as Alloy Partners, we remain dedicated to our founding mission while embracing new possibilities. This name opens doors to broader horizons and more meaningful, mutually beneficial relationships that deliver lasting value for everyone.