A new name and new web address could, in many cases, throw a cat among the pigeons when it comes to brand identity. JoAnn Kurtz-Ahlers took the plunge earlier this year, evolving into “Hidden Doorways”. We asked her why.

Especially in the travel space, with all the agencies and sub-agencies that have sub-branding, it’s very hard to come up with something. I had a consultant and we were working on other things, and I said, ‘You know, I would like to really attempt again to change my name’. When you do that, people think you sit around and brainstorm words – but it’s not really that. It’s really a case of digging deep and expressing who you think you are and what you bring to the table that differentiates what you do.

When I started, I was doing a lot of consulting, so it made sense to have my name. Butalotoftimes, if I was consumer-facing, I spent so much time explaining what that name was and what we did, and it was wasted moments. So, “Hidden Doorways” is I think what we bring to the table, whether it’s new properties or new experiences, or new ways of looking at things, if it’s a consulting project … it’s those doorways that take you into a different knowledge.

Photo: JoAnn Kurtz-Ahlers, President, Hidden Doorways