Business names can sometimes have a use-by date. If you’re thinking about a name change, there are important things to consider. Luke Faccini, Founder and Brand Strategist of The Sponge branding agency, says sometimes a name change is unavoidable when you move into new markets, for example, and your current name won’t work. Luke takes us through some of the biggest mistakes businesses make when changing their names. If you’re going to embark on the process, he says, it’s a big step and you may as well get it right.