The whistleblowing charity Public Concern at Work has changed its name to Protect.
The charity said its old name caused some confusion and the new brand helped people to better understand what it did.
A spokeswoman for Protect, which began using its new name this week, said some people mistakenly thought it worked only in the public sector and its old name "was also a bit of a mouthful".
The charity, which will be 25 years old next month, said research showed the name Protect with the strapline "Speak up, stop harm" worked best with whistleblowers and businesses.
"We hope our new name is easier to remember and better explains what we do: protect workers’ rights, the reputations of organisations and wider society by encouraging safe and responsible whistleblowing," the spokeswoman said.
"We believe that whistleblowing ultimately protects customers, beneficiaries, staff and the organisation itself."
The charity estimated that the cost of the rebrand, which was mainly conducted in house with a consultant helping with web design, was between £8,000 and £10,000.
It also received pro-bono advice from the agency Rufus Leonard.
"The biggest part of the work has been deciding on a name that sits well with both whistleblowers who need our advice and with businesses and organisations that need our support in whistleblowing best practice," the Protect spokeswoman said.