When you outgrow your brand: SquadHelp

Why SquadHelp’s rebrand to Atom makes sense.

SquadHelp disclosed this morning that is has rebranded as Atom, using the domain name atom.com.

A few days back I was a guest on a business podcast, where I talked regarding the importance of domain names. The host asked me regarding domain marketplaces where people can search for domains and I mentioned SquadHelp. The name doesn’t exactly make sense for a domain marketplace, so I had to spell it out. In my haste, I fumbled over spelling squad.

Shortly thereafter I learned that SquadHelp was changing its name to Atom, and my experience this stretch telling a lay crowd regarding the site is a good reason why a rebrand was necessary. Also, if you’re going to hold your hat out as a place to pick names (and now sell ultra-premium domains), you need to walk the wall.

Squadhelp started as a site to help people name a business or product. The squad helped you pick a name, hence SquadHelp.

The business has ballooned since then and makes most of its money from the domain marketplace.

The fresh name makes sense for the business and I think it’s a smart rebrand.

There might be a slight radio test issue in which people hear adam.com instead of atom.com, but once they visit the site it will make sense.

Changing a domain name is hard. Just ask WooCommerce. This morning, I’m getting minor errors on the Squadhelp site. But once these get resolved, I think SquadHelp Atom will be in a much better spot with its fresh brand.