Rebranding • Checklist
Rebrand Migration Checklist
Rebrands don’t fail only because of design—they fail because of broken tracking, lost SEO, and missed assets. This checklist protects the transition.
Redirects
- If URLs change, create a redirect map (old → new)
- Keep redirects in place for at least 6–12 months
- Update internal links (don’t rely only on redirects)
- Update link previews (OpenGraph images/titles)
Analytics + tracking
- Ensure analytics tags remain installed (GA, pixels, etc.)
- Verify conversion events still fire after changes
- Update UTM templates if landing pages changed
- Annotate the rebrand launch date in your analytics
SEO checks
- Update titles/meta descriptions where brand name changes
- Submit updated sitemap and check index coverage
- Monitor 404s after launch (fix broken links fast)
- Check branded search trend (expect a short-term dip if renaming)
Consistency (post-launch)
- Update favicon, social share images, and email headers
- Update directory listings (Google Business Profile, etc.)
- Archive old logos/templates so they aren’t used by accident
- Run a monthly QA checklist for 1–2 months after launch
Common mistakes
Changing URLs without redirects
Fix: Always map and redirect old → new.
Breaking tracking
Fix: Test conversions after launch and annotate the date.
Forgetting OpenGraph images
Fix: Update OG images so shares look correct immediately.