Thinking About Changing Your Business Name? Read This First.

A business name is one of the most important brand assets you have—but what happens when it’s no longer working for you?

Maybe your name doesn’t fit what you offer anymore. Maybe it’s confusing to customers. Maybe it’s limiting your ability to scale, attract the right clients, or stand out from competitors.

But changing your business name is a big deal. Done right, it can open doors to growth, positioning, and clarity. Done wrong, it can create confusion, weaken brand trust, or even set you back in SEO and marketing.

I know this firsthand.

I remember the first time I had to spell out my business name for a podcast host so that the audience, who would only hear audio, would be able to find my business. ‘It’s Vicky—V-I-C-K-Y… Wu—W-U.’ Every time, I’d have to clarify. I could almost feel the eyes of the audience glazing over and this was prerecorded so it’s not like I could even see them lol. That moment reinforced what I already knew: a name that’s hard to remember is a name that works against you.

Recently, I changed my business name from Vicky Wu Marketing to Unscrewed Marketing—but I didn’t just wake up one day and make the switch. This change was years in the making, and I followed a specific strategy to ensure it was the right move.

If you’re an entrepreneur thinking about a rebrand, here’s what I’ve learned—and what you should consider before making your own decision.

And I’m not just speaking from experience doing one personal rebrand—I’ve helped multiple businesses, from Fortune 500 companies to small entrepreneurs and nonprofits, navigate rebrands, including full name changes. Whether it was a corporation repositioning itself in the market, a nonprofit refining its mission, or an entrepreneur realizing their initial name no longer fit, I’ve guided them through the strategic and logistical steps to make the transition seamless.

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Why I Changed My Business Name (and Why Timing Mattered)

Starting with My Name Was a Smart Move (at First)

When I first launched my business, using my personal name made perfect sense.

I had already spent years building a reputation in the Dallas-Fort Worth business community as a marketing expert. Branding under Vicky Wu Marketing allowed me to leverage that reputation immediately—clients who already knew my work could find me easily, and it created instant credibility.

But as my business grew, I already knew my name wouldn’t serve me forever. I had a long term plan when I started.

✔️ Personal vs. Business Branding: Using my name meant my business was inseparable from my personal brand. I wanted to create a company identity that could stand on its own—while allowing me to develop my own personal brand separately.

✔️ Scalability & Perception: A company named after a person can sometimes limit how people see it. Many assume it’s a small, one-person operation, a coach, or a freelancer—not a full-scale marketing team with fractional CMO services, strategic consulting, and execution.

✔️ Spelling & Accessibility: Let’s be honest—both my first and last name have multiple common spellings. Vicky Vickie Vikki Vickey Wo Woo who knows what else! That means every time I told someone my business name, I had to spell it out. Not great for memorability or discoverability, especially in digital marketing where easy searches matter.

Why I Didn’t Rush the Name Change

While I always planned to rebrand under a new name, I didn’t rush the process.

Like many entrepreneurs, I got hit with the COVID curveball. The business world shifted, priorities changed, and while I kept working with clients, I put the renaming project on hold. (Pro tip: A name change should never be rushed. If you’re going to do it, do it right.)

I finally pulled the trigger now because:

🔹 I had just completed an in-depth refinement of my brand voice, differentiation strategy, and overall positioning. Since I offer this service to clients, it was time to ensure my own brand fully aligned with the strategy I knew worked best.

🔹 The market had shifted again. Entrepreneurs are more skeptical than ever of marketing gimmicks and empty promises. They don’t need more generic strategies—they need someone who can cut through the noise and fix what’s actually broken.

🔹 I had the strategy fully mapped out. When you rename a business, execution is key. I wasn’t just picking a new name and hoping for the best—I had a clear plan for transitioning my brand without confusing my audience.

Lessons for Entrepreneurs Thinking About a Name Change

If you’re wondering whether to change your business name, take a step back and think strategically.

✔️ Don’t change your name just because you’re bored with it. You need a real business reason. Does it no longer reflect what you offer? Is it confusing to customers? Is it limiting your growth?

✔️ Timing matters. Don’t jump into a rebrand unless you’re ready to roll it out seamlessly—otherwise, you risk confusing your audience or losing momentum.

✔️ Your name should serve your business goals. If it’s holding you back from scaling, clarifying your message, or standing out in your market, it’s time to consider a change.

👉 Up next: The strategy behind choosing the name Unscrewed Marketing—and how I made sure it fit my brand differentiation.

Why I Chose the Name ‘Unscrewed Marketing’

A business name isn’t just a label—it’s a positioning tool.

It tells people what you stand for, sets expectations, and differentiates you from the sea of generic marketing services out there. I’ve spent my career helping businesses—from Fortune 500 companies to small entrepreneurs and nonprofits—refine their branding and positioning to ensure they stand out.

So when it came to choosing a name for my own business, I followed the exact strategy I use with my clients.

I’ve met too many entrepreneurs who come to me completely defeated by marketing. They’ve spent thousands $$ on strategies that didn’t work, or they’ve followed ‘gurus’ who promised the world and delivered nothing. They feel like they’ve been screwed over, and honestly? Sometimes, they have.

Unscrewed Marketing isn’t just a name—it’s a promise. It means unraveling the bad advice, removing the frustration, and getting marketing working the way it’s supposed to. It’s about fixing what’s broken so money, customers, and opportunities finally start flowing again

Here’s why ‘Unscrewed Marketing’ was the right name, and what you should consider when choosing your own.

Marketing Is Broken—and Entrepreneurs Know It

If there’s one thing I hear all the time from business owners, it’s this:

“I’ve spent so much money on marketing, and it just hasn’t worked.”

Some feel like they’ve been outright scammed—sold an overhyped course, locked into an agency contract that produced nothing but headaches, or told to follow a one-size-fits-all strategy that never accounted for their business.

Others feel like they’re throwing money into a black hole—investing in website redesigns, ad campaigns, or social media strategies that never deliver the results they were promised. They start to wonder: Is it my business? Is marketing just a waste of money? And that’s exactly how they get stuck.

Others simply feel stuck. They’ve been handed contradictory marketing advice, drowned in endless SEO and social media “must-dos,” and left with a mess they don’t even know how to untangle.

This is exactly why my company exists—to fix what’s broken in marketing.

That’s why, when I set out to rename my business, I knew the name had to reflect exactly what I do. And after running through dozens of ideas, one word kept standing out—because it described the problem and the solution at the same time.

The Two Meanings of ‘Unscrewed’

I landed on ‘Unscrewed Marketing’ because it perfectly captures what I do and who I help.

✔️ The First Meaning: Fixing Bad Marketing Advice

Many of my clients have come to me after getting screwed over by bad marketing. They’ve poured money into courses, strategies, and “gurus” who only taught them one way of doing things—usually a method that worked for them once and was then packaged up and sold as the ultimate solution.

These entrepreneurs don’t need more generic advice. They need someone to help them fix the mess and build a marketing strategy that actually works for their unique business.

✔️ The Second Meaning: Unlocking Growth

 

Marketing should be a flow—money, customers, and brand visibility should be moving toward you.

But when your marketing is broken, it’s like a jar with the lid screwed on too tight—everything is stuck inside.

Unscrewed Marketing is about removing the barriers to growth and ensuring your marketing efforts actually produce results. Instead of wasting time and money on strategies that don’t fit, we create tailored solutions that make marketing simpler, more effective, and finally, profitable.

How I Knew This Name Was Right

A name isn’t just about creativity—it’s about strategy.

I didn’t just pick ‘Unscrewed Marketing’ because it sounded fun. I used the exact process I walk my clients through to ensure it aligned with my brand positioning, differentiation, and audience.

Here’s what I considered:

✔️ Does it reflect my brand differentiation?
Absolutely. Most marketing agencies try to fit businesses into a prebuilt system. I don’t do that. My strategies are built around what makes each client unique, and this name reflects that.

✔️ Is it memorable?
Definitely. ‘Unscrewed Marketing’ stands out from the generic “growth,” “solutions,” or “digital” names that are everywhere. It’s different—and different is good. Usually anyway.

✔️ Does it align with my audience’s frustrations?
100%. The entrepreneurs I help know what it’s like to feel screwed over by marketing that doesn’t work. This name immediately signals that I understand that frustration—and I have a solution.

✔️ Is it easy to say, spell, and share?
Yes! My previous business name, Vicky Wu Marketing, had the challenge of multiple possible spellings. I wanted something simple that people could remember, spell correctly on the first try, and easily refer to others.

✔️ Is the domain name available?
Yes—well, it was lol. Not now 😉 This was a key factor. Before finalizing any name, I made sure I could secure the domain and digital properties without competition or confusion.

✔️ Does it allow for growth?
Yes. Unlike a name tied to my personal brand, Unscrewed Marketing allows me to scale, bring in specialists, and create a brand identity separate from just me.

Lessons for Entrepreneurs Choosing a New Name

If you’re considering renaming your business, don’t choose a name just because it “sounds good.”

Follow these steps to make sure it actually supports your growth:

✔️ Start with your differentiation, not a list of words.
Many entrepreneurs choose a name first and build a brand around it later. That’s backward. Instead, focus on what makes your business different, who you serve, and what transformation you provide.

✔️ Make sure your name actually communicates something meaningful.
A good name should make people instantly curious, interested, or clear on what you do. If they have to think too hard about it, you’ve lost them.

✔️ Check for confusion.
Some of the names I brainstormed sounded great, but they could have been mistaken for other industries. For example:

 

• • Marketing Unleashed sounded strong but could be confused with a pet-related business.

• • Marketing Fresh I liked would have made people think I only worked with restaurants, grocery or food and beverage.

Hey, if your business works with pets or food, schedule a consultation because my bran already has a framework for your branding to slip into!

✔️ Make sure it’s easy to say, spell, and share.
Your name should be something people can type without second-guessing, say out loud easily, and remember without effort.

✔️ Don’t settle for a name that limits your future.
Your business will evolve. Choose a name that allows you to grow instead of boxing you into a niche you might outgrow.

Up Next: The challenges of renaming a business (and how to avoid common pitfalls).

The Challenges of Renaming a Business (and How to Avoid Common Pitfalls)

Changing your business name isn’t as simple as swapping out a logo. It affects every part of your brand, from marketing and SEO to customer perception and operational logistics. If you don’t plan it carefully, you risk confusing your audience, losing credibility, or making costly mistakes.

I’ve helped multiple businesses—from Fortune 500 companies to small entrepreneurs and nonprofits—navigate rebrands, including full name changes. I already knew what works and what doesn’t before I started my own renaming and rebranding. So before you dive into renaming your business, here’s what you need to know.

What I Considered Before Changing My Name

Because I’ve done this before—for both my own company and for clients—I knew exactly what to expect. I went through a deliberate, strategic process to ensure a smooth transition and minimize risks.

1. The SEO and Website Impact

A name change can cause a temporary drop in SEO rankings if not handled correctly. But because I wasn’t changing my website structure or deleting existing content, the impact was minimal.

One of the biggest fears entrepreneurs have about renaming their business is that it will hurt their SEO. And honestly, I get it—I’ve had clients who were terrified that changing their name would make them disappear from Google overnight.

The truth? Yes, there’s always a risk of a temporary dip in rankings. But I also knew that if I handled the transition properly, it wouldn’t be a problem. For most businesses when it is handled well, SEO stabilizes within 60-90 days—sometimes even faster if you follow best practices. As long as you set up redirects, update internal links, and keep publishing content under your new name, you won’t lose long-term visibility

To keep my rankings stable, I:

 

• • Kept both names on the website for a transitional period (Unscrewed Marketing, formerly Vicky Wu Marketing), so visitors weren’t confused

• • Ensured old URLs redirected seamlessly to avoid broken links as much as possible

• • Updated meta descriptions and branding to reflect the new name while maintaining existing SEO momentum

For entrepreneurs making this change, redirects and consistency are key. If people search for your old name and can’t find you, you’ve lost potential business.

2. Legal and Business Documentation

Updating the legal business name was easy for me—I simply filed a DBA. But I also had to consider:

 

• • Contracts, invoices, and client agreements

• • Bank accounts and payment processors

• • Licensing and tax documents

Every business will have different requirements, so entrepreneurs should make a checklist of all the places their business name appears. I’ll be including a downloadable checklist at the end of this article to help with this step.

3. Audience Perception and Trust

For businesses with strong brand recognition, a sudden name change can create confusion or even make customers feel disconnected.

To make the transition seamless, I:

 

• • Built anticipation before the change by hinting that something big was coming

• • Made the announcement clear, not subtle—the more transparent, the better

• • Kept my messaging consistent across my website, social media, and emails so my audience understood the shift

The key takeaway here? Your audience should never feel like they’re suddenly following a different company.Entrepreneurs should explain the reason behind the change and reassure customers that the business they know and trust is still the same—just evolving.

4. Updating Branding and Marketing Materials

Even though I changed my business name, I didn’t change my core messaging, values, or differentiation. But I still had to update:

 

• • Logos, website graphics, and social media banners

• • Email signatures, newsletters, and marketing templates

• • Business cards and digital assets

Many entrepreneurs underestimate the time and effort required to update everything. The last thing you want is a mix of old and new branding floating around. The transition should be clean, clear, and well-planned.

5. Old Content and Media Mentions

This was one of the only challenges I couldn’t fully control. Over the years, I’ve been featured in podcasts, interviews, and videos where my previous name and website were mentioned.

I had two options:

 

1. 1. Manually edit old content (a time-consuming process)

1. 1. Focus on moving forward and ensuring all new content reflects the updated brand

I chose option two. Instead of wasting time updating past mentions, I’m focusing on creating fresh content that reinforces my new name and brand identity.

For entrepreneurs going through this process, I recommend:

 

• • Updating what’s easy to change (social media bios, website, email signatures, etc.)

• • Creating new content to establish the updated brand presence

• • Not stressing over things you can’t control—you can always add a pinned post or highlight on social media to explain the transition

Common Mistakes Entrepreneurs Make When Renaming Their Business

I’ve seen entrepreneurs make avoidable mistakes when rebranding. If you’re considering a name change, don’t fall into these traps.

Mistake #1: Changing the Name Without a Clear Strategy

Some entrepreneurs change their name on impulse because they’re bored with it or feel like rebranding will bring in new business. But if the new name isn’t based on strategic differentiation, audience clarity, and brand positioning, it won’t actually help.

Mistake #2: Rushing the Transition

A name change isn’t just about flipping a switch. If you change it without properly preparing your website, redirects, social media, and business assets, you’ll confuse your audience and weaken your brand.

Mistake #3: Choosing a Name That’s Too Trendy or Limiting

Your business will evolve. A name that feels exciting today might not age well or may box you into a niche you outgrow.

This is why I chose ‘Unscrewed Marketing’—it reflects my core mission and differentiation while allowing me the flexibility to expand.

Mistake #4: Forgetting About Legal and Operational Changes

Many entrepreneurs only think about the external branding side but forget the behind-the-scenes work. Your business name is tied to contracts, financial accounts, tax filings, and more. Overlooking these can create legal headaches.

How to Avoid These Pitfalls and Make the Transition Smooth

If you’re serious about renaming your business, make sure you’re ready.

✔️ Have a clear strategy. Make sure your new name aligns with your brand differentiation and business goals.

✔️ Prepare all assets before the transition. Don’t launch the name change until your website, social media, and marketing materials are ready.

✔️ Communicate clearly with your audience. Transparency builds trust—explain why you’re making the change and reassure your customers.

✔️ Use a checklist to track all updates. I’ll be sharing a downloadable checklist at the end of this article to help you cover all the bases.

Renaming your business is a big decision, but when done right, it’s an opportunity to level up your brand.

Next up: How to roll out a name change like a pro—without confusing your audience.

How to Roll Out a Business Name Change Like a Pro (Without Confusing Your Audience)

Once you’ve chosen the right name and planned for the transition, how you roll it out matters just as much as the decision itself. A poorly executed name change can confuse your customers, hurt brand recognition, and weaken trust.

I’ve helped businesses—large and small—navigate rebrands, and I knew that how I introduced ‘Unscrewed Marketing’ would be critical. Here’s how I planned my rollout, plus the steps you should take to ensure your transition is smooth and successful.

Step 1: Build Anticipation Before the Change

A business name change shouldn’t come out of nowhere. Your audience should feel like they’re part of the journey, not blindsided by the switch.

What I Do:

 

• • Started dropping hints early. Before the official change, I teased that something big was coming.

• • Created curiosity. Instead of just saying, “I’m changing my business name,” I positioned it as an evolution of my brand.

• • Gave my audience a reason to stay engaged. People love a transformation story.

What Entrepreneurs Should Do:

 

• • Start teasing the change at least a few weeks in advance. Drop hints on social media, emails, or even your website banner. Exact timing depends upon you and your audience; larger businesses may need more time here.

• • Tell a story. Explain why the change is happening and how it benefits your audience.

• • Use engagement-driven content. Polls, Q&A sessions, and behind-the-scenes content can get people involved before the official announcement.

Step 2: Make a Big, Clear Announcement

When you officially reveal your new business name, make sure there’s no ambiguity. The last thing you want is customers wondering if they landed on the wrong website or if your company was bought out.

What I Do:

 

• • Announced the change everywhere at once. I updated my website, social media profiles, email signature, and branding on the same day so there was no mismatch.

• • Created a launch video. Instead of just a text post, I made an engaging video to announce the change.

• • Explained why. I didn’t just say “Hey, we have a new name!” I did say that once or twice but the overall narrative was just that … a narrative. I walked my audience through my reasoning, connecting it back to how it benefits them.

What Entrepreneurs Should Do:

 

• • Have a launch day plan. Schedule all major updates in advance so your messaging is consistent across platforms.

• • Make it visual. A video or branded graphic announcing the name change helps it stick in people’s minds.

• • Keep old and new branding connected for a transition period. Phrases like “Formerly [Old Name]” can help customers make the connection.

Step 3: Update Every Touchpoint (So Customers Aren’t Confused)

One of the biggest mistakes entrepreneurs make is updating some places but not others. This creates brand inconsistency and makes it harder for customers to trust the change.

What I Did:

 

• • Updated my website completely. Not just the homepage—I made sure my about page, contact page, and even old blog posts reflected the new name.

• • Redirected all old URLs. If someone typed in my old business website, they automatically landed on my new one.

• • Changed my social media handles. Wherever possible, I updated usernames to match my new brand.

What Entrepreneurs Should Do:

 

• • Make a checklist of everywhere your business name appears. This includes your website, social media, email signatures, business listings, and legal documents.

• • Use redirects for old web pages and emails. If your domain is changing, make sure old links send people to the right place.

• • Don’t leave outdated branding floating around. Confusion leads to lost trust—clean up every place where your old name existed. It will probably happen, but do as much as you can and clean up anything else as you come across it.

Step 4: Reinforce the New Name Consistently

Your audience won’t immediately recognize your new name—you need to reinforce it.

What I Did:

 

• • Used the new name everywhere in content. I made sure every blog post, social media update, and email signed off with Unscrewed Marketing so it became familiar.

• • Added a short explanation in key places. My social media bios, email signature, and website had a note saying Unscrewed Marketing (formerly Vicky Wu Marketing) for a transition period.

• • Kept repeating the message. The first announcement wasn’t enough—I continued talking about the change in follow-up content.

What Entrepreneurs Should Do:

 

• • Don’t assume one announcement is enough. Repetition is key to brand recognition—mention your new name frequently in marketing content.

• • Keep “formerly [Old Name]” in place for a while. This helps long-time customers adjust.

• • Use storytelling in follow-up content. Share why the name change happened and what it represents for your business growth.

Step 5: Use the Name Change as a Marketing Opportunity

A rebrand isn’t just about updating your name—it’s a chance to attract attention, build engagement, and bring in new customers.

What I Did:

 

• • Created fresh content around the change. Blog posts, videos, and email campaigns helped reinforce the transition.

• • Used it as a way to clarify my differentiation. The name Unscrewed Marketing immediately tells people what makes me different—this was a chance to reintroduce my brand in a stronger way.

• • Kept engaging my audience. Instead of just announcing it and moving on, I asked for their thoughts, invited them to follow the journey, and kept the conversation going.

What Entrepreneurs Should Do:

 

• • Turn the transition into a content strategy. Create blog posts, emails, and social posts around the rebrand—it gives you something fresh to talk about.

• • Celebrate with your audience. A name change can be a milestone—use it as a way to connect with your community.

• • Clarify your new positioning. If the new name represents a shift in your brand strategy, make sure that message is crystal clear.

Making a Name Change Stick

Renaming your business is a big deal, and how you roll it out determines whether your audience embraces it or gets lost in the transition.

If you’re making the change, make it confidently, communicate clearly, and reinforce it often.

The more strategic and intentional you are, the faster people will recognize—and trust—your new brand.

Next up: How to use a name change as a powerful marketing tool (and examples of brands that did it well).

How to Use a Name Change as a Marketing Tool (And Examples of Brands That Did It Right)

A business name change isn’t just an administrative update—it’s an opportunity.

Handled correctly, a rebrand can attract new customers, re-engage old ones, and solidify your positioning in the market. Instead of treating it like a chore, smart businesses use a name change as a strategic marketing play.

Like I’ve mentioned, I’ve taken multiple businesses—from Fortune 500 companies to small entrepreneurs and nonprofits—through name changes as growth opportunities. When I rebranded my own business as Unscrewed Marketing, I used the same principles to make sure it wasn’t just a switch—it was a momentum-builder.

Here’s how you can turn a name change into a marketing win.

Step 1: Frame the Name Change as a Brand Evolution (Not Just a Switch)

One of the biggest mistakes entrepreneurs make when renaming their business is treating it as just a name change.

A rebrand isn’t just about swapping words—it’s about reinforcing your value, sharpening your message, and strengthening your differentiation.

What I Did:

 

• • Positioned the name change as an intentional step forward. This wasn’t a random decision—I explained how it aligned with my long-term strategy.

• • Reinforced my differentiation. Unscrewed Marketing reflects exactly what I do—fix broken marketing, clear up confusion, and help businesses grow with strategies that actually work.

• • Used the transition to reintroduce my services. I made sure my audience understood how the rebrand aligned with the value I offer.

What Entrepreneurs Should Do:

 

• • Frame the change as growth, not just a new name. Show your audience why this matters and how it benefits them.

• • Use the opportunity to refine your positioning. If you’re shifting directions or clarifying your brand, this is the perfect moment to communicate that.

• • Don’t assume people will just “get it.” Make sure your messaging connects the dots for them.

Step 2: Create Engaging Content Around the Change

Your audience won’t just see the name change and immediately embrace it. You need to build buzz.

What I Did:

 

• • Planned a mix of content types. Instead of just making a one-time announcement, I created:
    

     

    • • A video explaining the change
    • • Blog posts about the transition
    • • Email campaigns reinforcing the new brand
    • • Social media posts engaging my audience in the journey

• • Leveraged storytelling. I didn’t just say, “We have a new name!” I explained the meaning behind it, the thought process, and how it ties into my mission.

• • Kept the conversation going. I didn’t just announce and move on—I continued reinforcing the brand in multiple touchpoints.

What Entrepreneurs Should Do:

 

• • Think beyond a single announcement. Create a series of content—emails, blogs, videos, and social media posts—to keep the transition top of mind.

• • Engage your audience. Ask for their thoughts, let them vote on new branding elements, or involve them in behind-the-scenes decisions.

• • Use multiple formats. Some people respond better to video, others to written content—meet them where they are.

Step 3: Use the Name Change as a PR Opportunity

Major brands use rebrands as PR opportunities to get media attention, generate press coverage, and attract new audiences.

What I Did:

 

• • Positioned the rebrand as a strategic shift. I made it clear that this wasn’t just about a name—it was about evolving the brand and reinforcing its mission.

• • Tied it into common pain points for entrepreneurs. The message wasn’t just, “Hey, we changed our name!” It was, “Marketing is broken, and we’re here to fix it.”

• • Looked for ways to spark discussion. A name like Unscrewed Marketing naturally creates curiosity—it makes people want to ask, “What does that mean?”

What Entrepreneurs Should Do:

 

• • Think about what makes the change newsworthy. If you’re repositioning in a way that matters to your industry, pitch it to media outlets.

• • Leverage partnerships. If you work with influencers or industry experts, have them help introduce your new brand.

• • Use curiosity to your advantage. If your name is unique, make it a conversation starter.

Step 4: Look at How Big Brands Have Done It

Some of the biggest companies have successfully rebranded—and not just with logo changes, but with full-on name shifts that redefined their market positioning.

Here are a few examples:

✔️ Dunkin’ (formerly Dunkin’ Donuts)
The company dropped “Donuts” from its name to reflect its expanded menu beyond coffee and pastries. Instead of just making a quiet name change, they ran massive ad campaigns, social media promotions, and PR efforts to emphasize the shift.

✔️ Meta (formerly Facebook, Inc.)
Facebook’s parent company rebranded as Meta to align with its bigger vision of the metaverse and extended tech platforms. The transition wasn’t just about a name—it was about repositioning the company for the future.

✔️ Airbnb (early days as AirBed & Breakfast)
The company started as “AirBed & Breakfast” but dropped the clunky name as it evolved. The shift to Airbnb simplified the brand, made it more memorable, and allowed it to expand beyond its original concept.

✔️ Twitch (formerly Justin.tv)
What started as a broad live-streaming platform (Justin.tv) evolved into a gaming-focused powerhouse under the name Twitch. The rebrand helped clarify its niche and build a stronger, dedicated audience.

Each of these companies didn’t just change names—they used the transition as an opportunity to reintroduce their brand and expand their positioning.

There’s also a well-known one that I wasn’t a fan of because it ignored many of these best practices and just blew through it like a bull in a china shop. Read the warning here.

When brainstorming my own rebrand launch, I considered going all in on the unscrewed concept—imagine a video of me struggling to open a stuck jar of pickles, only for the lid to finally pop off when I reveal the new name! While I ultimately kept things a little more professional, the idea remains the same—make the announcement fun, unexpected, and engaging.

Here’s a few more ideas:

✔️ “Behind-the-Scenes Content”—Show the naming process, rejected names, funny brainstorming fails, or customer reactions to different ideas.
✔️ “Launch Giveaway”—Encourage engagement by celebrating with a freebie or promo tied to the name change.
✔️ “Audience Involvement”—If you’re early in the process, consider letting customers vote on logo variations or taglines.

If you’re changing your business name, think about how you can do the same.

How to Make Your Name Change Work for You

A rebrand is a chance to take your business to the next level. Instead of treating it as a hassle, use it as an opportunity to:

✔️ Clarify your differentiation. A name change should reinforce what makes your business unique.
✔️ Create fresh content and engagement. Keep your audience involved in the journey.
✔️ Get press and attention. Frame your rebrand as a bigger story, not just an update.
✔️ Reinforce your long-term strategy. Your name should support where your business is going—not just where it’s been.

A name change isn’t just about a new identity. It’s about making sure your brand is stronger, clearer, and better positioned for growth.

Next up: Final thoughts and a downloadable checklist for entrepreneurs considering a name change.

Is It Time to Rename Your Business? Here’s What to Do Next

If you’ve been wondering whether your business name is working for you—or against you—you’re not alone. Many entrepreneurs hold onto a name for too long because changing it feels overwhelming, even when they know it’s necessary.

The reality is that a name can either support your growth or slow it down. If your name no longer reflects what you do, confuses customers, limits your ability to scale, or forces you to constantly explain yourself, it’s not helping you—it’s hurting you.

Changing your business name isn’t about starting over. It’s about evolving, refining, and positioning your business for what’s next.

How to Know If It’s Time to Make a Change

A name change isn’t always the right move. But if you find yourself facing any of these challenges, it’s time to take a serious look at whether your current name is serving you.

 

• • Your name causes confusion. If people constantly misunderstand what your business does or who you serve, your name isn’t working.

• • Your audience has evolved, but your name hasn’t. If your business has grown beyond its original offerings or target market, your name should reflect that.

• • Your name blends in instead of standing out. If your brand gets lost in a sea of competitors, your name isn’t helping you differentiate.

• • You’re struggling to market effectively. If your name makes SEO, branding, or messaging harder, it’s a sign that it’s not aligned with your marketing strategy.

• • You feel like you have to explain your business too much. A great name should instantly give people a sense of what you do. If you’re always clarifying or spelling it out, that’s wasted energy.

If any of these sound familiar, it’s time to explore your options.

What Holds Most Entrepreneurs Back From Making the Switch

Even when they know a name change is needed, entrepreneurs hesitate. It’s easy to get stuck in indecision, telling yourself:

 

• • “I don’t want to confuse my customers.” When done right, a rebrand actually strengthens customer trust, not weakens it. The key is strategic communication.

• • “I don’t have time for this.” The longer you wait, the more ingrained your old name becomes—and the harder it is to change later.

• • “But I’ve already built recognition under this name.” Recognition is valuable, but if your name isn’t aligned with your brand differentiation, you’re fighting an uphill battle.

The truth is, clinging to the wrong name can cost you more than changing it ever will.

How to Make the Transition Seamless

If you’re going to rename your business, do it with intention. Here’s what makes the difference between a messy transition and a smooth one:

 

• • Commit to the change 100%. Once you decide to rebrand, own it—hesitation creates confusion.

• • Be transparent with your audience. Clearly explain why the name is changing and how it benefits them.

• • Update everything at once. Your website, social media, branding, and marketing materials should reflect the change simultaneously.

• • Keep reinforcing the new name. Your audience won’t remember after just one announcement—repeat it often to make it stick.

• • Turn it into a marketing opportunity. Use the change as a chance to refresh your brand story, engage your audience, and attract attention.

A name change isn’t just about what’s wrong with the old name—it’s about what’s possible with the new one.

Final Thoughts: If You’re Stuck in Indecision, Here’s What to Do

If your gut is telling you that your business name isn’t the right fit anymore, don’t ignore it.

There’s never a “perfect” time to make a big change, but the worst thing you can do is keep running with a name that no longer serves your business.

If you’re stuck wondering whether a name change is the right move, I get it. It’s easy to second-guess yourself, to worry about confusing customers, SEO, or losing brand recognition.

But here’s the reality—if your gut is telling you your name isn’t working, it probably isn’t.

That’s why I offer free consultations—not to sell you anything, but to be a sounding board. If you’re not sure whether a name change is right for you, let’s talk. I’ll tell you, honestly, if I think your brand actually needs it or if your real problem is something else.

And if you decide to move forward, you don’t have to do it alone. I’ve put together a Business Name Change Checklist to make sure you don’t miss anything. Download it here and make the transition seamless.