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.
Start with what the market can see.
A conversation is enough to know whether there is a gap worth closing.