How to Rebrand Your Business and Domain Name

written by

JoeUddeme

JoeUddeme

How to Rebrand Your Business and Domain Name

Looking to rebrand your business? It’s not an easy undertaking to rebrand an established business – I’ll walk you through some of the things to watch out for when working on a rebrand for your business.

How to rebrand a business

Branding is a critical consideration for every business. Branding refers to promoting your products with a distinctive feel and design. It’s an ideal way to differentiate yourself from competitors.

No matter how good your products are, you won’t sell them without proper branding and customer awareness.

Branding isn’t an easy task. We wouldn’t have many companies struggling to sell themselves if it was. The world is littered with failed branding strategies even from big brands.

Netflix’s struggled early on to use Qwikster to break out its DVD rental service and its streaming service.

However, a failed branding strategy isn’t the end of the world. Any business can rebrand and make it right with consumers. Netflix didn’t give up when its Qwikster brand failed. It continued DVD rentals with its usual name (successfully) before pivoting to video streaming later.

When your initial branding strategy doesn’t work, the intelligent thing to do is a rebrand, and there are specific factors to consider when doing that.

Be clear on what’s driving the rebrand

Before initiating rebranding efforts, you must be clear on what’s driving the need for the rebranding. There are varying reasons for a business to rebrand, and each demands different strategies.

The most common reasons for rebranding include:

  • Having an outdated brand
  • To reposition your brand
  • Reputation management

Brands can become outdated when they fail to keep up with rapid changes in modern style and influence.

For example, a social media site from the early internet days won’t survive well in this current internet age when we have vastly different demographics. The early social media platforms became outdated over time and those that failed to rebrand lost market share.

You can also rebrand to reposition your company’s business strategy. If your original name focused on a niche, but has evolved to target a broader offering.

FilterEasy to Second Nature is a good example of a brand that changed brand names to better align with their new offering. They originally focused on selling only filers, but evolved to sell home care products.

Businesses also rebrand for reputational purposes. You may have started with a well-meaning name that unfortunately became associated with negative things in the future. A typical example is a Chinese fashion retailer named ISIS that had to rebrand when the name became associated with terrorist activities.

Focus on the Core Messaging

Your rebrand should have clear and concise messaging. You should be able to tell a story with your new brand that customers can relate to. Just don’t rebrand without context because it can irk existing customers.

Let them know why you’re rebranding (see no. 1 point) and why it’s better for the business. A simple explanation goes a long way in making your customers empathize with you despite the short-term inconvenience.

Consider your audience, market, and competition

It would help if you thoroughly evaluated how your rebranding would affect your existing audience (customers) and standing against competitors in the market. Ensure you research to validate if your rebranding reasons are appropriate.

How would your customers react to an unfamiliar brand name? Is there intense brand competition in your industry? These are good questions to ask before initiating any rebrand. You must be sure that the direction of your rebrand matches what customers want.

There are two main types of branding research; quantitative and qualitative. Quantitative research entails collecting and analyzing numerical data to find patterns, while qualitative implies using non-numerical data.

Publicize your new brand

Your rebranding efforts will be futile if you don’t make customers aware of it. Consumers have short attention spans, meaning they can easily forget your old brand. Once you rebrand, assume you’re a newly-formed brand and market like one. Buy ads on social media platforms, search engines, TV, etc., to spread the word about your new identity.

How do I rebrand an existing business?

Buy a new domain name

In this digital age, not having a website puts you on a lower level than your competitors. Hence, the first step to rebranding an existing business is securing the proper domain name.

Before choosing your new brand name, check if a corresponding domain name is available. Your domain name is how customers would find you, so you can’t afford to make errors here.

You can buy any available domain name through any domain registrar. However, there are cases where a domain you want is already taken, and you see yourself having no other choice.

Don’t fret. You can enlist a domain name broker (like Name Experts) to find and contact the owner with an offer on your behalf.

Change your logo

A logo is an essential aspect of any brand because it’s one of the first things a customer recognizes and identifies with. Hence, you should change your logo during rebranding to signal your new brand identity. You can make your logo simpler for customers. Likewise, you can use unique colors to make your new brand stand out from your former.

Change your slogan

Many brands have a slogan that customers resonate with, e.g., Nike’s “Just do it” and Disneyland’s “The happiest place on earth.” It would be best if you changed your slogan when rebranding to flaunt your new brand identity.

Create new ads

You should create advertisements fitting your new brand identity. Your ads will now use a different slogan, color palette, keywords, etc.

What does it mean to rebrand a business?

Rebranding is the process of changing an organization’s corporate image. It entails creating a new look and feel for an existing company to influence customer choices. A rebranding company would typically change its name (and domain), logo, slogan, vision, mission statement, etc.

Why would a company rebrand?

There are various reasons why a company would rebrand. It could be repositioning themselves for a new business strategy, reputational management, or simply fixing an outdated brand. If a company is switching from a niche market to a larger one, it’s wise to rebrand appropriately to match its new focus (e.g., FilterEasy to Second Nature).

Likewise, if a company’s brand suffers from a poor reputation due to internal or external causes, a rebrand can help avert it.

Should you rebrand your business?

Rebranding is a hectic and expensive undertaking that you must do only with a clear goal. If you’re not looking to change your strategy, avert a reputational crisis, or face other standard issues that call for rebranding, we advise you to avoid it.

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Top 10 Best Domain Brokers of 2025 (Expert Review)

Picture this scenario: You’re launching a new business or website, and when you Google to see if your preferred domain name is available, you see it’s taken. Don’t panic. This is a common scenario, and the reason domain brokers exist.   And while the most expensive domain ever purchased was Cars.com for an incredible $872 million, the vast majority of domain purchases are reasonable and worth every penny.  It’s worth noting that domain brokers don’t only help domain buyers, they are equally helpful in helping sellers get the best price possible for the sale of their domain.  But not all domain brokers are created equal. So in this blog, we’ll explore the best domain brokers of 2025 so that you can have industry leaders on your side when negotiating a deal. Ready to jump the gun? Here’s the short list of the best domain brokers of 2025: Name Experts Sedo GoDaddy Name Arena Domain Holdings Grit Brokerage SawBrokerage Media Options Name Ninja Brannans And if you’re still unsure whether or not you need a domain expert, we’ll give you the low down on why working with one is your best bet for acquiring that domain name you desire, and at the best price possible. What is a domain broker?  A domain broker is an expert when it comes to negotiating and completing domain transactions. Domain brokers work with both domain buyers and sellers, helping them to secure the best deal possible.  Domain brokers offer services ranging from stealth acquisition to high-volume transactions, ensuring a broad range of options depending on your domain needs. Why should I use a domain broker? You should use a domain broker for the same reason you use a real estate agent when buying or selling your house—because deferring to the experts is how you get the best deal possible. 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Best domain broker for personalized service and expertise in the premium domain space. Name Experts Pros & Cons Pros:  Expert in premium domain acquisition: Name Experts specializes in high-value, brandable domains and can help you successfully and confidentially complete larger domain transactions while securing the best price possible. Personalized, 1:1 boutique service: Founder and domain expert Joe Uddeme offers a personalized, hands on approach to domain brokerage—working directly with clients to get the deals done. No upfront fees: Unlike some brokers, Name Experts does not charge any upfront fees. They work on a commission basis, meaning they only get paid when a deal is successfully closed, making it a risk-free option for sellers and buying domains. Cons:  Not meant for mass-market transactions: Name Experts focuses on high-end, brandable domains so isn’t the right choice for small or mass-market transactions. 2. Sedo Sedo is one of the largest domain marketplaces in the world. It offers a comprehensive suite of services— including domain sales, auctions, parking, and brokerage.  Best domain broker for mid-range to high-value domain brokerage.  Sedo Pros & Cons Pros:  Global Marketplace Auction options Diverse services  Cons:  Limited personalization Slower sales in competitive markets High fees for smaller transactions 3. NameArena Name Arena is a domain broker focused on domain name brokerage acquisitions, specializing in privacy and anonymity. They work with high-profile clients and large companies. Best domain broker for high-end, privacy-focused domain transactions. Name Arena Pros & Cons Pros:  Domain expertise Fast, ultra-premium transactions Confidential negotiations  Cons:  Limited reach Unsuitable for smaller transactions 4. GoDaddy Domain Broker Service Go Daddy is the largest domain registrar in the world and also offers domain brokerage services. 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Best domain broker for companies and Individuals looking for brand strategy expertise alongside a domain broker service. Brannans Pros & Cons Pros:  Premium domain focus Brand strategy experts Strong industry connections Cons:  Not suited for low-budget clients Smaller reach and marketplace than some competitors 9. Name Ninja Name Ninja, led by expert broker Bill Sweetman, focuses on buying and premium domain names. They’ve handled some of the highest-value domain sales in recent years. Best domain broker for high-profile domain buyers. Name Ninja Pros & Cons Pros:  Premium buy-side expertise Personalized service Proven success in top-dollar deals Cons:  Buyer-only focused Not suitable for lower-value purchases 10. Saw.com Saw.com provides domain brokerage services for both buyers and sellers, with a focus on delivering personalized service. They handle everything from domain acquisition to brand protection. Best for businesses looking for premium domains with hands-on service. 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Most domain brokers charge a commission, typically between 10-20% of the sale price. Some may also charge flat fees for certain services, depending on the complexity and value of the transaction. 2. How do I choose the right domain broker for me? Your decision depends on your budget, the type of domain (premium or general), and the level of service you need. High-value transactions benefit from boutique brokers like Name Experts, while larger, affordable platforms like GoDaddy are better for general transactions and smaller term deals. 3. Can I negotiate domain broker fees? Yes, in some cases, especially for high-value transactions, you can negotiate brokerage fees. It’s important to discuss fees upfront before entering into an agreement with a broker. Complete broker transparency is crucial to not leaving money on the table. 4. Do domain brokers offer privacy services? Yes, many brokers offer privacy and anonymity for domain transactions. 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Why Work with Name Experts

Name Experts offers personalized domain brokerage services, assisting clients in buying or selling premium domain names with expert appraisal, negotiation, and complete transaction management while ensuring confidentiality.

Some of our most
successful stealth acquisition and sales

Aid.com

Fit.com

Mine.com

GLD.com

Jeff.com

Fora.com

Nori.com

Secure.com

Guitar.com

F*ck.com

Radian.com

MetaData.com

Prize.com

Link.com

Loop.com

Programs.com

Claim.com

Quince.com

Hook.com

QXO.com

NQ.com

Rest.com

Humani.com

Max.com

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