People follow an account because of how it looks and sounds. When either changes suddenly, some will not recognise it and some will assume it has been hacked. A rebrand goes smoothly when it is announced, explained and finished properly.
Decide what is actually changing
A new profile picture, a new name, a new voice and a new offer carry different risks. Changing the look is gentle. Changing the name or what you sell is a bigger step and deserves a longer notice.
Tell people before you do it
- 1Announce the change about a week ahead, with the date.
- 2Explain why in a sentence. “We now do more than cakes” is enough.
- 3Show the new look so it is not a surprise on the day.
- 4Pin a post on the day that says what has changed, for the people who missed the rest.
What to update
- Profile pictures, names and bios on every network.
- The link in your bio and the page it leads to.
- Highlight covers and pinned posts.
- Saved replies, email signatures and printed material.
- The queue: posts you scheduled weeks ago may still carry the old name, the old logo or an offer that has ended. Read through everything that is waiting.
Do not delete the past
Old posts are part of your history, and removing them makes the account look as though it has just been started. Keep them unless they are plainly wrong or harmful, and let the archive show how you got here.
The day after the change, look at your profile as a new visitor and as an old follower. Anything that confuses either of them is still unfinished.