Rebranding after the company name change: step-by-step plan of transition
Briefly: changing the company name is the riskiest type of rebranding, because all accumulated recognition of the old name in search, recommendations and client memory is lost. The article contains a step-by-step plan for transitioning to a new name without losing the client base.
Why changing the name is not a technical replacement, but risk management
When changing the name, the company temporarily loses its position in search for the old brand, and clients looking for the company by the old name may not find the new website. The task of the transition period is to minimize this gap, not just to beautifully present the new name.
Step-by-step transition plan
Step 1: announce the name change in advance to current clients through all available channels. Step 2: set up redirects from the old site to the new one to avoid losing SEO traffic. Step 3: keep mention of the old name in the format "formerly known as" during the transition period 6-12 months. Step 4: update all external mentions — maps, directories, social networks, documents.
How long should the mention of the old name be kept next to the new one? Usually 6-12 months, depending on how well-known the old name was in the market. Is it necessary to notify partners and suppliers separately from clients? Yes, this is a separate communication channel — partners need to update details and data in contracts. What to do with accumulated reviews and recommendations under the old name? Where possible, transfer to the new company profile or explicitly indicate that these are reviews about the same company under the former name.
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