Rebranding Made Easy: Your Go-To Checklist for Changing Your Business Name

Hit reset the right way

The first thing most customers will learn about your business is its name. As soon as they hear it, they should know something about who you are and what you do. But not every name is built for the long haul. If your business has outgrown its name, this guide will help you create a new one that works and communicate the change to your customers.

The renaming checklist

1. Define your business case

Before you choose a new name, you need to nail down why you’re changing the old one. Whatever the reason, clearly defining it can give you a tool to focus your renaming efforts. Each time you make a decision, you can check it against your original motivation. That helps you manage the scope of change and keep the process simple. It also lets you set specific goals tied to your new name, which is critical for measuring its success. For example, if you’re taking your home city out of your name, you might set target numbers for acquiring new customers from other cities.

2. Revisit your values & mission

You and your business have both grown since you founded it. You likely have new goals, ideals and motivations. Revisiting those pillars of your business can help you choose a name that resonates with you and your customers.

Start with your core values. These are the beliefs and principles that guide your company. If someone were to ask you why you’re in business, your values would be your answer. For example, you might say you’re committed to crafting more sustainable furniture or that you believe in making vision care more accessible. Values like these can inspire emotional connections in your customers.

Next, you can set your mission. What do you hope to achieve with your company? If your values are the why, your mission is the what. Both should inform your new name.

For more on building your brand, read Creating a Strong Brand Identity: 7 Tips for Small Business Owners.

3. Reestablish your market

Before you choose a name, understand what your customers value and connect with. You can use a mix of demographic data and market research to find the answers. Knowing whether your customers are tech-savvy commuters or stay-at-home dads can point you toward names they might like. Use these guiderails to make a shortlist of strong options.

When you’ve got your shortlist, it’s time to take a closer look at each name. Start by searching them online to see if they have any unwanted associations. You don’t want to choose the same name as another similar business. You also want to avoid choosing a name that means something different as a slang term or in another community. Finally, you can bring your customers’ voices into the name-choosing process. Use focus groups and surveys to get feedback on your favorite options.

To learn more about customer research, read How to Diversify Your Audience in 2025: A Guide for Small Business Owners.

4. Give your new name a new look

A new name is a great opportunity to freshen up your brand with a whole new look. Maybe it’s time to try new colors, or switch your lettering to a different font. Play around with both to see if there’s something that matches the feeling created by your new name. Wipe the slate completely clean if you want to make it clear that your business is entering a new era, or stay closer to classic if you’re signaling that it’s business as usual.

5. Communicate with your customers

First, decide who needs to hear the news of your name change. Most of the time, that will include any current and past customers. A name change is a great chance to get back in touch.

Don't wait until the last minute to share the news. Instead, start raising awareness around two weeks before the rename goes live. Then you can reinforce it one or two times leading up to the big day and celebrate when your name officially changes.

To make sure your customers get the message, use multiple avenues of communication. Emails are a great start. Text messages are even more direct (and more likely to be read). A pop-up message or banner on your home page can help, as can a banner in your brick and mortar location. Finally, make sure to post about the change on social media.

A name change can also risk alienating customers who have already connected with your business. Unless you’re trying to distance yourself from your original name, it can help to keep some part of it alive in your new name. Not only can that preserve some of your hard-fought brand recognition, but it can also create continuity for your customers and staff. Plus, it can preserve the legacy of your original brand.

Learn more with Walmart Business

Even on the other side of a rebrand, there’s a lot to learn about running a business. If you want more expert insight, advice and success stories to follow, visit the Walmart Business content hub. Whether you’re a small business, a nonprofit or a school, you’ll find helpful information and tips from people just like you.

While you’re there, sign up for a free Walmart Business account. With it, you can shop an enormous selection of useful supplies at wallet-friendly prices. Upgrade to a Walmart Business+ membership, and you can have them shipped for free.¹

¹ Excludes most Marketplace items, freight and certain location surcharges.