How to Change Your Brand Name: A Practical Checklist
TLDR: Top 3 Takeaways from this Post:
Legal and Administrative Steps: When changing your company name, ensure you secure the new name legally. Handle these changes carefully to avoid legal and operational disruptions.
Digital Presence and Branding: Secure your new web domains, social media handles, and redirect old links to maintain your digital presence. Updating brand assets like logos and messaging ensures a smooth transition for your customers and avoids confusion.
Communication is Key: Actively communicate your new name to customers, vendors, and employees. Don’t just update your website—announce it broadly and remind people to make the change stick.
We rebranded her for better barketing opportunities.
A member of my OGC community recently ran into a snag related to her professional services business and its brand:
“I am considering changing my public business name (new domain, logo, etc.) and feeling a bit scared / overwhelmed… what do I need to update or consider?”
And then, just a few days later, I was working with a client team to link their company vision to their brand, and it was clear that their brand name was holding them back but the idea of a name change was intimidating.
Sometimes a name change is needed to unlock a company’s potential, so let’s break it down!
Deciding to change your company name is no small feat. Whether you're rebranding to reflect a shift in your business direction or simply want a fresh start, the process can feel daunting. After all, your company name is everywhere—from legal paperwork to marketing materials (and probably your favorite hoodie).
But don't worry—I've got you covered! Let's walk through the key steps to take when changing your company name. I want you to feel confident as you embark on this exciting change!
Come up with your new name. I provided several strategies to successfully brainstorm your new name here.
Secure the New Name Legally. Before announcing your new name, ensure that it’s legally available. Before you go shouting your new name from the rooftops, make sure it’s legally available. No one wants to fall in love with a name only to find out it's already spoken for. I shared best practices for securing your trademark and a domain name here. Here’s a general breakdown of what needs to happen:
Update with the Secretary of State: File the necessary documents with your state’s Secretary of State office. For LLCs and corporations, this could mean filing Articles of Amendment or a Certificate of Name Change.
Update Your Federal EIN: Your Employer Identification Number (EIN) stays the same, but you’ll need to inform the IRS of the name change using either a letter or by checking a box on your tax forms.
Update Your Local Business License: Notify your city or county about the name change to update your business license.
State and Federal Licenses: If you hold any licenses or permits for your business, they’ll need to be updated with the correct name.
A DBA (Doing Business As) can help you manage existing contracts under the prior business name, which means that you can wait to update contracts until the current ones expire – this will save everyone some legal disruption. Some businesses even keep the DBA in place to avoid other legal requirements. Get guidance from your attorney on this one!
Secure Social and Web Domains: Don’t let your digital footprint get lost! You’ve worked hard to build traffic to your current domain, so set up redirects to keep the positive momentum going. Social handles are just as critical to the transition (and your brand!) as your web domain, so you should secure handles on Instagram, LinkedIn, Facebook, Twitter, etc. If your desired handle is taken, it’s time to get creative.
Pro-tip from OGC member Kristin Young: “Auto-forward emails from your old domain to the new one and reply from the new email address. Do not set up an auto-response from the old email address because you will mostly get spam.” Trust Kristin—she knows how to dodge the spam machine!
Update Brand Assets: A name change is like a glow-up for your brand. New name, new logo, new visual identity. Your customers won’t just notice the change—they’ll feel it. Just remember to avoid any “wait, who is this?” moments. How’s your messaging? You may also need to update your messaging framework to tell your new story.
Update Contracts, Agreements, and Licenses: Look, no one likes updating paperwork, but it’s necessary. Contracts, agreements, and licenses all need to reflect your shiny new name, including internal paperwork and agreements with customers, vendors, and employees.
Handle Your Books: Avoid future headaches by updating your bank accounts, credit cards, and payment processors. No one wants a “Who’s this again?” moment when it comes to getting paid.
Contact your bank and credit card companies to update your business accounts with the new name. Be ready with documentation like amended business certificates.
Update your tax filings with the new name, including sales tax permits and payroll tax accounts.
Update payment systems like PayPal, Stripe, and other processors to reflect your new name.
Shout it from the rooftops! Don’t just quietly update your website and hope people notice. Your customers, vendors, and employees need to know what’s up—and please be prepared to remind them a few times before it sticks. I gave tips about including your employees in the rebrand process here.
Changing your company name is an exciting yet complex process. It requires planning, patience, and yes, a bit of paperwork. But in the end, a fresh name can breathe new life into your business and set you up for future success—because who doesn’t love a good glow-up?
If you’ve got questions about your brand or brand strategy, let’s talk.
