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Curriculum vitae
Name: Diane Hummerston.
Job: Marketing and communications manager, Lighthouse Project. 
Qualifications: Secretarial diploma. Last job: Development manager, Merseyside Drugs Council.
First job: Secretary, Merseyside Passenger Transport. 

It's tempting to dismiss companies and organisations that change their names as being preoccupied with style over substance. But sometimes a new name is needed because the old one no longer reflects an organisation's ethos. This was the case for Merseyside Drugs Council, which rebranded last December as Lighthouse Project.

The charity runs 11 projects and services for drug users, former users and their families in the North West, including treatment programmes, community drugs teams, needle and syringe exchanges, relapse prevention groups, vocational training and employment support. Set up more than 35 years ago, Lighthouse Project is now one the biggest independent drugs agencies in the region.

"We'd outgrown the name," says marketing and communications manager, Diane Hummerston. "Having the word 'drugs' in the title was very negative for our service users - it reinforced the stigma."

The charity also felt restricted by being seen as a local organisation. "Some grant-making trusts will only fund national or regional charities," says Hummerston. "Our long-term strategy is to move beyond the Merseyside area. We want to expand. There are many areas in the North West which don't have the range of services we offer."

Once the trustees had agreed it was time for a new name, the charity commissioned market researchers to talk to users, staff and the general public.

"They asked our service users to make some suggestions. They came up with some very creative ideas. A lot of them were delighted we were changing our name."

"Lighthouse" and "beacon" were two of the most popular suggestions, and Lighthouse Project was finally chosen by trustees. Hummerston acknowledges it is not the only organisation with Lighthouse in its title, but says that in the North West the name does not have the association with HIV work that it has for many Londoners.

"There is also a Liverpool Lighthouse which is part of a local Christian charity. We spoke to the church about our plans and they didn't feel there would be any conflict or confusion."

Hummerston adds: "It's very hard to come up with a name that is entirely original and which reflects the ethos of our organisation."

Surprisingly, there was no staff resistance to changing the name. "I think everyone accepted a change was needed, and that we would have to spend some resources doing it."

But the new name got a mixed reception. "There were some apprehensions with staff not liking the name or the logo. It'll take time to bed down. People feel comfortable with what they know and the key to keeping staff on board through change is consulting them and keeping them informed."


Hummerston admits that the rebranding process is lengthy and can be frustrating. "Trustees had to ensure it was the right decision - we all did."

Once the decision had been made, the next step was to get the new name registered at Companies House and by the Charity Commission. "They have to check there isn't anyone else with the same name. We chose 'project' because another organisation called 'The Lighthouse' already exists."

Legally the name was changed in December but the official launch was only held last month. "All the letterheads and key stationery were ready for December. We then had six months to get the Lighthouse Project's promotional material, signs and noticeboards changed."

A launch at the Liverpool Maritime Museum provided an opportunity for marketing the project to existing and potential partners. "As well as the Lord Mayor and our partners, we invited dignitaries from other areas and representatives from the three local universities - people we hope to be developing further links with in the future."

Inevitably it will be some time before everyone gets used to the new name. The children's charity Barnardo's dropped the "Dr" 17 years ago, but despite large sums spent on marketing some people still refer to Dr Barnardo's and think it runs children's homes. Hummerston and her colleagues are hoping their rebranding will be quicker to achieve.

TOP TIPS

• Consult as many people as possible.
• Involve your service users - they're the people all this is about.
• Have a working plan to roll out your new image. 
  
  RUBBISH TIPS
  
• Spend a fortune on image consultants and expect staff and users to like what they come up with. 
• Try to please everyone.
• Keep everyone in the dark until you're ready to unveil the new name and logo.