What’s in a Name? Why Getting It Right Matters More Than You Think
In communications, a name is never just a label.
It’s the first story you tell. It’s the shorthand people use to understand who you are. And it’s often the difference between being recognized and being understood.
That distinction matters, especially for mission-driven organizations.
Earlier this year, Clarity Channels Communications (the home of The EO Report), had the privilege of working with Connected Roots Care Center (CRCC) on a rebrand that seemed simple on the outside, but had a major impact on their identity: it gave meaning to a name that already carried trust. The project received the Nebraska Public Relations Society of America’s Paper Anvil Award of Excellence in Brand/Reputation management this past week, so we thought it was a great time to highlight the learnings from the project for all communicators.
When a name has brand equity, but not clarity
For 35 years, CRCC has been serving children and families across Nebraska with a deeply respected, integrated model of care that includes nursing, therapy, education, and behavioral health services.
The organization is well known. The acronym CRCC carries credibility.
But there was a persistent problem hiding in plain sight: the CRCC name no longer stood for anything. Originally founded as Children’s Respite Care Center, the organization had eventually shortened its name to the acronym alone. Over time, that acronym became familiar but vague. Internally and externally, people asked the same question: “What does CRCC stand for?”
Without a clear name, the organization risked confusion. Staff embodied the organization’s mission and spirit daily, but the brand lacked the language to consistently communicate purpose, value, and impact to families, donors, and partners.
The strategic insight: names should do real work
Through discovery sessions and stakeholder interviews, CRCC and Clarity Channels Communications identified a key truth: CRCC didn’t need to abandon its name. All it needed was to give it meaning.
The decision was intentional:
It retained the CRCC acronym to preserve 35 years of brand equity
It gave CRCC meaning that aligned with the organization’s purpose, history, identity, and future
In collaboration with the leadership team, CRCC became Connected Roots Care Center.
Why “Connected Roots Care Center” works
Every word in the name was chosen to carry meaning:
Connected reflects relationships between children, families, educators, therapists, medical providers, and the broader community.
Roots speaks to foundation and growth: being grounded in care while helping children thrive.
Care captures the full spectrum of services offered.
Center reinforces CRCC’s role as a hub for families and partners.
Care Center was also retained as a carryover from the original name.
The name itself told the story. That clarity was reinforced with new guiding statements:
Vision: Embracing every ability, empowering every family.
Mission: To provide children and young adults individualized care rooted in quality education, specialized nursing, rehab therapy, and behavioral health services.
Now, CRCC’s name, mission, and vision all point in the same direction.
A name only works if people see themselves in it
Before launching publicly, the new identity was introduced internally at an all-staff retreat on April 16, 2025. Staff weren’t just shown a logo or a tagline – they were given context. The why behind the name mattered. The response was immediate and emotional.
One CRCC therapist captured it perfectly: “We finally feel seen.”
And there’s the critical truth for communicators. A name isn’t just words on the side of a building or for use externally – it can be used to align people internally, too.
Bringing the identity to life
The public launch followed on May 1, 2025, coinciding with CRCC’s 35th anniversary. It included:
A Family Celebration Day with t-shirts, a banner reveal, and a root beer float party
A coordinated digital rollout across the website, donor communications, and social media
Community-wide announcements to partners and stakeholders
The refreshed logo, developed by Drew Davies of Oxide, visually reinforced the new identity, using tree and root imagery to symbolize stability, growth, and connection. The name, visuals, and message worked together as one system. Drew also supported the development of a new tagline that supported external marketing efforts.
The takeaway
If people recognize your organization but can’t clearly explain what you do or why you exist, your name may be doing too little work.
A strong name doesn’t require explanation: it carries meaning on its own. And when it’s done right, it becomes one of the most powerful reputation tools you have.
That’s what’s in a name.
A Side Note:
After we received the award announcement, we received a toolkit from PRSA to help promote the award. It included assets such as an official badge, key message, sample copy, and useful links in one convenient place.
It’s a smart tactic: they want people to co-brand, and they’ve made it easy to do so.