16 areas to update when you rename your brand
Renaming your business involves more than just a new logo or rebrand; you must update the entire digital infrastructure that sits behind it if you want to protect things like your SEO and search engine rankings. To ensure a seamless brand transition without losing SEO authority, essential areas to update include redirecting your domain and social media handles.
Rachel shows Simon a printed brand guide
Essential steps for a seamless business name change
It is incredibly easy to get swept up in the excitement of a rebrand. Choosing a new name feels like a fresh start, a way to better align your outward identity with the work you actually do. However, beneath the surface of your branding lies a complex web of digital connections that need careful handling. If you don't map these out you risk more than just a few broken links; you could see years of hard-earned Google SEO juice evaporate overnight.
When we transitioned from The Apple Yard to Wildings Studio, we experienced this process firsthand. It taught us that a successful name change isn't just about the reveal—it is about the meticulous plumbing of your online presence. From the way Google perceives your new domain to the automated thank you notes your clients receive, every touchpoint must be realigned. This guide is designed to act as your map, helping you navigate the transition without losing your footing in search results or the impact of your brand.
Top rebranding takeaways for a successful name change
Use the Google Change of Address tool to notify search engines of your change of domain
Map every old URL to a new one using 301 redirects to preserve SEO
Update your Google Business Profile listing immediately to avoid location confusion
Rename existing social media accounts rather than starting from scratch to keep your followers
Reconnect your Instagram account on your website to maintain your feed
Scour your mobile site for old logos, specifically the mobile menu and favicon
Audit your blog for old brand mentions and outdated location keywords
Update automated messages and thank-you notes on all enquiry forms
Refresh your newsletter landing pages and email marketing templates
Notify HMRC and your bank to align your legal and financial identity
1. Mission critical areas
Forget these or get them wrong and you can seriously mess up your SEO.
Google Change of Address Tool - this tells Google that you have moved your website address, which is helpful when renaming your business, as it will migrate your old search results to your new listing
Redirects from your old domain - if you are completely redoing your website, make sure you match the old URLs to your new sitemap. This helps maintain your SEO. You can read more on URL redirects in Squarespace here
Your listing on Google Business Profile - this is one of the key places where people find you online, so make sure all your details are up to date. However, be aware that there may be a lag time in which Google insists on your old details. Keep revisiting it
Directories on Google searches - once you’ve been going for a few years, you’ll notice that your business details end up in a lot of places. These are often directories that have scraped your details, but it is worth keeping them up to date to get your new name out there. One example is Wales Online run by Central Index (formerly 192.com)
Key ideas:
Prioritise technical SEO tools like Google’s Change of Address to migrate search authority
Implement precise URL redirects so that old links don't lead to 404 error pages
Keep information current on your Google Business Profile (highly visible in searches)
2. Social media accounts
Social media platforms are another area where people routinely look you up and track you down, so it all needs to be up to date.
Here are a few things you can do practically:
Rename your accounts with your new name and handle, rather than start afresh - try to keep continuity with your accounts, so swap the names over wherever possible
Facebook business page - a significant chunk of social media is run via Facebook, so make sure you get on top of your Facebook page, although be warned that the backend of FB is a nightmare - don't underestimate it!
Update your embedded Instagram feed on your website - as soon as you change your handle, you may see interruption. If you are on Squarespace, make sure to update your connected accounts details
Link in bio URL - don’t forget to update any links in your Instagram bio (plus info in it), as this is a key part of your branding
Key ideas:
Maintain your following by renaming existing handles instead of creating new profiles
Navigate the complex Facebook Meta Business Manager backend early to avoid delays in name approval
Check that "link in bio" URLs and embedded website feeds are pointing to your new identity
Master colour in your branding
If you are a design-conscious brand—perhaps a garden designer, architect or interior stylist—understanding how colour impacts your reputation is vital. You can explore our deep dive into how to use colour psychology in business branding to see how these principles apply across the board.
If you’re ready to define a visual identity that truly resonates with your ideal clients, our branding service is designed to help you build a brand with both soul and strategy.
Want to discuss your brand’s choice of colour? Get in touch to start a conversation
3. Your website
This may seem obvious, but there are quite a few areas that you have forgotten about in the mists of time as you’ve added to and updated your website.
Mobile menu logo & favicon - these may not be obvious, particularly if you are on a desktop, but will stick out like a sore thumb
Old blogs optimised for your previous location & social icon links - your blog is likely to contain a lot of content, so take time to go through it and update it to your new brand name
Automated thank you notes on your enquiry form - this is an area that chugs away in the background, but you want to make a good impression, so make sure any automated messages are on brand
Your author profile with outdated bio info - along with your blog, make sure that any bios that are tucked away in your system say the right things, as they have a knack of being surfaced when people are looking for content
Key ideas:
Check the smaller details like favicons and mobile-specific logos that are easy to miss
Review your blog archive and author bios for mentions of your previous name
Ensure automated form responses provide a consistent and professional first impression
4. Random but important
Here are a few more areas that can get forgotten about, but are key to making a good impression.
MailChimp (we use Flodesk now) newsletter landing page - update it and it will do its work in the background, otherwise it will linger on like an unpleasant smell
Any Zapier automations - if you use zaps for automated messages of notifications, make sure they are on brand for your new name, particularly public-facing ones
Appointment scheduler (Acuity, Calendly) - again very administrative, but also very public area, so get it sorted and then you can concentrate on other things!
Details on your invoicing software (Xero etc.) - as above, just get it done, otherwise it will detract from the impact of your brand and confuse your customers
Key ideas:
Update background tools like Flodesk and Zapier to keep automated workflows on brand
Refresh public-facing administrative tools such as Calendly or Acuity
Ensure your invoicing and bookkeeping software reflects the new name for client clarity
Anything else to know about renmaing my brand?
There's a lot to remember when you rebrand - try not to stress out about making it perfect, but do pay attention to maintaining your SEO 'Google juice'.
Focus on the most intimate brand touchpoints first where you are likely to build rapport and have personal interactions.
Work outwards from there, and don't forget your bank and HMRC (the tax man)!
Key ideas:
Focus first on the personal touchpoints where you interact directly with your clients
Accept that perfection is difficult but maintaining your Google SEO juice is vital
Remember to handle the formal side by informing the bank and tax authorities
Frequently Asked Questions
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To protect your search rankings, you must use 301 redirects to point old URLs to your new ones and use the Google Change of Address tool. Updating your Google Business Profile and ensuring your new name is consistent across all web directories will also help maintain your authority.
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It is usually better to rename your existing accounts and change the handles rather than starting from scratch. This allows you to keep your existing followers and engagement history, providing a sense of continuity for your audience during the transition.
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Search engines can take anywhere from a few weeks to several months to fully index a new name and update all search results. You can speed up this process by manually submitting your new sitemap via Google Search Console and updating high-traffic directories.
About the author:
Simon Cox is the co-founding director (along with his wife, Rachael Cox) at Wildings Studio, a branding, website design and content marketing studio in Torquay, UK. He’s the writer and editor of the Wildings Studio blog which you’re currently reading. Simon is also responsible for the Wildings Studio content marketing services. Simon blogs regularly on topics to do with the core Wildings Studio services on branding, website design and content marketing (blogging). He’s passionate about helping small business develop great content that answers the questions people type in Google in order to get found online (SEO).
About Wildings Studio
Thoughtful, beautiful branding and websites for design-led businesses
Wildings is a website designer for small businesses offering website design. Based in South Devon, UK, we deliver small business website design for design-conscious brands like garden designers, interior designers, architects, circular ethos restaurants, speciality coffee shops, organic cafés and boutique hotels.
