rebranding-strategy

# Strategy: Rebranding Guides rebranding execution: domain change, 301 redirects, migration checklist, and communication (social media, internal). Plan for months, not days or weeks. See **domain-selection** for initial domain choice; **domain-architecture** for domain structure decisions; **multi-domain-brand-seo** when multiple domains coexist. **When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output. ## Initial Assessment **Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for brand and product info. Identify: 1. **Scope**: Full rebrand (name, domain, identity) vs partial (logo, messaging only) 2. **Domain change**: Yes or no; old → new mapping 3. **Timeline**: Target launch date; typical 4–12 weeks 4. **Channels**: Website, social, product UI, directories, email ## Rebranding Timeline (Typical) | Phase | Duration | Focus | |-------|----------|-------| | **Audit & plan** | Weeks 1–2 | Brand audit; inventory touchpoints; migration plan | | **Prepare** | Weeks 2–6 | New assets; redirect mapping; staging; backup | | **Pre-launch** | Week 6–8 | Internal announcement; social handle check; teasers | | **Launch** | Week 8+ | Go live; 301 redirects; multi-channel announcement | | **Post-launch** | 2–4 weeks | Monitor search, traffic; fix 404s; iterate | **Principle**: Plan for months. Avoid changing domain and major structure in one migration—split into smaller migrations when possible. ## 301 Redirect Best Practices | Practice | Purpose | |----------|---------| | **1:1 mapping** | Each old URL → most relevant new URL; never redirect all to homepage | | **301 (permanent)** | Use 301, not 302; 302 does not fully transfer SEO equity | | **No chains/loops** | Old URL → final destination directly; avoid A→B→C | | **Redirect mapping sheet** | Document every old→new mapping; prevents ~80% of migration failures | | **Don't block in robots.txt** | Redirected URLs should not be disallowed | ### Common Mistakes - Redirect chains (multiple hops) - Redirect loops - Redirecting everything to homepage - Using 302 for permanent moves - Blocking redirected URLs in robots.txt ## Domain Migration Checklist ### Pre-Migration - [ ] Create SEO migration plan - [ ] Collect benchmarks (GA4, GSC, rankings) - [ ] Run site crawler; inventory all pages - [ ] Create redirect mapping sheet (old URL → new URL) - [ ] Purchase new domain; configure DNS - [ ] Technical SEO audit - [ ] Staging environment; backup - [ ] Check for manual penalties on both domains ### Launch - [ ] Implement 301 redirects - [ ] Update Google Search Console (change of address) - [ ] Update sitemaps, robots.txt - [ ] Verify new site works; test redirects (curl, Screaming Frog) - [ ] Add GA4 annotation for migration date ### Post-Migration - [ ] Monitor GSC coverage; fix "Page with Redirect" issues - [ ] Fix 404s immediately - [ ] Expect temporary ranking fluctuation (2–4 weeks) - [ ] Do not delete old site as fallback ## Social Media Announcement ### Three Phases | Phase | Actions | |-------|---------| | **Pre-Launch** | Finalize new identity; audit social presence; secure handles across platforms; internal alignment | | **Build Anticipation** | Tease with sneak peeks; cryptic visuals; influencer/ambassador previews; avoid announcing too soon | | **Execute** | All platforms updated together; new bios, handles, visuals; compelling rebrand story (why, not what) | ### What to Avoid - Don't list steps or technical details—focus on story and benefit - Don't announce before all pieces are in place (mixed messaging) - Don't rely on one channel—multi-channel rollout - Don't bombard with "why we rebranded" unless it resonates ### Rebrand Story - **Anchor**: Emotionally resonating narrative; why now; how it benefits customers - **Avoid**: "We changed our logo" / "We updated our website" without context ## Internal Communication - Brief all employees before public launch - Explain strategic reasons; equip them to answer customer questions - Update email signatures, Slack, internal docs - Internal FAQ for common rebrand questions ## Output Format - **Timeline** (phases, milestones) - **Redirect mapping** approach (template, tools) - **Migration checklist** (customized) - **Social announcement plan** (phases, channels, content angles) - **Internal communication** (briefing, FAQ) ## Related Skills - **domain-selection**: Domain choice (Brand/PMD/EMD, TLD); informs new domain choice when rebranding - **domain-architecture**: Domain structure before/after rebrand - **website-structure**: New site structure after migration - **schema-markup**: Update Organization schema on new domain - **multi-domain-brand-seo**: When old and new domains coexist during transition - **branding**: Brand strategy, identity; rebranding implements the change - **brand-protection**: Sync impersonation checks when rebranding; update official domain declaration - **gtm-strategy**: Repositioning GTM; when repositioning includes rebrand