Collaborative Branding 02 - Name changing

One of the biggest flaws in Help-Link's brand image was its name. It did not represent the service and quality they pride themselves in providing, so we decided to merge buzzwords that reflected their passion for central heating and their care for the customer and community.

The first word that came to mind was 'Heat' because it represented the utility that they were helping to install. They are providing you with a boiler of high standards, installation services on your central heating and subsequent maintenance and repairs. 

Other words we thought of included:

• Boiler
• Energy
• Install
• Repair
• You
• Power
• Help
• Trust
• Plan 
• Hands
• First

When choosing suitable word to represent the re-brand, we realised that we needed to not only choose a word that represent two of what Help-Link stood for, but to choose a word was that was 'attractive' towards the customer. A word that isn't hard to say and doesn't alienate the customer. Words like Boiler, Install, Repair just weren't attractive enough due to the extra effort made in saying those words and the fact they were too specific to a particular aspect of Heat-Link's services. Energy and Power were discarded because Help-Link are not an energy providing company like British Gas or NPower. Ultimately we settled on the word 'Heat' because it represented the utility Help-Link were helping you install in your household through the broad services they provide.  

Secondly was to choose a name that represented Help-Link's two way communication with the customer and its involvement with the community. Initially 'Heat-Link' was found to be a good alternative, however the word 'Link' did not entirely reflect the company's customer and community interaction. Other possible brand names that came up were 'Heat-Help', 'Heat-Trust', 'Heat-Plan' and 'Heat-First'.

We eventually decided on choosing the brand name 'Heat-First' because 'First' tied in with Help-Link's standard in heating and their relationship with the customer. They aim to be the first in standards of boiler installing, they work with leading boiler manufacturers, they put customers first by ensuring households are fitted with 'A' rated energy efficient boilers to help save money and they have social responsibilities as their priority.