To make the long story short: if you have begun considering rebranding in 9 cases out of 10 you definitely need it. And, nevertheless rebranding is difficult, you expose yourself to such risks as colossal weight and traffic losses and thus you must be 100% sure your business and marketing need to go through this painful experience. Being almost certain is not enough.

Here is a fine list of questions, answers to which will provide you with a solution whether you should dive into the world of link equality splitting, domain authority maintenance, redirection and other complicated challenges.

  • Is your current brand memorable and appealing? Is it really recognizable, unique and catchy? Or perhaps it holds you back? Because something like “worlds-top-iOS-apps.net” is definitely not going to work today as it a) is too long and b) has something other’s own in its name and when (if) your site gets viral people from apple will simply come and take it away because it has iOS in it’s name. Plus .net or even worse: .io, .tel, .xxx, etc. extensions are brand-killers. If you wish to be recognized as a website go for .com. “AllStarApps.com” does sound like a better idea and is both short and has a lot of potential. Star part gives users positive associations even on the level of pure psychology. And such a brand is easily tippable and memorable.
  • Are you certain you are moving, but choosing a more appropriate time? If you are already positive the shift is inevitable and your brand will change do so now. Don’t drag time as it will only be more difficult in the upcoming long-run. Your new domain will require colossal effort to be up and running and it will have to be properly marketed. Such work requires lots and more of time so the earlier you start – the sooner you will get expected results. Keeping one brand alive while working on a different one is both resource consuming and inappropriate in terms of quality as both projects may suffer from drastic lack of attention.
  • What do others think of your idea? Were you doing A/B testing of whether people really prefer your new brand idea better? Did your control groups include both loyal customers and people who had few to zero relation to your previous brand? What was their opinion?
  • What do you expect from rebranding? Make a model of your potential traffic growth rate. You can be growing 5-7% a year today. What do you expect from a newer and questionably better brand? Will this growth improve and by how much? 5%? 10 maybe? In either case 5%+ is a significant indicator you definitely should go for rebranding. Sure it’s no obvious one-time bonus, however such growth is a long-term hit smart people stick to.