Navigating Naming Through M&A, Carve-Outs, and Growth

What’s in a Name? A Strategic Asset in Private Equity

A brand name isn’t just a label — it’s a commercial asset with equity, meaning, and strategic value. Yet when private equity firms acquire a business, the name is often inherited with little context. Why the founder chose it, what it means to customers, and how it performs in the market are rarely captured in the data room.

As portfolio companies grow, pivot, or prepare for exit, the question becomes clear: does the existing name support future ambitions — or quietly constrain them? Naming, in these moments, becomes more than marketing; it becomes a lever for transformation.

"Renaming a business can be a strategic move that reinvigorates a brand, attracts new customers, and differentiates it in a crowded marketplace."
— Entrepreneur

When Should Private Equity Firms Rename Portfolio Companies?

Naming decisions often surface at pivotal moments: carve outs, roll-ups, international expansion, digital transformation, or exit preparation. The challenge is balancing legacy recognition with future ambition.

Key considerations:

• Does the name reflect the business today — or yesterday?

• Will it resonate in new markets or categories?

• Could renaming unlock value, or would it risk eroding trust?

As we explored in a previous article, M&A is an emotional process. People are attached to their company’s name — it represents identity, not just branding. That emotional weight makes naming a high-stakes strategic decision.

✅ The question isn’t if a renaming is needed — but when it becomes the smartest move for long-term value creation?

Naming Strategy Options: Keep, Change, or Hybridise?

Renaming isn’t always the answer. But in private equity, it’s often the challenge investors face post-acquisition. Let's explore some scenarios:

Post-M&A Complexity

• Scenario: Multiple brands exist within the same category after a roll-up.

• Challenge: Consolidate under one brand or retain separate identities?

• Risk: Brand confusion, diluted equity, and bloated marketing spend.

Reputation Risks

• Scenario: A portfolio company has a damaged or outdated brand.

• Challenge: Rebrand for a clean break or rebuild trust under the original name?

• Risk: A poorly handled rename may appear as a cover-up.

Scalability & Global Fit

• Scenario: A name that works locally doesn’t translate globally.

• Challenge: Can the name support growth across geographies and offerings?

• Risk: Market-entry challenges or brand dilution.

Exit Strategy & Market Perception

• Scenario: Preparing for IPO or strategic sale.

• Challenge: Will the name support premium positioning and valuation?

• Risk: An unclear or legacy name may depress buyer interest.

Case Study: Banks Renewables Becomes OnPath Energy

When Brookfield Asset Management acquired Banks Renewables in 2023, they didn’t just inherit operations—they inherited a name. The goal: reposition the business for long-term relevance in renewable energy.

In 2024, OnPath Energy was launched, reflecting a strategic evolution of the brand. The new name needed to honour the legacy trust and credibility, while signalling purpose, innovation, and growth.

“When the team can imagine a name working—when they believe in it—that’s when a name really gains momentum.”
— Robin Winstanley, OnPath Energy

With careful stakeholder engagement and strategic alignment, the rename preserved heritage while enabling future scale. “OnPath” speaks to purposeful progress—anchored in reliability, driven by its mission.

How a Strategic Naming Process Works

Naming is both creative and analytical. It requires objectivity, creativity, and cross-functional expertise. That’s where a specialist branding agency comes in—particularly one that understands the pace and complexity of private equity-backed businesses

Here’s our proven methodology:

1. Research

We assess how your name is perceived internally and externally, and how far it can stretch or evolve.

2. Naming Brief

We define goals, audience, tone, and constraints (e.g. trademark, domains) — a compass for decision-making.

3. Thematic Territories

Big-picture themes guide name ideation — ensuring every idea connects to strategic intent.

4. Long List

100+ creative, categorised ideas, reviewed collaboratively to surface early preferences.

5. Medium List

30+ refined names aligned with your strategy. Workshop sessions bring clarity.

6. Shortlist & Name Checks

10–15 decision-ready names, fully vetted across trademark, domain, and linguistic fit.

Case Study: Creating Kinective — A Unified Fintech Brand

In 2023, Kinective was born — a new brand uniting CFM, NXTsoft, and IMM under one identity for OceanSound Partners.

These fintech firms had fragmented names and inconsistent messaging. Structure led a renaming process grounded in strategy and legacy. The final name, Kinective — blending “connective” and “kinetic” — reflects the energy and interoperability at the heart of the brand.

“Our brand now connects our employees and customers under a shared vision. It reflects our expertise in building connected banking experiences.”
— Stephen Baker, CEO, Kinective

Today, Kinective delivers a cohesive, future-ready brand that drives customer trust and signals market leadership.

Why Naming Should Matter to Private Equity

Branding might not appear on a balance sheet, but it drives real enterprise value. Here’s why naming should be on every PE firm's radar:

• Brand Drives Valuation
  Companies with strong, strategic names often command higher multiples.

• Speed to Market
  A clear, resonant name accelerates marketing and employee alignment.

• De-Risking the Exit
  Early naming missteps can delay or derail M&A. Strategic names protect future value.

• Differentiation in Crowded Markets
  A strong name signals leadership and enables brands to punch above their weight.

Conclusion: Naming as a Strategic Lever in PE

Naming might seem cosmetic — but it’s foundational. For private equity firms focused on transformation and value creation, a brand name is not just a label. It’s a growth lever, a trust signal, and a market differentiator.

Done right, renaming unlocks equity. Done wrong, it costs opportunity.

Need to Rename a Portfolio Company? Let’s Talk.

Structure helps private equity firms and their portfolio companies make confident naming decisions that unlock brand equity and support long-term growth.
📩 [Contact us] to learn how we can help.

• Entrepreneur article.