Guides rebranding execution: domain change, 301 redirects, migration checklist, and communication (social media, internal). Plan for months, not days or weeks. See
domain-selection
for initial domain choice;
domain-architecture
for domain structure decisions;
multi-domain-brand-seo
when multiple domains coexist.
When invoking
On
first use
, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On
subsequent use
or when the user asks to skip, go directly to the main output.
Initial Assessment
Check for product marketing context first:
If
.claude/product-marketing-context.md
or
.cursor/product-marketing-context.md
exists, read it for brand and product info.
Identify:
Scope
Full rebrand (name, domain, identity) vs partial (logo, messaging only)
Domain change
Yes or no; old → new mapping
Timeline
Target launch date; typical 4–12 weeks
Channels
Website, social, product UI, directories, email
Rebranding Timeline (Typical)
Phase
Duration
Focus
Audit & plan
Weeks 1–2
Brand audit; inventory touchpoints; migration plan
Prepare
Weeks 2–6
New assets; redirect mapping; staging; backup
Pre-launch
Week 6–8
Internal announcement; social handle check; teasers
Launch
Week 8+
Go live; 301 redirects; multi-channel announcement
Post-launch
2–4 weeks
Monitor search, traffic; fix 404s; iterate
Principle
Plan for months. Avoid changing domain and major structure in one migration—split into smaller migrations when possible.
301 Redirect Best Practices
Practice
Purpose
1:1 mapping
Each old URL → most relevant new URL; never redirect all to homepage
301 (permanent)
Use 301, not 302; 302 does not fully transfer SEO equity
No chains/loops
Old URL → final destination directly; avoid A→B→C
Redirect mapping sheet
Document every old→new mapping; prevents ~80% of migration failures
Don't block in robots.txt
Redirected URLs should not be disallowed
Common Mistakes
Redirect chains (multiple hops)
Redirect loops
Redirecting everything to homepage
Using 302 for permanent moves
Blocking redirected URLs in robots.txt
Domain Migration Checklist
Pre-Migration
Create SEO migration plan
Collect benchmarks (GA4, GSC, rankings)
Run site crawler; inventory all pages
Create redirect mapping sheet (old URL → new URL)
Purchase new domain; configure DNS
Technical SEO audit
Staging environment; backup
Check for manual penalties on both domains
Launch
Implement 301 redirects
Update Google Search Console (change of address)
Update sitemaps, robots.txt
Verify new site works; test redirects (curl, Screaming Frog)
Add GA4 annotation for migration date
Post-Migration
Monitor GSC coverage; fix "Page with Redirect" issues
Fix 404s immediately
Expect temporary ranking fluctuation (2–4 weeks)
Do not delete old site as fallback
Social Media Announcement
Three Phases
Phase
Actions
Pre-Launch
Finalize new identity; audit social presence; secure handles across platforms; internal alignment
Build Anticipation
Tease with sneak peeks; cryptic visuals; influencer/ambassador previews; avoid announcing too soon
Execute
All platforms updated together; new bios, handles, visuals; compelling rebrand story (why, not what)
What to Avoid
Don't list steps or technical details—focus on story and benefit
Don't announce before all pieces are in place (mixed messaging)
Don't rely on one channel—multi-channel rollout
Don't bombard with "why we rebranded" unless it resonates
Rebrand Story
Anchor
Emotionally resonating narrative; why now; how it benefits customers
Avoid
"We changed our logo" / "We updated our website" without context
Internal Communication
Brief all employees before public launch
Explain strategic reasons; equip them to answer customer questions
Update email signatures, Slack, internal docs
Internal FAQ for common rebrand questions
Output Format
Timeline
(phases, milestones)
Redirect mapping
approach (template, tools)
Migration checklist
(customized)
Social announcement plan
(phases, channels, content angles)
Internal communication
(briefing, FAQ)