By a vote of its Board of Directors, the International Executive Housekeepers Association will now be known simply as IEHA, with the tagline "Uniting facility managers, worldwide," to better reflect the organization's brand and the professionalism of the cleaning industry.

According to IEHA President Eric Bates: "Organizational branding is contingent on organizational identity, and ours has changed. Our 'new' — but established — simplified name of IEHA reflects that change and allows us to grow IEHA as a brand keenly representing members' skill and career development interests."

According to Beth Risinger, CEO/Executive Director of IEHA:  "Just as personal identities grow and mature, so do professional identities. The International Executive Housekeepers Association (commonly known as IEHA) has become a mature organization with a strong identity around member skills accreditation, certification, education, health and safety. At one point, we considered changing our name completely, but decided instead to capitalize on the equity we have built in the IEHA name and retain www.ieha.org as our primary web domain."

Other respected organizations have dropped longer names (which no longer fit them) while mainly retaining just initials as their identity. For example, CNN was formerly the Cable News Network (CNN) — an obsolete term in an era of satellite communications — and is now known globally as CNN.

IEHA plans to o make a complete switchover of all internal documents and the website to the new name and logo by January 2013.