Seven Steps to Changing Your Business Name as a Therapist

Photo by Kelly Sikkema on Unsplash

It can feel like a stressful process to change your business name, much like it can feel overwhelming to change your last name. What steps do you need to take? What order should you take them? What are you forgetting? Since I’ve experienced both a business name change and last name change, I wanted to share some steps to make the business name change that much easier for everyone else to navigate as private practice therapists and small business owners.

Step 1: File a request to change your business name with the IRS. You will get an updated EIN letter reflecting the same EIN and new business name, which will be used to submit changes to other organizations electronically.

Step 2: Change your business name with your business filing in your state. Here in Colorado, it’s the Secretary of State where you can login and request an update, found in the same portal as your annual business filing requests.

Step 3: Complete forms and/or notify insurance panels of the name change. This could take weeks to months to update, which if they are writing you checks, could become a problem if not tackled just so. Don’t forget to update your CAQH profile at the same time since insurances will cross check that!

Step 4: Update your EHR to reflect the name change in your consent forms, your disclosure, your scheduling tool, and your practice information. Notify your clients of the name change in writing so they don’t get confused.

Step 5: Update your bank information to reflect the new business name. Oftentimes this requires an in-person meeting with a banker at your bank to provide the documentation required to make the change. When you schedule your appointment, confirm what you need to bring to make the meeting as efficient and painless as possible.

Step 6: Notify your professionals of the name change, including your biller (if you have one), your accountant, your financial advisor, your tax person, your practice lawyer etc. Notify your malpractice insurance so they can re-issue your insurance for the updated practice name.

Step 7: Update your marketing materials. This includes:

-Your website

-Your logo

-Your social media accounts

-Your Facebook business page

Now you are ready to announce the change to your community! Even though there is excitement in the change, it can also feel daunting, especially knowing that not all of these steps will go smoothly. Give yourself some grace and a significant runway to implement all the changes before announcing it officially. It can feel like a long process to get everyone up to speed on the new name, however once it’s done, the excitement of pivoting will return, allowing you to look forward to the next meaningful chapter in your business!

Brand Basics: Three Foundational Elements When Branding Your Business

Let’s keep it simple. As a therapist, YOU are your brand. That’s right, people are looking at your website, social media, and any other material they can find, trying to decide if you are relatable, competent, friendly, and approachable. They are making a snap judgement not by your credentials but by what you say you work with, and how you look, dress, and sound (if you have videos). It’s important to keep this in mind when growing your business. There are several elements of brand to consider when starting or strengthening your practice so let’s take a look at them here.

1.     Select the Name of your Business

Step 1: Identify Words that Describe You and What You Do

For many of us starting out, we get stuck on the initial piece of building a business—the name! What name will capture what you do? Who you are? The people you serve? Consider asking for key words from colleagues or current clients about how they would describe working with you. Remember that you are your brand. Therefore whatever key words they share could be a starting place for finding the name of your business.

Step 2: Focus on Future Thinking 

Also consider if you would expand or add additional services in the future of your business. You might be considering online coursework, writing a book, or adding other providers to your practice. By thinking ahead, you can avoid some of the challenges that come with having a brand or name that doesn’t capture how your business has evolved. Challenges that some colleagues have shared as 1) naming their business their first and last name, but then wanting to bring on other therapists as a group practice and 2) wishing they’d kept the business name more broad to cover other services such as ABC Counseling vs. ABC Therapeutic Services to allow visitation, case management, etc. to be added as they grew.

Step 3: Recognize Identity Confusion and Trademarks

Yes, I’ve saved the scariest for last when it comes to naming your business. Not everyone is well versed in the rules of Intellectual Property and trademarks. Start with a general search of the name you are wanting to use via Google. Does it already exist as an established company similar to yours? Next, visit the trademarks database and do a search. If someone owns the name already, you can’t use it. If you do, you’re asking for legal action around trademark infringement and a possible lawsuit. Third, visit your state’s small business site to do a search of business names registered there. Are there other companies in your state with a similar name? Would you be confused with their business, making it difficult for potential clients, customers, and Google to find you? 

As you can imagine, this is an overwhelming first step in creating a business. You may want to consult an IP attorney for further in-depth research on the name you are considering. 

One last tip? Consider making up a name or word that doesn’t yet exist! Or spelling something uniquely. It simplifies concerns of trademark infringement and copyright and could make your business easier to find in being unique when put in a google search!

2.     Build Your Brand

Congrats, you’ve successfully navigated through the name selection process! Now it’s time to build your brand with a Brand Book and logo. Were you aware of Brand Books before this blog? I didn’t know what they were until marketing and graphic design experts gave me an education. A Brand Book identifies elements of your brand including:

·      Colors

·      Fonts

·      Placement of logos on materials

·      Tone of voice

·      And more!

Why is this important? Because if you expand and/or hire marketing and social media support, for example, it will be important that they stay on-brand when creating new content for you in order to embody the essence of your business. Look at this from the lens of big businesses. Let’s take Target for example. Target uses specific fonts in their marketing. They have a particular shade of red that is recognized with their bullseye logo. And every time they release an advertisement, there is placement and tone of voice to consider. They don’t deviate from these recognizable elements of their brand. 

So in exploring what your Brand Book would include, you may start with a logo. There are affordable options for unique logo creation with freelancers through Fivver and Upwork.com. You can also hire a larger company that will do research as well as create the design, ensuring your logo isn’t too similar to other entities out there to support your unique presence in the world of business.

3.     Invest in First Impressions

You’ve created your brand foundation with a recognizable name and logo. Now it’s time to make a quality first impression on potential clients! First impressions include your website and YOU. Therefore it’s suggested that you invest in professional photos that can be used throughout your marketing strategy, including your website and social media presence. Consider photos of you speaking, moving, learning, and with props. Create photos that highlight what you do and what you offer within your business. Most importantly, invest in photos that capture your essence! 

Essence can also explain why video is becoming more popular in marketing. Consider investing in a professional video of you and your business. There are some amazing companies out there that make it an enjoyable and rewarding experience, leaving you with a quality video to post on your website and social media as you see fit.

You did it! You’ve navigated the three foundational elements of creating your brand! Once you have these three items crossed off, it becomes easier to build your brand presence within your community. Knowing that there are a ton of resources out there but I’m asked frequently who I’ve used and valued, I’ll leave you with some local professionals that have been helpful to the building of my three businesses here in Denver, CO for your consideration.*

Colorado Resources*

Photos of You and Your Brand: Jessica Christie Photography, Denver, CO https://jessicanchristie.com

Printed Marketing Materials including flyers and business cards: Smudge Pot Creative, Arvada, CO http://www.smudgepotcreative.com

Website Design with SEO Elements: Liv’N Design, Boulder, CO http://www.livndesign.com

Intellectual Property Consultation: Berg Hill Greenleaf Ruscitti Law Firm, Denver, CO https://bhgrlaw.com

*I do not receive incentives for naming these businesses and they do not represent an exhaustive list of professionals in Colorado. Please research and select your services independently and accordingly.