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Renaming Your Business? Here's How To Do it Right

So… you know it’s time to rename your business. Exciting! Except—you have no idea what the new name should be. Here’s the step-by-step process for renaming and rebranding your business so your new name actually supports growth.

Why Your Business Name Matters

Your business name is a big deal. It's arguably the most important part of your brand. It's what people will know about your business even if they don't follow you on social media or visit your website.

A strong name:

• Signals professionalism (or lack therof)

• Builds trust before anyone even works with you

• Shapes perception instantly and makes marketing easier

Think about the difference between:

• Classic Car Wash vs. Slyde’s Super Wash
• Jane Smith Coaching vs. BrightPath Strategies

The first options are fine and perfectly functional. But the second options create intrigue, tell a story, and stick in your brain. That’s the difference between blending in and standing out.

Working with a brand + marketing expert (like me!) to rename your business is super smart because I can see your business from the outside, notice the patterns in what you do and how you work and see opportunities for names that will strengthen your presence and make marketing way easier and more effective.

Renaming ≠ Rebranding

This is where most business owners get stuck. They think a shiny new name will solve everything.

It won’t.

A new name slapped on top of an old brand is like putting a new sign on a restaurant without updating the menu or decor. Customers walk in expecting something fresh, and instead they get the same old experience and disappointment inevitably follows.

Renaming is just one piece of the puzzle.

A rebrand digs deeper. It redefines your mission, values, audience, and market positioning. It creates visuals and messaging that align with where you’re headed, not just where you’ve been.

Take my client Ally, for example. We renamed her agency Goldie Social. The new name worked because it was backed by a full rebrand: a fresh visual identity, clarified positioning, and messaging that spoke directly to her dream clients. Without the rebrand, the name alone would have fallen flat.

Step-by-Step Guide to Renaming and Rebranding Your Business

Renaming your business is exciting, but it’s not something to rush. Here’s the process I recommend (and use) for each of my clients: 

1. Brainstorm names
2. Apply the right criteria
3. Add a modifier word if needed
4. Make it official (through rebranding)
5. Launch like you mean it

Step 1: Brainstorm Business Names Without Holding Back

I know it’s tempting to open ChatGPT and ask for “100 creative business name ideas.” But you're going to get much better results if you can start with pen and paper to develop some parameters for ideas.

Grab a notebook or open a Google Doc. Begin with these prompts:

• Why do you need to change your name?
• What do you want to be known for?
• What’s your signature service or product?
• What vibe or emotion do you want to capture?
• Who’s your current and future audience?
• Who are your competitors, and how can you stand apart?

Write down everything. Don’t judge or edit yet.

Now, move into name-specific brainstorming. Aim for 100+ ideas. Yes, 100.

The first 20 will be generic (Brooklyn’s Bakery). By idea 50, you’ll stretch into creativity (Salts + Sweets). By idea 100, you’ll surprise yourself with options you never would’ve thought of (A Cupcake a Day).

Step 2: Apply the Right Criteria

Once you have your list, test each name against the following seven essential criteria. These are tried-and-true tests I use with every client.

✅ Relevant and Appropriate

One of the tricky things about naming is that there's kind of no rules. You can spell things wrong. You can use cuss words. There's no mathematical formula I can give you that will say whether a name is appropriate for your business (which is why my clients end up hiring me to name their business because it's hard to do this on your own).

But it IS important to have a name that's appropriate for YOUR business. Consider the desired audience and the tone. What kinds of words or phrases would be appropriate for that group?

Some of the strongest brand names strike the perfect balance between being industry-appropriate and standing out in a crowded market. Think Mailchimp—playful, quirky, almost silly. Compare that with Deloitte, a global consulting firm whose clients expect tradition, stability, and authority.

✅ Interesting and Memorable

I know it seems obvious, but your name has to be interesting. Haha in ye olden days it was probably fine to say something like Ashley's Tech Support but that name just won't cut it anymore! Think about different ways to describe what you do.

• How does someone feel when they get the result you're promising them?

• Is there a plant or animal that could represent or reference your business?

• If your business was a physical gathering, what would it be? A party? A girl's night? A casual chat at a coffee shop?

• Is there a word in a different language that could work?

✅ Does it Have Legs?

In the advertising world, there's a saying that "good ideas have legs," which means that if your idea is really usable, it will create more ideas. This is really important for your business because if you choose a good name, it will naturally lend itself to more names and more ideas.

For example, my client Melissa's brand name is Heal With Melissa—which then became names for her various intuitive healing courses, Eat With Melissa, Forgive With Melissa, etc.

Also, your name should fit not only who you are now, but who you’ll be in the future. Many business owners make the mistake of naming themselves after their first product, location, or service. Growth becomes awkward when your brand expands beyond that narrow focus.

✅ Available for Trademark

You're a legit business. Legitimate businesses own their name. You might have been able to get away without a trademark when you're using your own name, but those days are over. Even if you don't decide to file a trademark registration, you should file for use just to protect the name. I've seen too many businesses go through the naming and branding process only to discover that the name they were using was actually being used by someone else and they had to start all over.

Where to search for availability:

• US Patent and Trademark Office
• Social media profiles
• Domains
• Books

✅ That je ne sais quoi (aka it just feels right)

This is often the hardest and most important part of the entire process, because no one else can make this decision for you. The right name has to feel right in your gut, and that feeling comes from a place that's beyond logic or data. You need to be able to say it out loud—to friends, to new clients, and to your own reflection—without cringing.

If you feel the need to overly explain the name's meaning or defend the choice every time you say it, that's a sign it might not be the right one. A great business name should roll off the tongue and feel like a natural extension of who you are and what you do.

When you find the right name, you'll know. It's the one you can imagine on a business card, on a website header, and in a conversation with total confidence. It should feel like it's been your name all along, not just something you picked off a list. Trust your intuition on this final step; it's what will help you move forward with genuine excitement and a clear sense of purpose.

✅ Resonates With the Right Audience

Names aren’t just about you—they’re about your clients. Test your favorite options on a small sample of your ideal audience.

Ask: “Does this feel like the kind of brand I’d hire? Does it speak to me? Is it memorable?”

Step 3: Add a Modifier Word

When it comes to names for specific industries, I find it super valuable to consider a "modifier" word to give some context to the name. For example: Rebecca Peterson Studio. The word studio implies some kind of creative, development work. If you're an interior designer, you could use words like interiors, design, home, etc. Adding a modifier is not a must-have, but it can help you create some clarity around your business name, especially if you choose something non-descriptive for the first word.

I helped my client Ally name her marketing agency, Goldie Social which was an intentional choice to tell her audience that her work was social media focused. We also considered words like digital, media, content, marketing, etc, but ultimately settled on Goldie Social because it was the shortest and most interesting with the matching sound of "Goldie" and "Social."

Step 4: Make It Official (Through a Rebrand)

Once you’ve settled on a name, a full rebrand is essential. This includes:

• Visual identity (logo, color palette, typography)
• Messaging (mission, values, positioning)
• Touchpoints (website, social media, packaging, collateral)

A thoughtful rebrand turns a new name into a business that feels cohesive, professional, and ready for growth.

Step 5: Launch Your New Name

After all the hard work you've put into selecting the right name and aligning it with a fresh brand, it’s time to launch! This is your moment to share your new identity with the world. I'll save my full launching plan for another blog, but to keep it simple, here's what I recommend:

1. Map out a strategy for your name unveiling. Decide on the channels you’ll use to announce the change—social media, email newsletters, your website, and even a press release if appropriate. Determine the narrative you want to communicate; why did you change your name and what does it mean for your audience?
2. Engage current customers. Reach out to your existing followers and clients. It’s essential to keep them in the loop and let them know that while your name has changed, your commitment to them hasn’t. Offer a special promotion or incentive to encourage them to engage with your new brand.
3. Update ALL branding materials: This includes your website, social media profiles, business cards, signage, advertising collateral, and anything else that features your old name. Ensure that the transition is seamless across all platforms to avoid confusion.
4. Tell your story: Share the story behind the new name—what inspired it and how it reflects your business’s evolution. Use storytelling as a marketing tool to connect with your audience on a deeper level. This can be shared across your blog, social media, or in an email newsletter.
5. Monitor and adjust: Once your new name is live, keep an eye on how it’s being received. Engage with your audience to gather feedback. Are they responding well? Are they understanding the change? Be open to making adjustments based on their reactions to ensure you're meeting their expectations and needs.

With a new name comes the opportunity to reaffirm your brand identity, so it's important to do it right! A new name paired with a thoughtful, full rebrand positions you for:

• More visibility
• Clearer messaging
• Increased trust
• Bigger revenue potential

At Rebecca Peterson Studio, I guide solopreneurs and small businesses through the entire process—naming, rebranding, and positioning for growth. Together, we choose a name with meaning, design a brand that reflects it, and craft messaging that speaks directly to your dream clients.

A new name can bring new life to your business—but only when it’s part of a bigger brand story.

Ready to rename your business and create a brand that truly reflects your vision?

At Rebecca Peterson Studio, I guide solopreneurs and small businesses through naming, rebranding, and positioning for growth. Schedule your Brand Glow-Up today and start turning your new name into your next-level business.