Digital marketing
A rebrand is risky — customers can get confused, search engines lose you, and competitors use the chaos to their advantage. Let us go through how to do it in a controlled way.
In brief
- A rebrand needs a 3–6 month communications plan.
- SEO value disappears if the domain changes — 301 redirects are compulsory.
- Customer communication starts before the public launch.
- Internal buy-in matters as much as external communication.
- A realistic timeline: 6 months of planning + 3 months of launch + 6 months of reinforcement.
The best channels
Owned channels
Your website, email and social accounts change first, on the same day.
Search visibility
301 redirects, canonical URLs and a new site structure, planned before launch.
Paid advertising
New creative ready to go live the moment the brand changes; the old creative is switched off.
PR and media
Press releases and the story behind the change, timed to the launch day.
The planning stage (3–6 months ahead)
Every element of the new brand ready before the announcement.
The SEO strategy: redirects, canonical URLs, the new site structure.
Internal communication to the staff — they have to understand the “why”.
A customer communication plan (top customers handled separately).
The launch stage (two weeks before to two weeks after)
Top customers informed two weeks before the public launch.
An email to all customers on day X, in the morning.
Social media communication, PR and press releases.
The new website, new ads, new social channels.
The reinforcement stage (3–6 months after)
Strong media investment in the new brand for 90 days.
SEO monitoring: traffic, rankings, redirects.
Customer surveys: is the change understood, what needs clarifying.
Frequently asked questions
What does a rebrand cost?
For a small company €15,000–50,000, for a larger one €100,000+. Digital marketing is 30–50 % of the total budget.
How long is the ROI curve?
6–18 months. A large brand shift shows in search demand about 12 months later.
Can a rebrand be done without SEO losses?
Yes, if the 301 redirects and canonical URLs are done properly.
Worth a look too
Read these related articles and service pages too:
External sources:
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Let us take half an hour and look at what would be worth doing for your business.
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