Rebranding is a fundamental change to a brand – its name, visual identity, positioning, or all of these at once. It makes sense for a clear reason: a change of owner or a merger, a significant change in the offering, a legal problem with the name, expansion into a market where the name does not work, or damaged reputation. It does not make sense simply because management has fallen out of love with the logo. The main risk is a loss of recognisability and everything that was tied to the old name – from customer awareness to search visibility and links. Plan the change with a transition period during which both names are used, careful website migration and redirects, updating all registers, catalogues, and profiles at the same time, and an explanation of the change to customers. Expect the return of the original figures to take months.
See also: Website migration without losing rankings, Directories and consistent company data, Entity Disambiguation.
