Renaming Your Business? Why a Rebrand Is Non-Negotiable

You know you need to rename your business. Exciting!

Except… you don’t know what your new name should be.

When you’ve been a solopreneur for so long, it can feel impossible to choose something as meaningful as your own name. But here’s the truth: using your personal name often keeps you small. It signals “freelancer” or “solo practitioner,” even when you’ve grown into an established agency with team members, systems, and bigger goals.

Here’s the thing most people miss: if you rename your business, you have to rebrand your business. A name change alone isn’t enough. And that’s exactly where my work at Rebecca Peterson Studio comes in.

Why Your Business Name Matters

Your business name is arguably the most important part of your brand. It’s your first impression, your lasting memory, and the thing people repeat when they refer you to others. Even if someone never clicks your website or follows you on Instagram, they’ll know you by name.

A strong name:

• Signals professionalism (or lack of it)
• Builds trust with potential clients
• Shapes perception before anyone experiences your services
• Makes marketing easier by embedding your value into something memorable

Think about the difference between:

• Classic Auto Repair vs. Slyde’s (a local car wash with an otter mascot)
• Jane Smith Coaching vs. BrightPath Strategies

The first options are fine—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.

Why 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. Disappointment 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.

That’s the difference between “meh” and momentum.

How to Rename Your Business the Right Way

Renaming your business is exciting, but it’s not something to rush. Here’s the process I walk my clients through:

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

Step 1: Brainstorm Names

I know it’s tempting to open ChatGPT and ask for “100 creative business name ideas.” But here’s the thing: AI will only give you good results if you start with clarity.

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 (Salty + Sweet). By idea 100, you’ll surprise yourself with options you never would’ve thought of (A Cupcake a Day).

AI can help here—but only after you’ve done the heavy lifting. Think of ChatGPT as your brainstorm partner, not your sole creator.

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.

001. 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.

002. 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 Classic Auto Repair 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 seems appropriate for your business? (There's a car wash near me named Slyde's with a little otter mascot and that just feels right for some reason.)
• If your business was a physical gathering, what would it be? A party? A girl's night? A casual chat at a coffee shop?

003. 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 help you with everything else in your business. If your name is a Latin word, you could use other Latin phrases in your marketing.

Think of Nike. That single word spawned slogans, product lines, campaigns, and entire brand stories. A name with legs sets the stage for future marketing, extensions, and creative ideas.

004. Available for Trademark

You're a legit business. Legitimate businesses own their name. You can 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

005. A Certain 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.

006. Flexible Enough to Grow With You

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.

Example: Brooklyn Cupcakes might need rework if they start selling nationwide or adding other dessert lines. A broader name like Sweet & Co. allows growth without friction.

007. 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

Modifiers give context. For example: Rebecca Peterson Studio uses “Studio” to imply creative and professional work. Other examples: “Design,” “Interiors,” “Agency,” “Collective.” They aren’t mandatory, but they clarify your offerings, especially when the main name is abstract or playful.

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

Time to celebrate your hard work! Key steps for a successful launch:

1. Create a Launch Plan: Decide which channels to announce your new name—social media, email, website, press release.
2. Engage Your Current Customers: Communicate with existing clients, show them the evolution, and offer incentives to engage.
3. Update All Branding Materials: Make sure your name change is consistent across business cards, signage, online profiles, and marketing collateral.
4. Tell Your Story: Share the narrative behind the new name—what inspired it and how it reflects your business’s growth.
5. Monitor and Adjust: Gather feedback, observe reactions, and refine your communications if necessary.

Step 6: Maintain Consistency

• Brand Guidelines: Document proper usage of your name, logo, colors, and typography.
• Regular Content Updates: Embed your new name into blog posts, newsletters, social media, and marketing campaigns.
• Consistency Across Touchpoints: Ensure every customer interaction aligns with your new brand.

Rename + Rebrand = Growth

Renaming without rebranding is like changing your shoes before running a marathon—you won’t get far. But 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.