In today’s world, having a strong and memorable brand name is crucial for the success of any business. A well-crafted brand name can capture the essence of a company, convey its unique value proposition, and establish a strong emotional connection with its target audience. However, creating the perfect brand name is not always easy, and many businesses struggle to find a name that truly resonates with their customers. Nobody picks a name for their brand with the idea to change it. But businesses change – sometimes they expand over borders and offering beyond their founders wildest dreams, sometimes there are legal issues, sometimes the market demands it, sometimes the original name was a compromise to begin with.
Many companies have turned to rebranding. Some of the most common reasons for that are
- To better reflect the company values and mission
- To stay current and relevant in the industry
- To differentiate the brand from competitors
- To appeal to a new target audience or expand into a new market
- To shed negative associations or perceptions of the brand
- To simplify or streamline the brand name or messaging
- To signal a change in ownership or leadership
- To comply with legal or regulatory requirements
- To unify the brand after a merger or acquisition
- To consolidate the brand when there is a mismatch between the brand desired identity and how consumers and business partners refer to it
- To secure a matching .com domain name that is easy to remember and type
- To eliminate confusion with a similar or unrelated domain name owned by another company or individual
In this table, we have compiled a list of businesses that successfully rebranded to better names and secured the matching .com domain names for them.
| company | old name | challenges | new name | price | story |
|---|---|---|---|---|---|
| Bus | sharethebus.com | The previous name confined the company to the perception of solely a bus-sharing platform, impeding their ability to broaden their services beyond that and provide customers with a more comprehensive range of solutions. | bus.com | NA | https://smartbranding.com/2010-2020-a-decade-in-domains-part-1-brands-simplified-their-names/ |
| Arcadia | arcadiapower.com | The previous name may create a misconception that Arcadia's scope is power plants, which potentially causes misalignment with the company's overarching mission and values. | arcadia.com | NA | https://smartbranding.com/2010-2020-a-decade-in-domains-part-1-brands-simplified-their-names/ |
| Dominos | dominospizza.com | The old name restricted the company to just "pizza," limiting its appeal to other offerings. | dominos.com | NA | https://smartbranding.com/2010-2020-a-decade-in-domains-part-1-brands-simplified-their-names/ |
| Sunshine | lumilabs.com | The old company name is less clear and memorable, while "Sunshine" is a well-known and positive term that immediately evokes warmth and positivity. | sunshine.com | NA | https://smartbranding.com/lumi-labs-rebrands-to-sunshine/ |
| Experience | socialsurvey.com | The old name implies a focus solely on social media-related surveys, which can hinder the company's ability to attract potential customers who are looking for a wider range of solutions. | experience.com | NA | https://smartbranding.com/socialsurvey-rebrands-to-experience-com/ |
| Angi | angieslist.com | As the company evolved to offer more than just a list, the old name became too narrow and didn't accurately reflect the company's offerings. | angi.com | NA | https://smartbranding.com/angies-list-rebrands-as-angi/ |
| Oda | kolonial.no | Before the rebrand, the company used a country code domain, which could lead to traffic and email leakage and limit global brand appeal and recognition. | oda.com | NA | https://smartbranding.com/kolonial-no-rebrands-as-oda/ |
| Quilter | oldmutualwealth.co.uk | Before the rebrand, the company used a country code domain, which could lead to traffic and email leakage and limit global brand appeal and recognition. | quilter.com | NA | https://smartbranding.com/old-mutual-wealth-platform-rebrands-as-quilter/ |
| Radarr | circussocial.com | The old name included the word "social", which may limit expansion into other areas of data analysis and prediction. | radarr.com | NA | https://smartbranding.com/circus-social-rebrands-as-radarr/ |
| Game Developer | gamasutra.com | The old name was seen as limiting, alienating people outside the gaming industry. Game Developer is more straightforward and inclusive, describing the site's audience better. | gamedeveloper.com | NA | https://smartbranding.com/gamasutra-rebrands-as-game-developer/ |
| Owner | profitboss.com | The previous name was longer and restrictive because it included specific terms, while Owner is more clear and memorable, which can be beneficial for brand recognition and user engagement. | owner.com | NA | https://smartbranding.com/profitboss-rebrands-as-owner-com/ |
| Treepz | plentywaka.com | The previous name of the company was a blend of English and Nigerian languages, and the term "waka" could have diverse meanings across Africa, potentially causing confusion among customers and deviating from the company's vision. | treepz.com | NA | https://smartbranding.com/plentywaka-rebrands-to-treepz/ |
| Runwise | heatwatch.com | The previous name of the company suggested a limited scope of services, whereas Runwise has the potential to provide a broader range of offerings. | runwise.com | NA | https://smartbranding.com/heat-watch-rebrands-to-runwise/ |
| Simulate | eatnuggs.com | Before the rebrand, the company did not possess its exact brand match domain name and had resorted to adding the term "eat." This may cause confusion among customers and pose a potential barrier to the company's growth. | simulate.com | NA | https://smartbranding.com/nuggs-rebrands-as-simulate/ |
| Looka | logojoy.com | The word "logo" in the former company name is overly constrictive and could hinder its potential to broaden its services beyond simple logo design. | looka.com | NA | https://smartbranding.com/logojoy-rebrands-to-looka/ |
| Cal.com | calendso.com | The length and complexity of the previous name could pose difficulties for customers to accurately recall and type it. | cal.com | NA | https://smartbranding.com/calendso-rebrands-to-cal-com/ |
| Shortcut | clubhouse.io | Before the rebrand, the company used a country code domain, which could lead to traffic and email leakage and limit global brand appeal and recognition. | shortcut.com | NA | https://smartbranding.com/clubhouse-io-rebrands-to-shortcut-com/ |
| Wayspring | axialhealthcare.com | The previous name was more restrictive, long and difficult to remember and may limit the company's service offerings to a specific area. | wayspring.com | NA | https://smartbranding.com/axialhealthcare-rebrands-to-wayspring/ |
| Wolfspeed | cree.com | The former name of the company no longer aligned with its current vision and goals. | wolfspeed.com | NA | https://smartbranding.com/cree-rebrands-to-wolfspeed/ |
| Wise | transferwise.com | The old name did not reflect the company's broader range of services and growth beyond its original roots as a money transfer buisness. | wise.com | $2M | https://smartbranding.com/transferwise-com-to-wise/ |
| B1 | block.one | The previous name was not protected with an exact brand match .com domain name, which could have led to confusion and difficulty in accessing it. | b1.com | NA | https://smartbranding.com/block-one-upgrade-to-b1-com/ |
| Compass | urbancompass.com | The old name was more restrictive, long and potentially difficult to remember. | compass.com | NA | https://smartbranding.com/urbancompass-com-rebrands-to-compass-com/ |
| Shokz | aftershokz.com | The previous name was longer and difficult to remember, potentially impeding the establishment of brand recognition and the growth of the business. | shokz.com | NA | https://smartbranding.com/aftershokz-rebrands-as-shokz/ |
| Redpanda | vectorized.io | Before the rebrand, the company used a country code domain, which could lead to traffic and email leakage and limit global brand appeal and recognition. | redpanda.com | NA | https://smartbranding.com/vectorized-takes-pride-in-the-popularity-of-its-redpanda-product-and-renames-the-company-accordingly/ |
| Ortto | autopilotapp.com | Before the rebrand, the company did not possess its exact brand match domain name and had resorted to adding the word "app." This may cause confusion among customers and pose a potential barrier to the company's growth. | ortto.com | NA | https://smartbranding.com/autopilot-rebranded-to-ortto-expanding-its-scope-of-work-and-strengthening-its-global-presence/ |
| Sago | schlesingergroup.com | The old name was too complex and not easy to remember, which could have affected the brand's visibility and recognition. | sago.com | NA | https://smartbranding.com/schlesinger-group-rebrands-to-sago-a-symbol-of-the-future-and-a-clear-reflection-of-the-companys-current-position/ |
| Ignite | tendermint.com | The old name is longer and difficult to remember, which could have affected the visibility and recognition of the brand. | ignite.com | NA | https://smartbranding.com/from-tendermint-to-ignite-a-rebranding-that-sparks-change-on-the-frontier-of-web3/ |
| Centific | pacteraedge.com | The old name was too complex and not easy to remember, which could have affected the brand's visibility and recognition. | centific.com | NA | https://smartbranding.com/pactera-edge-becomes-centific-to-reflect-its-evolution-and-growth-as-a-leading-digital-solutions-provider/ |
| Zevra | kempharm.com | The old name contains the word "pharm" which may limit the company's vision and scope. | zevra.com | NA | https://smartbranding.com/kempharm-transforms-into-zevra-focused-on-advancing-rare-disease-therapeutics/ |
| TRINEXIA | credencesecurity.com | Тhe term "security" in the old name may imply a focus only on security-related services, which could be limiting for the buisness. | trinexia.com | NA | https://smartbranding.com/credence-security-accelerates-growth-and-innovation-with-rebranding-to-trinexia-unifying-its-sister-companies-under-one-brand-identity/ |
| Zeitview | dronebase.com | The old name limited the company to drones only, which does not accurately reflect the full scope of their services. | zeitview.com | NA | https://smartbranding.com/dronebase-raises-55-million-in-funding-and-rebrands-as-zeitview-to-better-reflect-its-mission-and-expanded-services/ |
| Tenity | f10.global | The old company name contained a number and was not protected with an exact brand match .com domain name, which could have led to confusion and difficulty in accessing it. | tenity.com | NA | https://smartbranding.com/fintech-accelerator-f10-has-rebranded-as-tenity-in-a-step-toward-global-expansion/ |
| Emeren | renesolapower.com | The previous name was restrictive as it included specific terms that could limit the perception of the company's services. | emeren.com | NA | https://smartbranding.com/solar-project-developer-renesola-power-rebrands-as-emeren-with-eye-on-global-renewable-energy-growth/ |
| AMH | ah4r.com | The old company name contained a number and was too long and complicated to remember, which could have affected the brand's visibility and recognition. | amh.com | NA | https://smartbranding.com/american-homes-4-rent-rebrands-as-amh-with-a-modern-simplified-brand-identity-honoring-its-heritage/ |
| Apryse | pdftron.com | The former name of the company was overly complex and challenging to type, and it included the acronym "PDF," which could have restricted the appeal of the company's services. | apryse.com | NA | https://smartbranding.com/pdftron-commits-to-innovation-and-excellence-with-a-rebrand-to-apryse/ |
| Fanzo | matchpint.com | The previous name was difficult to remember, potentially impeding the establishment of brand recognition and the growth of the business. | fanzo.com | NA | |
| Macro | coparse.com | The previous name was difficult to remember, potentially impeding the establishment of brand recognition and the growth of the business. | marco.com | NA | https://smartbranding.com/rebranding-for-business-growth-macros-journey-from-coparse-to-macro/ |
| Navan | tripactions.com | The old name limited the company's potential to expand beyond just trip as a service. | navan.com | NA | https://smartbranding.com/tripactions-vision-expands-with-rebrand-to-navan-and-integration-of-openais-api/ |
| CTI | conferencetech.com | The previous name's length and complexity could lead to difficulties for customers to accurately recall and type it, while also limiting the company's branding to technology only, potentially hindering its growth. | cti.com | NA | https://smartbranding.com/from-tech-to-people-conference-technologies-rebrands-to-cti-to-better-reflect-its-mission/ |
| Determ | mediatoolkit.com | The previous name was long and difficult to remember and limiting the company's scope to a specific set of services, which impedes growth opportunities. | determ.com | NA | https://smartbranding.com/mediatoolkit-evolves-into-determ-paving-the-way-for-next-level-business-insights/ |
| Copilot | joinportal.com | Before the rebrand, the company did not possess its exact brand match domain name and had resorted to adding the term "join." This may cause confusion among customers and pose a potential barrier to the company's growth. | copilot.com | NA | https://smartbranding.com/portal-evolves-into-copilot-secures-10-million-to-bring-innovative-digital-customer-experiences-to-service-businesses/ |
| Calero | caleromdsl.com | The old name was too complex and not easy to remember, which could have affected the brand's visibility and recognition. | calero.com | NA | https://smartbranding.com/calero-mdsl-rebrands-to-calero-to-reflect-focus-on-simplicity-and-strengthen-leadership-in-tem-software-market/ |
| Coviance | lenderclose.com | The previous name was long and difficult to remember and limited the company's scope to a specific set of services, which impedes growth opportunities. | coviance.com | NA | https://smartbranding.com/fintech-company-lenderclose-has-announced-a-rebrand-to-coviance-to-support-its-accelerated-growth-and-strategic-vision/ |
| Fortra | helpsystems.com | The former name is longer and indicates a narrow focus on providing assistance, while Fortra is shorter and allows for a broader range of services. | fortra.com | NA | https://smartbranding.com/rebranding-to-fortra-elevating-helpsystems-cybersecurity-solutions-to-the-next-level/ |
| Monday | dapulse.com | The old name proved to be a hindrance as it was frequently mocked by both internal staff and external individuals who failed to grasp the correlation between the name and the company’s offerings. | monday.com | NA | https://smartbranding.com/from-restrictive-to-resilient-the-impact-of-rebranding-on-business-growth-the-rise-of-monday-com-from-the-ashes-of-dapulse/ |
| Moniepoint | teamapt.com | The previous name was difficult to remember, potentially impeding the establishment of brand recognition and the growth of the business. | moniepoint.com | NA | https://smartbranding.com/teamapt-rebrands-to-moniepoint-establishing-a-trusted-and-reliable-brand-in-the-digital-financial-services-industry/ |
| Going | scottscheapflights.com | The previous name, which included the founder's name, restricted the company's image by not representing the entire team and being limited to only cheap flights. | going.com | NA | https://smartbranding.com/scotts-cheap-flights-rebrands-to-going-com-a-reflection-of-the-companys-dedication-to-help-people-travel-and-experience-the-world/ |
| Howdy | austinsoftware.com | The old name limits the company's branding to its location and function, while Howdy is a more versatile and memorable name. | howdy.com | NA | https://smartbranding.com/outgrowing-the-name-austin-software-rebrands-to-howdy-to-reflect-expanding-horizons/ |
| Wellfound | angel.co | Before the rebrand, the company used a country code domain, which could lead to traffic and email leakage and limit global brand appeal and recognition. | wellfound.com | NA | https://smartbranding.com/rebranding-from-angellist-talent-to-wellfound-how-a-spin-off-is-fueling-growth-and-innovation-in-the-startup-world/ |
| Renantis | falckrenewables.com | The former name is longer and difficult to remember and may limit the company's focus and service offerings. | renantis.com | NA | https://smartbranding.com/falck-renewables-starts-its-brand-evolution-with-rebrand-to-renantis/ |
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