Renaming Your Firm: 4 Tips for a Smooth Rebrand

By Heather Robinson

Marketing Manager

Boomer Consulting, Inc.

Pop quiz: What do BackRub, Blue Ribbon Sports and AuctionWeb have in common?

Hint: You probably know these companies better by their current names: Google, Nike and eBay.

Big brands change their names, but smaller firms do it too, often as a matter of survival and growth. Firms may rebrand to reflect new services, new ownership or expansion into new markets where a similar name already exists. Whatever the reason, renaming a firm and working through the rebranding process isn’t simple.

Here are four tips to make your firm’s name change work in the real world.

Do your research

Deciding on a new firm name is often one of the most challenging parts of the process. You want a name that will last, reflect your values and support the emotional connection you want with clients and team members. This part can be so complex that there are entire companies devoted to naming other companies!

Start by generating a short list of options, then gather thoughtful input. One name might sound great in a partner meeting, but what will the rest of the world think? Survey a cross-section of employees and maybe a few trusted clients. Remember that names are subjective, and consensus is hard to achieve. Someone will always have a strong reaction based on their own experience or personal preference.

To keep the process moving, gather feedback but keep the decision-making group small. Once you have a few serious contenders, research them thoroughly.

• Use the US Patent and Trademark Office’s trademark search tool

• Check domain availability

• Confirm the name is available across social and digital platforms, including LinkedIn, Instagram, YouTube and Facebook.

Even if you’re not active on every channel today, you don’t want someone else using your firm’s name tomorrow.

Revamp your brand touchpoints

A name change affects much more than your logo and business cards. Every client-facing and internal touchpoint needs to be revamped and updated. That includes:

• Website and client portals

• Email signatures and templates

• Proposals, pitch decks and engagement letters

• Social media profiles and scheduling tools

• Digital ads and landing pages

• Physical materials like signage, event banners and printed handouts

Create a checklist so you can roll out updates consistently, not piecemeal. For a period of time, many firms also add “formerly [Old Firm Name]” to touchpoints like the website, email signatures and proposals to reduce confusion for existing clients and referral sources.

Communicate the change

How you communicate the name change can make all the difference between a smooth transition and unnecessary confusion.

Start with your people. Don’t rely solely on an all-staff email. Hold live meetings to explain the rationale, walk through what’s changing and answer questions.

Once employees are aligned, roll out a clear external communication plan. Use multiple channels to announce the change and reinforce it over time, including:

• Direct emails to clients, prospects and referral sources

• Website banners and blog posts

• Social media announcements

• Updates in proposals and presentations

Announce the change in advance of the official switchover date when possible. If the change follows an acquisition, merger or other sensitive event, stay positive and future-focused. Highlight what the new name represents and what is not changing about how you serve clients. Some firms even host a launch event to mark the transition and build momentum.

Transition seamlessly

Aim for a coordinated “go live” moment rather than a slow, confusing rollout. On your official launch day:

• Redirect the old website to the new URL

• Update social media handles and profile images

• Switch email signatures and templates

• Ensure proposals, invoices and engagement letters reflect the new name

Employees should be ready to use the new name in conversations, emails and meetings. You may encounter some resistance from people who are attached to the old identity, but consistency and confidence go a long way. Stay positive in your messaging and model the shift in every communication.

Over time, the new name will become the norm, and the old one will fade into the background.

Bring intention to your next name change

With careful research, thoughtful planning and intentional communication, you can successfully rename your firm and strengthen your brand in the process. Use the tips above to anticipate challenges, align your team and execute a transition that supports your strategy instead of distracting from it.

If your firm is considering a rebrand or name change and you’re not sure where to start, schedule a discovery call with Boomer Consulting. We can help you clarify your vision, learn from what other firms have done and determine the right next step for your firm’s brand.