A new name means a new brand, and we all know a new brand requires copy to communicate the functional and emotional benefits, brand promise, personality, and other meaningful aspects of the company, product, or service. Your new name is the result of weeks (possibly months) of brand immersion. Your naming company has worked closely with you to strategically map out audiences, messaging, style and tone, and other elements that make up your brand. It will save time and cost to leverage this existing knowledge and relationship for developing your other brand communications rather than start over with a new partner.