Naming and key messages

In a nutshell:

The two partners of a small chartered accounting practice contacted GoodSense for help with marketing. Originally established within the Enspiral network in Wellington, the firm had offices in Wellington and Christchurch and felt that the Enspiral brand, while well known in Wellington, was not well known outside the capital.  With the Social Enterprise World Forum being held in Christchurch at the end of September, this provided the ideal deadline for Charmaine Meyers and Antz Rohan, to stop talking about a rebrand and to actually do something about it.

What was needed:

They contacted GoodSense because they knew we had a proven process for brand name development and applied to Canterbury Development Corporation (CDC) who are the regional business partner for Canterbury to see if they qualified for a voucher towards the cost of this project.  GoodSense undertook a collaborative process to agree the overall brand strategy, values and personality as well as the key messaging for the business. Then we developed a number of ideas for potential names.

How GoodSense helped

Working to a tight deadline GoodSense was able to create a long list of potential names for consideration and gradually whittle that down until we were comfortable with choosing the best of these.  The whole GoodSense team were involved in this process, and when we all liked the name that was available for a domain name, a company registration and for the social media profile pages, the recommendation was formalised and presented to the client. As with any major change it sometimes takes some getting used to, and what seemed like a lukewarm response at first, within a few short days had become an enthusiastic embracing of the new name Fairground and tag line, Accounting for a Better World. Here’s what they say:


“Working with the GoodSense team was a great collaboration.  We felt what was important to us was heard, and what they came up with accurately reflected what we were asking for.  The name was different, and now we are used to it we are excited to have it represent our core values and brand”

Charmaine Meyers, Chartered Accountant, Fairground.