rebranding-strategy

What this skill does

# Strategy: Rebranding

Guides rebranding execution: domain change, 301 redirects, migration checklist, and communication (social media, internal). Plan for months, not days or weeks. See **domain-selection** for initial domain choice; **domain-architecture** for domain structure decisions; **multi-domain-brand-seo** when multiple domains coexist.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for brand and product info.

Identify:
1. **Scope**: Full rebrand (name, domain, identity) vs partial (logo, messaging only)
2. **Domain change**: Yes or no; old → new mapping
3. **Timeline**: Target launch date; typical 4–12 weeks
4. **Channels**: Website, social, product UI, directories, email

## Rebranding Timeline (Typical)

| Phase | Duration | Focus |
|-------|----------|-------|
| **Audit & plan** | Weeks 1–2 | Brand audit; inventory touchpoints; migration plan |
| **Prepare** | Weeks 2–6 | New assets; redirect mapping; staging; backup |
| **Pre-launch** | Week 6–8 | Internal announcement; social handle check; teasers |
| **Launch** | Week 8+ | Go live; 301 redirects; multi-channel announcement |
| **Post-launch** | 2–4 weeks | Monitor search, traffic; fix 404s; iterate |

**Principle**: Plan for months. Avoid changing domain and major structure in one migration—split into smaller migrations when possible.

## 301 Redirect Best Practices

| Practice | Purpose |
|----------|---------|
| **1:1 mapping** | Each old URL → most relevant new URL; never redirect all to homepage |
| **301 (permanent)** | Use 301, not 302; 302 does not fully transfer SEO equity |
| **No chains/loops** | Old URL → final destination directly; avoid A→B→C |
| **Redirect mapping sheet** | Document every old→new mapping; prevents ~80% of migration failures |
| **Don't block in robots.txt** | Redirected URLs should not be disallowed |

### Common Mistakes

- Redirect chains (multiple hops)
- Redirect loops
- Redirecting everything to homepage
- Using 302 for permanent moves
- Blocking redirected URLs in robots.txt

## Domain Migration Checklist

### Pre-Migration

- [ ] Create SEO migration plan
- [ ] Collect benchmarks (GA4, GSC, rankings)
- [ ] Run site crawler; inventory all pages
- [ ] Create redirect mapping sheet (old URL → new URL)
- [ ] Purchase new domain; configure DNS
- [ ] Technical SEO audit
- [ ] Staging environment; backup
- [ ] Check for manual penalties on both domains

### Launch

- [ ] Implement 301 redirects
- [ ] Update Google Search Console (change of address)
- [ ] Update sitemaps, robots.txt
- [ ] Verify new site works; test redirects (curl, Screaming Frog)
- [ ] Add GA4 annotation for migration date

### Post-Migration

- [ ] Monitor GSC coverage; fix "Page with Redirect" issues
- [ ] Fix 404s immediately
- [ ] Expect temporary ranking fluctuation (2–4 weeks)
- [ ] Do not delete old site as fallback

## Social Media Announcement

### Three Phases

| Phase | Actions |
|-------|---------|
| **Pre-Launch** | Finalize new identity; audit social presence; secure handles across platforms; internal alignment |
| **Build Anticipation** | Tease with sneak peeks; cryptic visuals; influencer/ambassador previews; avoid announcing too soon |
| **Execute** | All platforms updated together; new bios, handles, visuals; compelling rebrand story (why, not what) |

### What to Avoid

- Don't list steps or technical details—focus on story and benefit
- Don't announce before all pieces are in place (mixed messaging)
- Don't rely on one channel—multi-channel rollout
- Don't bombard with "why we rebranded" unless it resonates

### Rebrand Story

- **Anchor**: Emotionally resonating narrative; why now; how it benefits customers
- **Avoid**: "We changed our logo" / "We updated our website" without context

## Internal Communication

- Brief all employees before public launch
- Explain strategic reasons; equip them to answer customer questions
- Update email signatures, Slack, internal docs
- Internal FAQ for common rebrand questions

## Output Format

- **Timeline** (phases, milestones)
- **Redirect mapping** approach (template, tools)
- **Migration checklist** (customized)
- **Social announcement plan** (phases, channels, content angles)
- **Internal communication** (briefing, FAQ)

## Related Skills

- **domain-selection**: Domain choice (Brand/PMD/EMD, TLD); informs new domain choice when rebranding
- **domain-architecture**: Domain structure before/after rebrand
- **website-structure**: New site structure after migration
- **schema-markup**: Update Organization schema on new domain
- **multi-domain-brand-seo**: When old and new domains coexist during transition
- **branding**: Brand strategy, identity; rebranding implements the change
- **brand-protection**: Sync impersonation checks when rebranding; update official domain declaration
- **gtm-strategy**: Repositioning GTM; when repositioning includes rebrand