Train 2000 now rebranded 'The Women's Organisation'
Last month, Liverpool- based women’s enterprise organisation Train 2000 rebranded itself as The Women’s Organisation.
Chief executive Maggie O’Carroll explains how that rebranding came about:
Train 2000 started in 1996 and it was very much a rush job setting the organisation up. We didn’t really give an awful lot of thought to the name.
We’ve been so busy doing the work since, though every year we’ve intended to rebrand.
With the building of the new centre, and our work expanding into the international field, it was always difficult to explain our name.
We always had to go through a lengthy explanation. It never fitted really well. It worked pre-2000, but we should probably have done the rebranding then.
Also, Train 2000 has a very good reputation. We’re very well-known among other campaign groups and stakeholders.
It probably took more work than we imagined and were helped by local award-winning design agency Uniform.
We went through an internal and external consultation. We did an international consultation with our partners around the world.
We talked to our key stakeholders – women entrepreneurs. We wanted a name that would reflect the work of the organisation going forward.
We’ve had a lot of support from local agencies, including local authorities and Liverpool Vision.
We hope it clearly communicates what the organisation is about. It’s very much about empowering women’s economic development.
It’s been very well-received around the world, from China to New Zealand to the US.
We certainly feel we’ve done everything we can to get it right.
Because of our international work, we needed to have something much more succinct but that communicated what we were trying to achieve.
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