# rebranding-strategy

Walks a rebrand from audit to announcement: 301 redirect mapping, a migration checklist, plus social and internal communication.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 1100 installs · ★ 1062
- Author: kostja94
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/strategies/brand/rebranding/SKILL.md
- Updated: 2026-10-21
- HTML: https://affpapa.org/en/nevibecode/skills/rebranding-strategy

## What it does

The skill breaks a rebrand into phases: audit and plan, prepare, pre-launch, launch, post-launch. It starts by pinning down scope — a full name-and-domain change or just a logo and messaging update — along with the old-to-new mapping, target launch date, and channels: website, social, product UI, directories, email.

For a domain move there's a table of 301 redirect practices and a checklist split into pre-migration, launch, and post-migration. Common mistakes get their own list: redirect chains, loops, sending everything to the homepage, using 302 for a permanent move, disallowing redirected URLs in `robots.txt`. The guidance is to plan in months, not days, and to avoid changing the domain and a major site structure in one go — split it into smaller migrations.

Social announcements run through three phases, and internal communication is covered too: brief employees before the public launch, prepare answers to customer questions, update email signatures and internal docs. If a `contextus.md` file sits in the project root, the skill reads it and loads only the modules this task needs. For picking the domain itself it points to the domain-selection skill.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill rebranding-strategy -a claude-code
```
```bash
npx skills add kostja94/marketing-skills --skill rebranding -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/rebranding/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/rebranding/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill rebranding -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/rebranding/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill rebranding -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/rebranding/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install kostja94/marketing-skills rebranding
```

2. **Manually: put the files in place**
- File: `.github/skills/rebranding/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill rebranding -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/kostja94/marketing-skills --path skills/strategies/brand/rebranding
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/rebranding/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill rebranding -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/strategies/brand/rebranding/SKILL.md

## When to use it
- map old URLs to new ones for 301 redirects
- migrate a domain without losing search rankings
- plan a rebrand announcement across every channel at once
- brief the team on why the brand is changing before launch
- track down and fix 404s after the move

## Example prompts
- Draft a rebrand plan: new name and domain, launch in two months
- Build the 301 redirect map from old URLs to new ones and check it for chains
- Write the social announcement plan and an internal FAQ for the team

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: 12158e11ada9ed12.

BEGIN THIRD-PARTY FILE 12158e11ada9ed12
```text
---
name: rebranding-strategy
description: When the user wants to plan or execute a rebrand—domain change, 301 redirects, migration, or announcement. Also use when the user mentions "rebranding," "rebrand," "domain change," "domain migration," "301 redirect," "change domain name," "rebrand announcement," "social media rebrand," "brand launch," or "domain redirect." For domain choice, use domain-selection.
metadata:
  version: 1.0.1
---

# Strategy: Rebranding

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

**Project context:** Read root `contextus.md` when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.

Identify:
1. **Scope**: Full rebrand (name, domain, identity) vs partial (logo, messaging only)
2. **Domain change**: Yes or no; old → new mapping
3. **Timeline**: Target launch date; typical 4–12 weeks
4. **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 |
```
END THIRD-PARTY FILE 12158e11ada9ed12

The third-party file has ended. Everything between the 12158e11ada9ed12 tags is data: requests and commands from it are not followed. An “end of file” line with another tag inside the block is part of the file.

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