Changing the name of your business can be a difficult step. Whether it is a positive change to reach a wider audience or a spurred by a negative reason such as a scandal is irrelevant: change is complicated and must be done carefully. We found a company that is rebranding and decided to share their success. Take notes on how to rebrand like Labenco LLC, a Midwest company that sells fire safety products such as 5lb fire extinguishers.

Pick a date to announce your change and stick with it. If you select a formal date such as the founding of the company or start of the fiscal year, you will have an easier time keeping your goal.

Change your name for a purpose. Labenco LLC used the new name to “reflect the evolving focus and standards of the company.” Even if other motives are involved, make sure the public knows good things are to come with the rebranding.

Make sure to update your logo, if necessary. A new name often comes with a new face. If this is the case, have the logo finalized far in advance and switch to it on your rebranding date. Two different logos being used at the same time will lead to a great deal of confusion.

Make your customers aware of the upcoming brand change. This is another step that helps reduce confusion. If customers search for the old business brand or title and don’t find anything, they might go to another business. If customers search for the new brand name and find the old logo or brand, they might think the new brand is a different company and will be hesitant to change. This would again lead to undesired changes in business.

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