Situations
Rebrand
How do we change our story without losing our history?
A rebrand replaces the Stated Reality overnight. Internet Reality takes far longer to update, and in the gap between them a company can become hard to recognise.
How it shows up
- The company has renamed, merged, or moved into a new category.
- External sources still describe the business you used to be.
- The new messaging tests well internally and returns nothing in search.
- Existing customers can find you; the market that has not met you cannot.
What we look at first
- Entity continuity: whether search engines and AI systems connect the old company to the new one.
- The vocabulary gap between what you now call yourself and what the market still searches for.
- Third-party sources that need updating, and which ones actually matter.
- A sequence that introduces the new language without abandoning the old demand.
What isn't working the way it should?
Tell us what you are trying to improve. We will tell you where we would start.