When Bemnet Graphics Outgrew Its Name
In the beginning, we were Bemnet Graphics ... named after our General Manager, Bemnet. It made sense at the time. Small company, personal touch, straightforward branding. But as we grew, something started to feel off.
Here we were, advising clients on brand identity every single day, telling them how important the right name is, how it needs to represent more than just a person ... and our own company was literally named after one guy. The irony wasn't lost on us.
Plus, there was a practical problem: our international clients couldn't pronounce "Bemnet" to save their lives. We'd hear every possible variation on calls with clients from Dubai, DC, and Beijing. If we were serious about going global, we needed a name that worked everywhere.
The Search for Something Better
So we did what we do best ... we started brainstorming. Whiteboards filled up with ideas. Names that sounded cool in English but weird in Amharic. Names that were too long. Names that were already taken. Names that just... didn't feel right.
We knew what we wanted: something short, punchy, and bilingual. It needed to roll off the tongue whether you were speaking English or Amharic. Four or five letters maximum. Easy to remember, easy to spell, easy to say.
But knowing what you want and finding it? Two completely different things.
Then Came the Lightbulb Moment
Out of nowhere, the manager of our sister company, Dama Solutions, Natnael, threw out a suggestion: "What about Dama PLC?"
The room went quiet for a second. Then everyone started nodding.
Dama. Of course. Dama.
Why Dama Just Works
If you're Ethiopian, you already know what dama is right ? ... it's our version of chess, a strategic board game that's been played here for generations. Strategy, thinking ahead, making smart moves. That's literally what we do for our clients' brands.
Four letters in English: D-A-M-A. Simple. Clean. International clients can say it without hesitation.
Two letters in Amharic: ዳማ. Even better.
It works in both languages seamlessly, which is rare and honestly kind of beautiful when you think about it. We're an Ethiopian company serving global clients ... our name needed to reflect that reality.
From Graphics Shop to Dama PLC
So we made it official. Bemnet Graphics became Dama PLC, and suddenly everything clicked into place. The rebrand gave us fresh energy, a stronger identity, and a name that could grow with us as we expanded across East Africa, the Middle East, and beyond.
Looking back, it's funny that we struggled so much to name our own company when that's literally part of what we do for clients. But maybe that's the lesson: sometimes the best ideas come when you stop overthinking and let the right answer find you.
And for us, that answer was DAMA. Thank you Natty :)