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:
- Scope: Full rebrand (name, domain, identity) vs partial (logo, messaging only)
- Domain change: Yes or no; old → new mapping
- Timeline: Target launch date; typical 4–12 weeks
- 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
Launch
Post-Migration
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
1---
2name: rebranding-strategy
3description: When the user wants to plan or execute a rebrand—domain change, 301 redirects, migration, or announcement. Also use when the user mentions "rebranding," "rebrand," "domain change," "domain migration," "301 redirect," "change domain name," "rebrand announcement," "social media rebrand," "brand launch," or "domain redirect." For domain choice, use domain-selection.
4metadata:
5 version: 1.0.1
6---
7
8# Strategy: Rebranding
9
10Guides 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.
11
12**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.
13
14## Initial Assessment
15
16**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read it for brand and product info.
17
18Identify:
191. **Scope**: Full rebrand (name, domain, identity) vs partial (logo, messaging only)
202. **Domain change**: Yes or no; old → new mapping
213. **Timeline**: Target launch date; typical 4–12 weeks
224. **Channels**: Website, social, product UI, directories, email
23
24## Rebranding Timeline (Typical)
25
26| Phase | Duration | Focus |
27|-------|----------|-------|
28| **Audit & plan** | Weeks 1–2 | Brand audit; inventory touchpoints; migration plan |
29| **Prepare** | Weeks 2–6 | New assets; redirect mapping; staging; backup |
30| **Pre-launch** | Week 6–8 | Internal announcement; social handle check; teasers |
31| **Launch** | Week 8+ | Go live; 301 redirects; multi-channel announcement |
32| **Post-launch** | 2–4 weeks | Monitor search, traffic; fix 404s; iterate |
33
34**Principle**: Plan for months. Avoid changing domain and major structure in one migration—split into smaller migrations when possible.
35
36## 301 Redirect Best Practices
37
38| Practice | Purpose |
39|----------|---------|
40| **1:1 mapping** | Each old URL → most relevant new URL; never redirect all to homepage |
41| **301 (permanent)** | Use 301, not 302; 302 does not fully transfer SEO equity |
42| **No chains/loops** | Old URL → final destination directly; avoid A→B→C |
43| **Redirect mapping sheet** | Document every old→new mapping; prevents ~80% of migration failures |
44| **Don't block in robots.txt** | Redirected URLs should not be disallowed |
45
46### Common Mistakes
47
48- Redirect chains (multiple hops)
49- Redirect loops
50- Redirecting everything to homepage
51- Using 302 for permanent moves
52- Blocking redirected URLs in robots.txt
53
54## Domain Migration Checklist
55
56### Pre-Migration
57
58- [ ] Create SEO migration plan
59- [ ] Collect benchmarks (GA4, GSC, rankings)
60- [ ] Run site crawler; inventory all pages
61- [ ] Create redirect mapping sheet (old URL → new URL)
62- [ ] Purchase new domain; configure DNS
63- [ ] Technical SEO audit
64- [ ] Staging environment; backup
65- [ ] Check for manual penalties on both domains
66
67### Launch
68
69- [ ] Implement 301 redirects
70- [ ] Update Google Search Console (change of address)
71- [ ] Update sitemaps, robots.txt
72- [ ] Verify new site works; test redirects (curl, Screaming Frog)
73- [ ] Add GA4 annotation for migration date
74
75### Post-Migration
76
77- [ ] Monitor GSC coverage; fix "Page with Redirect" issues
78- [ ] Fix 404s immediately
79- [ ] Expect temporary ranking fluctuation (2–4 weeks)
80- [ ] Do not delete old site as fallback
81
82## Social Media Announcement
83
84### Three Phases
85
86| Phase | Actions |
87|-------|---------|
88| **Pre-Launch** | Finalize new identity; audit social presence; secure handles across platforms; internal alignment |
89| **Build Anticipation** | Tease with sneak peeks; cryptic visuals; influencer/ambassador previews; avoid announcing too soon |
90| **Execute** | All platforms updated together; new bios, handles, visuals; compelling rebrand story (why, not what) |
91
92### What to Avoid
93
94- Don't list steps or technical details—focus on story and benefit
95- Don't announce before all pieces are in place (mixed messaging)
96- Don't rely on one channel—multi-channel rollout
97- Don't bombard with "why we rebranded" unless it resonates
98
99### Rebrand Story
100
101- **Anchor**: Emotionally resonating narrative; why now; how it benefits customers
102- **Avoid**: "We changed our logo" / "We updated our website" without context
103
104## Internal Communication
105
106- Brief all employees before public launch
107- Explain strategic reasons; equip them to answer customer questions
108- Update email signatures, Slack, internal docs
109- Internal FAQ for common rebrand questions
110
111## Output Format
112
113- **Timeline** (phases, milestones)
114- **Redirect mapping** approach (template, tools)
115- **Migration checklist** (customized)
116- **Social announcement plan** (phases, channels, content angles)
117- **Internal communication** (briefing, FAQ)
118
119## Related Skills
120
121- **domain-selection**: Domain choice (Brand/PMD/EMD, TLD); informs new domain choice when rebranding
122- **domain-architecture**: Domain structure before/after rebrand
123- **website-structure**: New site structure after migration
124- **schema-markup**: Update Organization schema on new domain
125- **multi-domain-brand-seo**: When old and new domains coexist during transition
126- **branding**: Brand strategy, identity; rebranding implements the change
127- **brand-protection**: Sync impersonation checks when rebranding; update official domain declaration
128- **gtm-strategy**: Repositioning GTM; when repositioning includes rebrand
gabrielmoreira