Rebranding: when and how to change your startup name

When should you consider rebranding?

Rebranding is a major decision that can cost between $50k and $500k. Here are the signals that indicate it's time to change.

Warning signs

• Legal issues: trademark conflict, cease & desist
• Product pivot: your offering has completely changed
• Limiting name: hinders geographic or sector expansion
• Negative connotations: problematic associations
• Memory difficulties: customers can't remember/spell it

Case studies of successful rebrandings

Google (ex-BackRub): more universal and memorable name
PayPal (ex-X.com): avoids confusion with adult content
Instagram (ex-Burbn): focus on main functionality
Twitter (to X): ... to be continued 😅

8-step rebranding process

1. Complete audit: why change, clear objectives
2. Research & naming: new name aligned with vision
3. Legal validation: verifications and filings
4. Identity design: logo, graphic charter
5. Communication strategy: announcement and explanation
6. Technical migration: domain, email, applications
7. Deployment: update all media
8. Follow-up: impact measurement and adjustments

Expected costs

• Research & creation: $5k-25k
• Legal: $2k-10k
• Design: $10k-50k
• Communication: $20k-200k
• Technical: $5k-30k
• Opportunity: revenue lost during transition

Risks to mitigate

• Loss of acquired notoriety
• Confusion of existing customers
• Temporary negative SEO impact
• Underestimated migration costs